The main responsibility of the medical institution is to provide medical services that meet patients¡¦ needs as well as create health value in a patient¡¦s life. Hospital marketing, a type of service marketing promoting intangible products, is a way of utilizing medical service marketing to provide patients with more efficient medical service. Since the implementation of National Health Insurance, Taiwan¡¦s medical system has experienced an increased of enterprization in hospital management, the implementation of a global budget payment system, the financial crisis and the impact of rising medical right demanded by the Taiwanese. The military district hospitals that are responsible for maintaining the combat power of the military staff also pay an important role in the National Health Insurance medical system. While confronting the change in the competitive environment and the transformation of the entire medical ecology, military district hospitals should take a step further to adjust and develop a new marketing strategy. The research method of this paper adapts a case study based on information from a military district hospital located in southern Taiwan. The discussion focuses on the changes in current medical ecology and the competitive advantages of the subject hospital. Diamond Theory by Michael Porter and SWOT analysis are used to evaluate the strengths and weakness in and outside of the hospital, determine the trend choice for the hospital¡¦s new positioning, and define the right strategy to target to its market segment. All of these are based on the concept of national defense. The paper will also take into consideration the subject hospital¡¦s special features and competitive advantages, and build an 8P marketing model centering on patients in order to formulate the best combination of marketing strategies for the subject hospital. The paper has three conclusions, first of all, recognize the competitive advantages and the opportunities of the subject hospital; second, assert the new positioning of the transformed medical service; finally, establish a patient-oriented marketing strategy. In addition, this paper also suggests the best marketing strategy combination by applying innovative and pragmatic managerial thinking in order to give the military hospital a brand new image.

Vartotojų aptarnavimo kokybės gerinimas paslaugų sferoje yra labai svarbus dalykas kiekvienai šiuolaikines rinkos įmonei. Bet kuri įmonė siekia pelno, ir dalies paslaugų rinkos, dėl to yra priversti vykdyti savo mikro ir makro aplinkos bei marketingo komplekso elementų analizę. Kadangi daugelis paslaugų įmonių yra mažos, jos neturi išteklių, reikalingų siekiant pagerinti klientų aptarnavimo kokybę, ko pasekoje, prarandamas potencialius klientus, kas vėliau labai ryškiai atsispindi jos finansiniuose pasiekimuose. Mūsų tyrimui suteikia svarbą ir tai, kad paslaugų veikla Lietuvoje yra pakankamai jauna, todėl ne iki galo išanalizuota, trūksta praktinio pritaikymo paslaugų rinkoje. / Consumer service quality improvement in services is a very relevant thing for each of the modern market company. Any firm seeking a profit, and part of the service market is forced to go to their micro and macro environments, analysis of marketing, which is one of the most important elements of people, or otherwise - by consumers. As many service firms are small, they are not the resources needed to improve the quality of customer service resulting in a loss of potential customers, who then very sharply reflected in the financing of its achievements. Our investigation gives relevance and the fact that as marketing activities, including market research and concept, Lithuania is young enough, and therefore not fully analyzed, and is limited to the practical use of the service companies.

Zugl.: Potsdam, Hochsch. für Film und Fernsehen Konrad Wolf, Diplomarbeit, 2007

Aim: The aim of this study is to investigate the sport consumers´ attitudes towards relationship marketing. We want to investigate whether the consumers are relationship oriented or transaction oriented and whether different segments differ in their orientation. Method: A quantitative study was made and the data was collected using a likert scale questionnaire which consisted of statements to which the respondent answered to which degree he/she agreed or did not agree. The data collected was analyzed in SPSS using a bivariate correlations analysis and a factor analysis. Findings: Our findings shows that most sport consumers tend to be relationship oriented and have a positive attitude towards the different relationship activities that they can come in contact with during a hockey game. There are however sports consumers who tends to have a transaction orientation and in their decision process the price is the most important aspect. We also find evidence that there are both consumers with a passive relationship orientation and with an active relationship orientation. Contribution: Regarding practical implications sports organizations should be aware that they have customers of both kinds of orientation and therefore it is important to interact with the relationship oriented customers. They appreciate the interaction with the organization and this can be used by the organization in order to further develop their relationships with the customers. On the other hand the transaction oriented prefers not to be engaged into the same kind of interaction, for them the prices are more important so working with pricing strategies towards transaction oriented customers is what we would suggest. Regarding the theoretical contributions this study provides results regarding the consumers’ perspective and attitudes towards relationship marketing in Sweden which has been neglected in theories. We provide evidence within the limits of the study that a big part of sport consumers tend to be relationship oriented but also that there is a segment that rather tend to be transaction oriented. Future research: We suggest that future research could be conducted within this topic. Studies investigating the same topic in other geographical regions and in other sports are encouraged in order to further increase the generalizability. It would also be interesting to see a study that focuses on investigating if there are certain segments that can be detected that tend to be transaction oriented rather than relationship oriented. We also suggest studies being done on the topic of pricing and what kind of pricing strategies that would be beneficial for Swedish sports organizations.   Keywords: Relationship marketing, Customer relationship management, consumer attitudes, Service marketing.

