O senso de pertencimento na cocriação de valor nos serviços esportivos: evidências do fitness business / El sentido de pertenencia en la cocreación de valor en los servicios deportivos: evidencias del fitness business / The sense of belonging in the value co-creation in sports services: evidence from the fitness business

A jornada de experiências do cliente de fitness é observada nesta pesquisa exploratória, na qual 15 consumidores de duas academias orientadas para serviço, não membros de redes, sendo uma em Alphaville (Barueri/SP) e a outra na Savassi (Belo Horizonte/MG), participaram de entrevistas semiestruturadas. Das mais de três horas de gravação e uma centena de páginas de transcrição, foi possível propor um modelo conceitual de como o entrelaçamento das dimensões tangível, atendimento técnico e pertencimento permitem ao cliente a cocriação de valor na experiência de uso da academia. Concluiu-se que 1) os serviços também têm uma dimensão tangível; 2) apesar de toda a preparação acadêmico-tecnicista da equipe, os usuários querem coproduzir suas experiências; 3) o sentimento de pertencimento, além de engajar na cocriação de valor, é uma dimensão que pode aliviar qualquer desconforto advindo das experiências nas outras dimensões. A importância do pertencimento pode ser moderada pela autoeficácia do usuário.(AU)

La jornada de experiencias del cliente de fitness se observa en esta investigación exploratoria, donde 15 consumidores de dos gimnasios orientados al servicio, que no forman parte de cadenas, uno en Alphaville (Barueri/SP) y otro en Savassi (Belo Horizonte/MG), participaron en entrevistas semiestructuradas. Las más de tres horas de grabación y cien páginas de transcripción, se logró proponer un modelo conceptual de cómo el entrelazamiento de las dimensiones tangibles, servicio técnico y pertenencia permiten al cliente la cocreación de valor en la experiencia de uso del gimnasio. Se concluyó que 1) los servicios también tienen dimensión tangible; 2) a pesar de toda la experiencia académico-técnica del equipo, los usuarios quieren coproducir sus experiencias; 3) el sentimiento de pertenencia, además de involucrar en la cocreación de valor, es una dimensión que puede aliviar cualquier malestar proveniente de las experiencias en las otras dimensiones. La importancia de la pertenencia puede ser moderada por la autoeficacia del usuario.(AU)

The fitness customer experience journey is observed in this exploratory research, in which 15 consumers from two service-oriented gyms, not members of chains, one in Alphaville (Barueri/SP) and the other in Savassi (Belo Horizonte/MG), participated in semi-structured interviews. From more than 3 hours of recording and a hundred pages of transcription, it was possible to propose a conceptual model of how the tangible, technical service and belonging dimensions intertwine each other, allowing the gym customer to co-create value in their experience of usage. It was concluded that 1) services also have a tangible dimension; 2) despite all the academic-technical staff preparation, users want to co-produce their experiences; 3) the feeling of belonging, in addition to engaging in the value co-creation, is a dimension that can alleviate any discomfort arising from experiences in the other dimensions. The user's self-efficacy can moderate the importance of belonging.(AU)

Significados de marketing interno para enfermeiros de um hospital universitário brasileiro / Meanings of internal marketing built by the nurses of a brazilian university hospital / Significados de marketing interno para enfermeros de un hospital universitario brasileño

Objetivo: conhecer os significados de marketing interno para enfermeiras de um hospital universitário brasileiro na perspectiva do interacionismo simbólico. Metodologia: entrevistas qualitativas foram realizadas com dez enfermeiras, nas quais apresentava-se um conceito prévio de marketing interno. Resultados: a análise das falas foi organizada na categoria "construindo significados de marketing interno", com os temas: (1) o agir frente ao símbolo marketing interno e o significado estratégico, (2) o marketing interno e o significado motivacional, e (3) qualidade do cuidado como produto do marketing interno. Foi elaborado também um mapa conceitual com os significados produzidos. Conclusão: o marketing interno mostrou-se aplicável para o contexto de enfermagem, com significados relacionados à qualidade assistencial, por meio da motivação e satisfação dos colaboradores, voltando-os para as metas organizacionais. Enfermeiros líderes podem utilizar o marketing interno para atrair e reter recursos humanos de enfermagem, e melhorar a qualidade e o desempenho da organização

