Zeszyty Naukowe Uniwersytetu Szczecińskiego. Service Management

Aktualnie: European Journal of Service Management

ISSN: 1898-0511     eISSN: 2353-2858    OAI    DOI: 10.18276/smt.2015.16-03
CC BY-SA   Open Access 

Lista wydań / Vol. 16, 2/2015
Word-of-mouth marketing in promoting a small service enterprise on the medical market

Autorzy: Maciej Dębski
University of Social Sciences in Lodz, Poland

Julia Falkowska
University of Social Sciences in Lodz, Poland
Słowa kluczowe: Word-of-mouth marketing medical services small enterprises
Data publikacji całości:2015
Liczba stron:9 (27-36)
Cited-by (Crossref) ?:

Abstrakt

One of the crucial, if not the primary challenge facing enterprises today is sale of products offered. In the case of prevalence of supply over demand, marketing competences become the crucial source for competitive advantage. Word-of-mouth is one of the tools, when used sufficiently, which may produce numerous positive consequences for the enterprise, and so gains in its importance. Communication conducted in this way should occur alongside the use of classical promotion tools, and the key to its effectiveness is customer’s satisfaction with the use of the product. Such a situation should trigger recommendations for a product, which is the bedrock for word-of-mouth marketing. It seems that this tool, due to the specifics underlying its operations, may be tremendously effective solution for small enterprises operating on the medical market. First, instruments concerned with this form of promotion may be relatively cheap. Second, on the medical market trust proves to be critical for the patent’s choice, and its diffusion takes place remarkably potently through recommendations made by customers.
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