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Employment of relationship marketing strategies for enhancing customer satisfaction in Malaysian private hospitals


Citation

Lau, C. C. and Ahmad, M. I. (1997) Employment of relationship marketing strategies for enhancing customer satisfaction in Malaysian private hospitals. In: 1997 World Marketing Congress, 24-27 June 1997, Kuala Lumpur, Malaysia. (pp. 540-543).

Abstract / Synopsis

Marketers, in academia and business practice, are continually searching for new and more effective methods. One such approach that has gained popularity in Malaysian private hospitals, in recent years, is relationship marketing. This study examined the extent to which relationship marketing strategies are used to improve customer satisfaction and maintain customer loyalty. The study results indicate that a good relationship marketing strategy can be crucial for private hospitals to gain a competitive edge, especially with the rapid development of private hospitals in the urban centres.


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Additional Metadata

Item Type: Conference or Workshop Item (Paper)
Divisions: Universiti Putra Malaysia
DOI Number: https://doi.org/10.1007/978-3-319-17320-7_140
Publisher: Academy of Marketing Science
Keywords: Relationship marketing; Customer satisfaction; Customer loyalty; Private hospitals
Depositing User: Nabilah Mustapa
Date Deposited: 21 May 2018 11:33
Last Modified: 21 May 2018 11:33
Altmetrics: http://www.altmetric.com/details.php?domain=psasir.upm.edu.my&doi=10.1007/978-3-319-17320-7_140
URI: http://psasir.upm.edu.my/id/eprint/60404
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