Abstract
Paying attention to the perspectives of clients, improving the competencies and skills of providers, working environment and motivating staff among others could help improve quality of care. The study examined how relationship marketing strategies enhance patient satisfaction with healthcare services. Data was gathered using a multi-stage sampling technique to recruit 200 participants to respond to a structured questionnaire at two specialist hospitals. Data was analyzed using the Statistical Package for Social Sciences / STATA software. Frequencies were run to compare the patients’ demographic variables and the relationship marketing orientation indicators. The Mann-Whitney test showed a statistically significant difference in eight relationship marketing strategies between patients of the two hospitals. The study recommends that healthcare managers integrate relationship marketing strategies into their strategic management framework so that health providers could apply them to improve upon their relationship with patients, service performance, enhance patient satisfaction and quality of care.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: International Journal of Social and Administrative Sciences
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
