Determining the Effect of Sensory Marketing on Service Quality and Service Errors: Application on Hospitals

N.A.

Makale detayları

Determining the Effect of Sensory Marketing on Service Quality and Service Errors: Application on Hospitals

Yazarlar:

N.A.

Yayıncı:

Ataturk University

Dergi:

Dynamics in Social Sciences and Humanities Vol.4 Issue 1, pp.1-9

Belge Tipi:

Makale

Yayın Tarihi:

3/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001287594

pISSN:

2980-0501

Anahtar kelimeler:

Özet:

 The main purpose of this study is to examine the effect of sensory marketing on service quality and service errors in hospitals. In addition, the detection of sensory marketing elements in hospitals was determined as a secondary purpose. In line with these purposes, data were collected using in-depth interview method, one of the qualitative research methods. During the data collection process, semi-structured interview forms were used. In this context, interviews were conducted with 20 people who received inpatient services from any hospital in the last two months. The collected data were analyzed by content analysis method. As a result of the analysis, many sensory marketing elements that are considered in hospitals have been identified. In addition, it has been concluded that these factors directly affect the service quality and indirectly contribute to the ignoring of service errors.

 The main purpose of this study is to examine the effect of sensory marketing on service quality and service errors in hospitals. In addition, the detection of sensory marketing elements in hospitals was determined as a secondary purpose. In line with these purposes, data were collected using in-depth interview method, one of the qualitative research methods. During the data collection process, semi-structured interview forms were used. In this context, interviews were conducted with 20 people who received inpatient services from any hospital in the last two months. The collected data were analyzed by content analysis method. As a result of the analysis, many sensory marketing elements that are considered in hospitals have been identified. In addition, it has been concluded that these factors directly affect the service quality and indirectly contribute to the ignoring of service errors.

 The main purpose of this study is to examine the effect of sensory marketing on service quality and service errors in hospitals. In addition, the detection of sensory marketing elements in hospitals was determined as a secondary purpose. In line with these purposes, data were collected using in-depth interview method, one of the qualitative research methods. During the data collection process, semi-structured interview forms were used. In this context, interviews were conducted with 20 people who received inpatient services from any hospital in the last two months. The collected data were analyzed by content analysis method. As a result of the analysis, many sensory marketing elements that are considered in hospitals have been identified. In addition, it has been concluded that these factors directly affect the service quality and indirectly contribute to the ignoring of service errors.

 Bu çalışmanın temel amacı, duyusal pazarlamanın hastanelerdeki hizmet kalitesi ve hizmet hataları üzerindeki etkisini incelenmektir. Bununla birlikte hastanelerdeki duyusal pazarlama unsurlarının tespit edilmesi yan amaç olarak belirlenmiştir. Bu amaçlar doğrultusunda nitel araştırma yöntemlerinden derinlemesine mülakat yöntemi kullanılarak veriler toplanmıştır. Verilerin toplanması sürecinde yarı yapılandırılmış görüşme formları kullanılmıştır. Bu kapsamda son iki ay içerisinde herhangi bir hastaneden yatılı hizmet alan 20 kişi ile görüşmeler yapılmıştır. Toplanan veriler içerik analizi yöntemi ile analiz edilmiştir. Yapılan analizler sonucunda hastanelerde dikkat edilen çok sayıda duyusal pazarlama unsuru tespit edilmiştir. Ayrıca bu unsurların hizmet kalitesine doğrudan etki ettiği ve hizmet hatalarının görmezden gelinmesine dolaylı olarak katkı sağladığı sonucuna ulaşılmıştır.

Makale detayları

Determining the Effect of Sensory Marketing on Service Quality and Service Errors: Application on Hospitals

Yazarlar:

N.A.

Yayıncı:

Ataturk University

Dergi:

Dynamics in Social Sciences and Humanities Vol.4 Issue 1, pp.1-9

Belge Tipi:

Makale

Yayın Tarihi:

3/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001287594

pISSN:

2980-0501

Sensory marketing

service quality

service errorDuyusal pazarlama

hizmet kalitesi

hizmet hatası

Sayı

Makale detayları

Determining the Effect of Sensory Marketing on Service Quality and Service Errors: Application on Hospitals

Yazarlar: N.A.

Yayıncı: Ataturk University

Dergi: Dynamics in Social Sciences and Humanities Vol.4 Issue 1, pp.1-9

Belge Tipi: Makale

Yayın Tarihi: 3/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001287594

pISSN: 2980-0501

Sensory marketing

service quality

service errorDuyusal pazarlama

hizmet kalitesi

hizmet hatası

Sayı

Yazarlar:

N.A.

Yayıncı:

Ataturk University

Dergi:

Dynamics in Social Sciences and Humanities Vol.4 Issue 1, pp.1-9

Belge Tipi:

Makale

Yayın Tarihi:

3/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001287594

pISSN:

2980-0501