Zeszyty Naukowe Uniwersytetu Szczecińskiego. Service Management

Aktualnie: European Journal of Service Management

ISSN: 1898-0511     eISSN: 2353-2858     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

Rok wydania:2015
Liczba stron:9 (27-36)
Słowa kluczowe: Word-of-mouth marketing medical services small enterprises
Autorzy: Maciej Dębski
University of Social Sciences in Lodz, Poland

Julia Falkowska
University of Social Sciences in Lodz, Poland

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.
Pobierz plik

Plik artykułu

Bibliografia

1.Arndt, J. (1967). Role of Product-Related Conversations in the Diffusion of a New Product, Journal of Marketing Research, 4 (3): 291-295;
2.Berger, J. & Schwartz, E. (2011). What Drives Immediate and Ongoing Word of Mouth?, Journal of Marketing Research, 48: 869-880;
3.Bonek, T. & Smaga, M. (2012). Biznes w Internecie. Praktyczny poradnik o marketingu, sprzedaży, public relations on-line i promocji w mediach społecznościowych, Warszawa, Oficyna a Wolters Kluwer business;
4.Brzozowska-Woś, M. (2013). Elektroniczne instrumenty komunikacji marketingowej w marketingu usług medycznych, Przedsiębiorczość i Zarządzanie, 14 (10): 31-40
5.Bukowska-Piestrzyńska, A. (2013). Jakość obsługi pacjenta a konkurencyjność gabinetu stomatologicznego, Przedsiębiorczość i Zarządzanie, 13 (9): 232-247;
6.Chebli, L. Garbi, A. (2013). The Impact of the Effectiveness of a Buzz Marketing Campaign on the Image, Awarness and Purchasing Decision: The Moderating Role of Involvement, Journal of Marketing Research &Case Studies, 2013: 1-8.
7.Cho, S. Huh, J. & Faber, R. (2014). The Influence of Sender Trust and Advertiser Trust on Multistage Effects of Viral Advertising, Journal of Advertising, 43, (1): 100-114;
8.Kotler, P. (1999). Marketing. Analiza, planowanie, wdrażanie i kontrola, Warszawa, Felberg Sja, Prentice-Hall International;
9.Kotler, P. Armstrong, G. Saunders, J. & Wong, V. (2002). Marketing. Podręcznik europejski, Warszawa, PWE;
10.Kotler, P. & Keller, K. (2012). Marketing, Warszawa, Dom Wydawniczy, Rebis Sp. z.o.o.;
11.Lisiecka, K. (2003). Charakterystyka kategorii jakości usług zdrowotnych In: Lisiecka K. ed. Zarządzanie jakością usług zdrowotnych, Warszawa, IPiS, 15-21;
12.Marketing szeptany, wszystko co chcielibyście wiedzieć o WOMM. Avaiable at: http://iab.org.pl/wp-content/uploads/2014/01/dobre_praktyki_womm.pdf [Accessed on 21st October 2014]
13.Meiners, N. Szwarting, U. & Seeberger, B. (2010). The Renaissance of Word-of-Mouth Marketing: A ‘New’ Standard in Twenty-First Century Marketing Management, International Journal of Economic Sciences and Applied Research, 3 (2): 79-97;
14.Mourdoukoutas P., Siomkos G., (2009) The Seven Principles of WOM and Buzz Marketing. Crossing the Tipping point, New York, Springer;
15.Mruk, H. (2009). Marketing gabinetów lekarskich na rynku usług zdrowotnych, Warszawa, a Wolters Kluwer business;
16.Przybysz, M. (2011). Word of Mouth Marketing w kreowaniu społeczności prosumentów In: Bierówka J. ed., Media a opinie i postawy społeczne, Kraków, Krakowska Akademia im. Jana Frycza Modrzewskiego;
17.Silverman, G. (2011). The Secrets of Word-of-Mouth Marketing. How to Trigger Exponential Sales Through Runaway Word of Mouth, New York, American Management Association;
18.The Ministry of Economy. (2011). Definicja MŚP. [online]. Warszawa: The Ministry of Economy. Available at: http://www.mg.gov.pl/Wspieranie+przedsiebiorczosci/Polityki+przedsiebiorczosci+i+innowacyjnosci/Definicja+MSP [accessed on 27.10. 2014]