Ayse Bengi Ozcelik, Kaan Varnali and Sebnem Burnaz
Hospitals have become competitive organizations striving to serve the needs of empowered consumers seeking positive experiences. As a result, the patient experience turns into a…
Abstract
Purpose
Hospitals have become competitive organizations striving to serve the needs of empowered consumers seeking positive experiences. As a result, the patient experience turns into a critical driver of performance for hospitals. Accordingly, the question “what are the critical dimensions for creating a well-designed patient experience?” has been drawing increasing attention from the industry and academia alike. This paper aims to contribute to the understanding of patient experience by using multiple source data obtained from experts and patients.
Design/methodology/approach
This study uses a qualitative research approach to examine the perspectives of both health-care experts and patients about the experience. A semi-structured interview series is conducted with health-care professionals, academicians, researchers, physicians and patients.
Findings
The results suggest a novel framework for the patient experience including five critical dimensions as follows: provider, physician, patient, personnel and periphery. This framework, 5Ps of patient experience, provides a holistic picture, which integrates the perspectives of patients, health-care providers and experts including scholars and researchers.
Practical implications
The 5P framework can be used by health-care professionals to better understand the driving factors of patient experience and to create a strategy to improve patient satisfaction.
Originality/value
To the best of the authors’ knowledge, the present study is the first qualitative study, which provides a holistic approach to patient experience independent from the branch and considers the perspectives of both health-care experts and patients.
Details
Keywords
Aysegul Toker, Kaan Varnali and Cengiz Yilmaz
Mobile marketing.
Abstract
Subject area
Mobile marketing.
Study level/applicability
Undergraduate and Graduate levels.
Case overview
Driven by the ongoing evolution in mobile technologies and the increasing penetration of smart phones, the use of the mobile medium for marketing purposes is becoming more and more popular across industries. This case study presents an overview of the mobile marketing ecosystem embedded in the story of the transition of Turkcell from a traditional carrier into a leading mobile services provider. The aim is to familiarize the reader with the benefits and challenges of using the mobile medium for marketing communications and provide lessons from Turkcell experience for success in mobile marketing.
Expected learning outcomes
Develop a comprehensive understanding of the concept of “mobile marketing” and the current state of mobile technologies; develop a general knowledge of various types of mobile marketing applications; have a general knowledge and understanding of the consumer-centric value propositions of mobile marketing; gain a perspective on the nature and dynamics of mobile business environment and have the chance to examine real-market campaigns that leverage unique properties of the mobile medium.
Supplementary materials
Teaching notes.
Details
Keywords
Kaan Varnali and Caner Cesmeci
As customers increasingly adopt social media as the primary channel to reach out to companies, voicing is becoming a public act. Adopting a social psychological perspective, this…
Abstract
Purpose
As customers increasingly adopt social media as the primary channel to reach out to companies, voicing is becoming a public act. Adopting a social psychological perspective, this study aims to focus on the social dynamics that drive consumer voice on social media.
Design/methodology/approach
The research uses three studies. First, a list of metaperceptions about voicing behavior is compiled using the critical incident technique, and then the hypothesized effects are tested with two scenario-based experiments.
Findings
Metaperceptions mediate the relationship between social anxiety and the intention to voice on social media. Self-construal moderates the effect of metaperceptions, such that in the presence of a negative metaperception, the reluctance to post a direct complaint is attenuated under independent self-construal. Independent self-construal attenuates the positive effect of positive metaperception. An experimental comparison between social media and consumer review sites reveals that metaperceptions are only prevalent in social media and when the complainer construes him or herself as interdependent.
Originality/value
Since lodging a direct complaint to a service provider has been mainly conceived as a private behavior, the role of social dynamics in the context of voicing remains under-researched. Aiming to fill this gap, the present research empirically examines how the presence of a perceived audience affects voicing behavior.