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Article
Publication date: 6 August 2021

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…

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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

International Journal of Pharmaceutical and Healthcare Marketing, vol. 15 no. 4
Type: Research Article
ISSN: 1750-6123

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Case study
Publication date: 1 January 2011

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

Emerald Emerging Markets Case Studies, vol. 1 no. 1
Type: Case Study
ISSN: 2045-0621

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Article
Publication date: 10 September 2021

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…

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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.

Details

Journal of Services Marketing, vol. 36 no. 5
Type: Research Article
ISSN: 0887-6045

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