This graduation theses are oriented to service management analyse and customer relations in a selected firm with emphasis on finding properly recommendation for prospective expansion of the company. My suggestions in improving the quality of provided services or more precisely increases competitive advantage in firm BOHEMIA MACHINE Ltd.

This diploma thesis consists of two integrated substructures. The theoretical one provides an introduction to classical and current marketing theories - focused on the service marketing. The practical one aims to analyze and fix marketing-related problems in a company, which manages the central heating system in Brno.

This thesis solves selected real estate marketing firm. It analyzes the current situation at a specific real estate market and with the help of marketing tools suggests new approaches to improve sales of real estate.

The feature of service intangibility is one of the most prominent, albeit controversial, problems in service marketing. Service providing firms have been trying to find ways to ‘tangibilize’ their service offerings in order to assist the potential customers to better understand the benefits and qualities of their services. A review of past literature revealed that most of the studies have been carried out on a theoretical level, but with an insufficient empirical back-up. The authors propose that Marketing based tangibilization (MBT), which has largely remained outside the focus of empirical research for the last four decades, offers a solution to the issue of intangibility on a marketing front. In order to address this issue, the authors of this report have designed a study whose purpose is to explore the effects of intangibility on the marketing activities of eight different service firms. The authors have derived several implications caused by intangibility through a thorough literature review and with that as a foundation they have interviewed one representative from each of the eight service firms – all of them offering consulting services in different domains – as well as analyzed their marketing materials. From this, the authors have deduced eight distinct marketing methods – trials, events and references to name a few – currently in use in those service companies in order to overcome intangibility and then evaluated those methods with respect to the aforementioned implications of intangibility on service marketing. The conclusion is that intangibility is a real issue to be dealt within the context of service provision, and that the resources available and the type of service provided will dictate which of the methods can be implemented at a certain service provider. Finally, several recommendations are provided that the companies could further look into in order to overcome the issue of intangibility, such as an increased use of the possibilities created by the Internet (e.g. social media). / KUTA-project

The purpose of this study is to examine and compare how banks with differentiating operations work with their customer relationships. The financial market has changed because of digital advances in society as a whole and because of newly arisen competitors. This has created a new competition were the customer relationship is important as a competitive advantage. To establish how different banks work to retain and maintain their customer relationships we’ve conducted group interviews with banks with differentiating operations. The result shows that banks with different operations work slightly differently regarding their customer relationships. Large banks are more digitally driven and prone to adopt technological solutions. The smaller banks rely on word-of-mouth to gain new customers and attaches significant importance to creating a sort of affinity or an emotional commitment through their local presence. The bank insurance company’s priority is the interpersonal relationship with the customer and believes that this is where trust is built. Furthermore, the relationship between the customer and the banker seems to be stronger and more valued by the customer than the relationship between the customer and the bank as a brand. / Vårt syfte är att undersöka och jämföra hur banker med olika verksamhet arbetar med sina kundrelationer. Bankmarknaden har förändrats på grund av samhällets digitala utveckling och uppkomsten av nya aktörer. Detta har skapat en ny konkurrenssituation där relationen till kunden är viktig som en konkurrensfördel. För att uppnå detta har vi genomfört fokusgruppsintervjuer med banker som bedriver olika verksamheter. Resultatet visar att banker arbetar med kundrelationer på olika sätt. Storbanken är mer digitalt driven och satsar stort på teknologiska lösningar. Sparbanken förlitar sig på positiv ryktesspridning för nya kunder och lägger stor vikt vid att skapa en samhörighet med kunden genom lokal närvaro. Bankförsäkringsbolaget arbetar mycket med fysiska kundmöten och att där skapa förtroende och bygga en relation genom lokal närvaro. Bankförsäkringsbolaget arbetar mycket med fysiska kundmöten och att där skapa förtroende och bygga en relation genom den personliga kontakten. Vidare har vi sett att kunder tenderar att utveckla en starkare relation till en specifik rådgivare än till banken som varumärke och att kunder

Background: Global services, particularly professional services, have become one of the world economy’s fastest growing sectors and professionals are becoming increasingly important as a result of this shift. Inherent differences, characterizing professional services, result in a scarcity of empirical evidence on how marketing communications are perceived and executed. Additionally, clients play a big role in the co-creation of the service, making relationships and communication between clients and PSF critical. Purpose: The purpose of this research is to investigate how PSFs communicate their services to clients. As an example of a PSF, the researchers chose to investigate the digital marketing agency, GA Agency, and their clients. This research aims to contribute to the academic field of services marketing and, more specifically, the stream of literature on PSFs and their communication and propose a theoretical model that represents their findings. Method: This research combines the interpretivism paradigm with qualitative research and an inductive approach, utilizing GA Agency as a single case study, to address the purpose of this research. The researchers designed open-ended, semi-structured research questions that were then posed to 11 employees of GA Agency and 2 of their clients. Conclusion: The findings of this research demonstrated the need for communication that is understandable for the clients, for example, in terms of resources. Additionally, educating the clients is important, to tackle the knowledge gap between agency and client, known as information asymmetry, and therefore build trust. Building a relationship between agency and client can help to enable communication and develop interactions and relationships simultaneously. This is represented in the conceptual model, showing the stages of relationship and according communication.