Objective: The study's main purpose has been to understand the meanings of internal marketing built by nurses working in a Brazilian university hospital from the perspective of symbolic interactionism. Methods: This qualitative study was perforemd through interviews with ten registered nurses, in which a previous concept of internal marketing was presented. Results: The speech analysis permitted the participants' statements to be organized in the category "Building the meanings of internal marketing expressed by nurses", which determined the following three subcategories or meaning cores: "The meaning of internal marketing permeated by leadership", "Internal marketing and the motivational meaning", and "Quality of care as a product of internal marketing". A conceptual map showing the meanings was also developed. Conclusion: Internal marketing proved to be applicable to the nursing context, with meanings related to the quality of care by promoting employees' motivation and satisfaction, making them pursue organizational goals. Head nurses can use internal marketing to attract and retain nursing human resources and improve the organization's quality and performance

Objetivo: conocer los significados de marketing interno para enfermeras de un hospital universitario brasileño en la perspectiva del interaccionismo simbólico. Metodología: entrevistas cualitativas fueron realizadas con diez enfermeras, en las cuales se presentaba un concepto previo de marketing interno. Resultados: El análisis de los discursos se organizó en los "significados de marketing interno de construcción" con los siguientes temas: (1) que actúa contra el símbolo de marketing interno y la importancia estratégica, (2) la comercialización interna y el significado de motivación, y (3) calidad del cuidado como producto del marketing interno. Se elaboró también un mapa conceptual con los significados producidos. Conclusión: el marketing interno se mostró aplicable para el contexto de enfermería, con significados relacionados a la calidad asistencial, por medio de la motivación y satisfacción de los colaboradores, volviéndolos a las metas organizacionales. Enfermeros líderes pueden utilizar el marketing interno para atraer y retener recursos humanos de enfermería, y mejorar la calidad y el desempeño de la organización

Segmentación y comportamiento de lealtad de los pacientes: un análisis clúster en los departamentos de salud de la Comunidad Valenciana / Segmentation and Patient Loyalty: A Cluster Analysis of the Health Service Departments in the Valencian Community / Segmentação e comportamento de lealdade dos pacientes: uma análise cluster nos departamentos de saúde da Comunidade Valenciana

Resumen En un marco sanitario de fragmentación territorial y cohabitación de gestión pública con colaboración público-privada, tiene sentido analizar y clasificar los departamentos sanitarios, atendiendo a múltiples objetivos: conocer el comportamiento real de los pacientes cuando pueden elegir dónde ser atendidos, adaptar la cartera de servicios a las preferencias del paciente y organizar la asistencia sanitaria desde una óptica territorial, considerando si afecta el modelo de gestión. Se utilizan datos secundarios (más de dos millones) en la Comunidad Valenciana, con un análisis clúster del comportamiento de lealtad (captación, retención y deserción). Esta metodología permite la reagrupación por similitud de los departamentos, explicando su homogeneidad entre sí y heterogeneidad respecto a otros. Se muestra la bondad de este análisis en el sector sanitario. Asimismo, la clasificación obtenida supone una guía para la gestión estratégica de los servicios sanitarios (a nivel macro y micro) y ahonda en el debate de la colaboración público-privada.

Abstract Under a health service framework marked by the territory segmentation and the coexistence of public administration and public-private ventures, it makes sense to analyze and classify the health service departments by considering the following objectives: to know the way patients actually behave when the choice of the service place is up to themselves; to adapt the service offer to the patient's preferences; and to organize health service based on the territory location, thus considering its influence on the management model. Secondary data from the Valencian Community (over two million data) are used in the cluster analysis of the patient loyal behavior (entering, retention and drop out). This methodology enables the department clustering based on their similarities, thus explaining the homogeneity and heterogeneity with each other. This analysis shows to be useful for the said health service sector. In addition, the resulting classification provides a guide for the strategic management of the health services (at the macro and micro levels) and goes deeper in the debate about public-private ventures.

