Binder, Janna L.; Reeves, Jill
April 2010
Marketing Health Services;Spring2010, Vol. 30 Issue 2, p22
Academic Journal
The article explores a healthcare consumer loyalty survey in the U.S. conducted by Professional Research Consultants Inc. (PRC) which helps define what loyalty means to healthcare consumers and better understand the actions taken by loyalists. It mentions that 1,000 adults in 2009 completed the survey via a randomized telephone poll conducted by PRC. It notes that regression analysis of the data was conducted, and found out that 51.6% of loyalty is affected by a combination of three factors including overall quality of care of hospitals, and the likelihood of consumers to recommend the hospital. Generation differences in how loyalty is cultivated for consumers and how they act upon it are also discussed. INSET: MEASURING LOYALTY.


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