The Relation Between Customer Oriented Marketing Concept and Service Quality Perception; A Hospital Example

Customer orientation is a marketing perception considering the needs and the demands of the customers in the marketing actions carried out by the businesses. The importance of customer satisfaction and service quality is increasing in the health sector like other sectors and maintaining the customer satisfaction can be achieved by offering customer-oriented services both by the business management and the personnel. The aim of this study is; determining the relation between the customer-oriented marketing approach of people working in health sector and customer satisfaction and service quality perception in the health businesses. Survey method was used for data collection in the research and one on one interviews were carried out with the personnel working in private hospital located in Denizli and the patients of this hospital. According to the results of the research the difference between the customer orientation concept of the health personnel and the customer orientation perception of the patients was statistically important. On the other hand the difference between the customer orientation concept of the doctors and customer orientation perception of the patients was not statistically important