Resumo Em um marco sanitário de fragmentação territorial e coabitação de gestão pública com parceria público-privada faz sentido analisar e classificar os departamentos sanitários, atendendo objetivos múltiplos: conhecer o comportamento real dos pacientes quando puder eleger onde eles serem atendidos, adaptar o portfolio de serviços às preferencias do paciente e organizar a assistência sanitária desde una ótica territorial, considerando se afeta o modelo de gestão. Utilizam-se dados secundários (mais de dois milhões) na Comunidade Valenciana, com análise cluster do comportamento de lealdade (recrutamento, retenção e deserção). Essa metodologia permite a reagrupação por semelhança dos departamentos, explicando a sua homogeneidade entre se e a heterogeneidade em relação aos demais. Demonstra-se a bondade desta análise no setor sanitário. Da mesma forma, a classificação obtida supõe uma guia para a gestão estratégica dos serviços sanitários (no nível macro e micro) e aprofunda o debate da parceria público-privada.

Analysis of Research Trends in Korean Medical and Nursing Service Marketing / 간호행정학회지

PURPOSE: This study was designed to examine existing research on service marketing in nursing and identify the results by analyzing research trends in medical and nursing service marketing over the last 15 years. METHODS: Electronic databases were searched, including RISS, Korea Citation Index. The papers were classified by criteria, focusing on research topics, research design and statistical analysis method. RESULTS: From 2002 to 2016, 221 research articles on medical or nursing service marketing were published in local academic journals. Most of the articles were about service quality and satisfaction. Generally questionnaire surveys were used. There were 34 papers related to nursing service marketing. Most of them were about satisfaction and had used a questionnaire survey. CONCLUSION: Further research needs to be done with nursing service marketing topics including a variety of themes such as personal services and customer behaviors.

SoLoMo concept-based service marketing in medical library / 中华医学图书情报杂志

SoLoMo in the mobile Internet time has provided a new way for service marketing in medical library, its meaning and its effect on medical library and how to innovate SoLoMo marketing service model in medical library were thus described in this paper.

Project promotion of the center for teaching and faculty development based on the perspective of service marketing / 中华医学教育探索杂志

Lack of teachers' participating enthusiasm is the main problem that the institutions of teaching and faculty development face during the promoting process of faculty development projects. In this study, service marketing triangle theory was applied to the project promotion of the institutions of teaching and faculty development, the service marketing triangle theory for the project promotion of the center for teaching and faculty development was established. Through the three aspects of outside marketing, internal marketing and interaction marketing, the promotion strategies of faculty development projects were proposed. The application of these strategies in promoting the faculty development projects will enhance the teachers' initiative and enthusiasm to participate in service projects, so as to push faculty development.

Features of the medical service market and marketing strategies / 中华医院管理杂志

With regard to the fact that medical services are characterized by ethicalness, high risk, intangibility, variance and non storage, the paper puts forward some corresponding medical service marketing strategies that hospitals should adopt. These include: ①analyzing, investigating and predicting the current medical market; ②determining the functions that a hospital has and correctly choosing a target market that conforms to the diagnostic and treatment capabilities of the hospital; ③paying attention to the creation of a hospitals image and its brands; ④attaching importance to innovations; ⑤strengthening the control of medical service quality, and ⑥enhancing the management of medical service marketing.

Researches on Service Marketing of Pharmaceutical Enterprises from the Perspective of Pharmaceutical Characteristics / 中国药房

OBJECTIVE:To discuss what service marketing strategies the pharmaceutical enterprises in China should choose in the face of more and more fierce competition in pharmaceutical markets.METHODS:The service characteristics of both prescription drugs and over-the-counter(OTC)drugs were analyzed and new conceptions in pharmaceutical marketing such as the development and application of the service marketing were introduced as well.RESULTS&CONCLUSION:Di?versity,standardization,materialization are the right way the pharmaceutical enterprises should follow in the prescription drugs services;however,standardization,mechanics,brands are necessary for the OTC drugs services.