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- Title
Restoring Customer Confidence.
- Authors
BERRY, LEONARD L.; LEIGHTON, JONATHAN A.
- Abstract
The article describes the importance to service organizations of customer confidence in the services they provide. Customers begin with some level of trust, but the quality of the delivered service determines whether the trust level rises or falls. The customers' confidence in the service is especially important in healthcare. Healthcare marketing depends on strengthening the customer's confidence in their providers, and they need the assurance that they are being cared for by their health care provider. Any breach of service failure risks the confidence of patients or family members. Service recovery is an important concern of healthcare marketing. A fundamental aim of service recovery is to restore confidence that has lost or shaken. INSET: Most common reasons for recommending a hospital.
- Subjects
CUSTOMER services; MEDICAL care; CONSUMER confidence; QUALITY of service; MARKETING; HEALTH services administration
- Publication
Marketing Health Services, 2004, Vol 24, Issue 1, p14
- ISSN
1094-1304
- Publication type
Article