USER PERCEPTION OF HOSPITAL SERVICES IN SALTILLO, COAHUILA MEXICO
DOI:
https://doi.org/10.24054/face.v23i3.2613Keywords:
Health Marketing, Service Quality, HospitalsAbstract
In the field of healthcare, perceived quality is considered to be a key factor for the efficiency of hospitals in resolving
patient problems.
In this work, the SERVQUAL tool (1988) is applied to evaluate the perceptions of service quality in a healthcare
environment and delve into the issue of measuring the perception of patients in the main hospitals in the city of Saltillo,
Coahuila. It is a quantitative, descriptive and correlational study using correspondence factor analysis to develop
perceptual maps that reveal the competitive positions perceived by users.
The results show us the differential attributes for the target market, concluding that the Hospital del Niño is the best
evaluated public hospital and the Centro Hospitalario la Concepción as the best of the private hospitals. Conclusions
from the study and the ways in which the results can be used to improve the competitive position of the hospitals
evaluated are presented.
Downloads
References
Abad Alfonso, A., Pérez Zulueta, M. A., & González Laucirica, Á. M. (2013). la Gestión de Intangibles: futura adminsitración de las insituciones hospitalarias. RES NON VERBA,
-107.
Afifi, I., & Amini, A. (2018). . Factors Affecting Relationship Marketing In Creating Customer
Loyalty In The Hospital Services Business. ASEAN Mark. J., 91-108.
Alpert, L., & Gatty, R. (1969). Product Positioning by Behavioral Life-styles. Journal of Marketing,
, 75-92.
Alvarez Heredia, F., & Faizal GeaGea, E. (2013). Gerencia de Hospitales e Instituciones de
Salud. Colombia: Ecoe ediciones.
Anbori, A., Ghani, S. N., Yadav, H., & Daher, A. M. (2010). Patient satisfaction and loyalty to the
private hospitals in Sana’a, Yemen. Int. J. Qual. Health Care, 310-315.
Cham, T., Cheng, B., Low, M., & Cheok, J. (2021). Brand image as the competitive edge for
hospitals in medical tourism. European Business Review, 33(1). doi:https://doi.org/10.1108/EBR10-2019-0269
Chavez, A. (2020). Infografía: : El estado del sector salud en México. Merca2.0. Recuperado el 13
de Mayo de 2020, de https://www.merca20.com/infografia-elestado- del-sector-salud-en-mexico/
De Micheli, A. (2005). Hospital's evolution through the ages. Gaceta médica de México, 141(1), 57-
Recuperado el 20 de Octubre de 2022, de https://www.scielo.org.mx/scielo.php?script=sci_arttext&pid=S0016-38132005000100010
Górska-Warsewicz, H. (2022). Consumer or Patient Determinants of of Hospital Brand Equity—A Systematic Literature Review. International Journal of Environmental Research and Public Health, 19(15). doi: https://doi.org/10.3390/ijerph19159026
Hajikhani, S., Tabibi, S. J., & Riahi, L. (2016). The Relationship between the Customer
Relationship Management and Patients’ Loyalty to Hospitals. Glob. J. Health Sci., 8-65.
INEGI. (13 de Mayo de 2020). Directorio Estadístico Nacional de Unidades Económicas. Obtenido
De https://www.inegi.org.mx/app/mapa/denue/Default.aspx?idee=6301754
Kemp, E., Jillapalli, R., & Becerra, E. (2014). Healthcare branding: developing emotionally based consumer brand relationships. Journal of Services Marketing,, 126-137. doi:doi: 10.1108/JSM-08-2012-0157
Marwan Dhani, M. (2018). Analysis of Positioning at Kasih Ibu Hospital Surakarta. JMMR Jurnal Medico eticolegal dan Manajemen Rumah Saki, 7(3), 221-227. doi:DOI:10.18196/jmmr.7376
Meesala, A., & Paul, J. (2018). Service quality, consumer satisfaction and loyalty in hospitals:
Thinking for the future. J. Retail. Consum. Serv., 261-269.
Meiling Ondang , M., & Rahmat Syah, T. Y. (2018). How hospital brand image intervene the
impact of marketing mix on patient. International Journal of Recent Advances in Multidisciplinary Research, 3959-3963. Obtenido de https://www.ijramr.com/sites/default/files/issues-pdf/2129.pdf
Mendez-Wong, A. (2021). Evaluación del posicionamiento e imagen: Caso de los hospitales privados en Saltillo, Coahuila. Horizonte Sanitario, 20(2). doi:https://doi.org/10.19136/hs.a20n2.3813
Natalya Angela, & Bawono Adisasmito, W. B. (2019). Brand Equity and customer's loyalty in
healthcare setting: a narrative review. doi:DOI:10.22437/JMJ.V7I2.8027
Parasuraman, A. Z. (1988). Servqual. Journal of retailing, 12-40.
Parasuraman, A. Z. (1988). Servqual. Journal of retailing,, 12-40. Obtenido de https://www.researchgate.net/profile/Valarie_Zeithaml/publication/225083802_SERVQUAL_A_multiple-_Item_Scale_for_measuring_consumer_perceptions_of_service_quality/links/5429a4540cf
e39fa8e6531/SERVQUAL-A-multiple-Item-Scale-for-measuring-consumer-percepti
Priego Álvarez, H. R. (2015). Mercadotecnia en Salud. Aspectos básicos y operativos (4a ed.).
Villahermosa, Tabasco: Universidad Juárez Autónoma de Tabasco / Red Iberoamericana
de Mercadotecnia en Salud. . Obtenido de https://pcientificas.ujat.mx/index.php/pcientificas/catalog/book/79
Real Academia Española . (2021). Asociación de Academia de la Lengua Española. Obtenido de RAE.es: https://dle.rae.es/hospital
Sánchez-García, I. (2011). ¿Por qué algunos clientes satisfechos desean cambiar de proveedor?
Universia Business Review, 12-41. Recuperado el 21 de Octubre de 2022, dehttps://www.redalyc.org/articulo.oa?id=43320831001
Secretaria de Gobernación. (7 de Septiembre de 2022). Diario Oficial de la Federación .
Obtenido de Programa Estratégico de Salud para el Bienestar.: https://dof.gob.mx/nota_detalle.php?codigo=5663700&fecha=07/09/2022#gsc.tab=0
Secretaría de Salud Coahuila. (12 de Septiembre de 2018). Directorio de Hospitales. Obtenido de
http://www.saludcoahuila.gob.mx/hospitales.php.
Statista. (2021). Hospitales y clínicas de mayor calidad en México en 2021. Statista Research
Department. Obtenido de https://es.statista.com/estadisticas/1147693/mejores-hospitales-calidad-mexico/
Sun, H., Bang, W., & Sun, L. (2020). The Role of Internal Marketing in Korea’s Public Medical
Sector. JOURNAL OF MARKETING MANAGEMENT, 23-36.
Unal, O., Akbolat, M., & Amarat, M. (2018). The influence of patient-physician communication on physician loyalty and hospital loyalty of the patient. Pakistan J. Med. Sci, 34.
Universidad de Girona. (2022). Escuela Universitaria de Hotelería y Turismo. Recuperado el 20 de
Octubre de 2022, de ¿Qué significa hospitality u hospitalidad?: https://www.santpol.edu.es/blog/quesignifica-hospitality-u-hospitalidad/
Downloads
Published
Versions
How to Cite
Issue
Section
License
Copyright (c) 2023 FACE: Revista de la Facultad de Ciencias Económicas y Empresariales
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
