Loyalty behaviour in patients: applied analysis to the “Alzira Model”: (El comportamiento de lealtad del paciente: un análisis aplicado al Modelo Alzira)

• Autores: Remedios Calero, Martina G. Gallarza
• Localización: International review on public and nonprofit marketing: official publication of the International Association on Public and Nonprofit Marketing, ISSN 1865-1984, Vol. 12, Nº. 1, 2015, págs. 89-91
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Dialnet Métricas: 1 Cita
• Resumen

  • This is a summary of a PhD Dissertation, supervised by the professor Martina G. Gallarza, and presented on May 23rd, 2014 at the Catholic University of Valencia (Spain). In this dissertation, the loyalty behaviour to the health service providers is analyzed, in the context of the current debate on the introduction of the private sector in the management of public health (in Spain the so-called “Alzira Model”). The main contribution consists of understanding the peculiarities of the health service provision, and in confirming the feasibility of the Alzira Model in the Spanish National Health System to retain patients depending on, above all, the strategic marketing effort made.