Customer Relationship Management, Marketing Mix and Intercultural Communication in Context of Private Hospitals and Medical Tourists
Article Sidebar
Main Article Content
Abstract
This academic article aims to review and discuss 1) customer relationship management 2) marketing mix and 3) intercultural communication in the context of private hospitals and medical tourists. In Thailand, the private hospitals are playing an important role in a healthcare service provider to provide its healthcare services to Thai and medical tourists. Currently, private hospital's management is duplicated especially to response of medical tourist’s need. The customer relationship management is used as a tool to integrate with people, process, and technology. Its purpose is raised the positive relationship with current and targeted clients. In addition, marketing mix applied, including service and product, price, place, promotion for specific groups, both internal and external of physical evidences management, all processes should be clarified upon the medical tourists registration until discharge, private hospital’s staff should be well understood in the context of intercultural communication with medical tourists. The private hospitals’ staff should be well trained, and all concerned sections involve to serve medical tourists also competent communication including self-attitude, values, attitudes, cultures, perceives communicative performances, and language proficiency. Upon implementation of customer relationship management, marketing mix and intercultural communication, the medical tourists should be satisfied and built up trust as per expectations.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Views and opinions appearing in the Journal it is the responsibility of the author of the article, and does not constitute the view and responsibility of the editorial team.
References
Abdullateef, A.O., Mokhtar, S.S., & Yusoff, R.Z. (2010). The impact of CRM dimensions on call center performance. International Journal of Computer Science and Network Security, 10(12), 184-195.
Akroush, M.N., Dahiyat, S.E., Gharaibeh, H.S., & Abu-Lail, B.N. (2011). Customer relationship management implementation: An investigation of a scale's generalizability and its relationship with business performance in a developing country context. International
Journal of Commerce and Management, 21(2), 158-190. https://doi.org/10.1108/10569211111144355
Arnold, E.C., & Boggs, K.U. (2015). Interpersonal relationships: Professional communication skills for nurses (7th ed.). Elsevier Health Sciences.
Battor, M., & Battor, M. (2010). The impact of customer relationship management capability on innovation and performance advantages: Testing a mediated model. Journal of Marketing Management, 26(9-10), 842-857.
https://doi.org/10.1080/02672570903498843
Bennett, R.E. (2011). Formative assessment: A critical review. Assessment in Education: Principles, Policy and Practice, 18(1), 5–25. https://doi.org/10.1080/0969594X.2010.513678
Belasen, A.T., & Belasen, A.R., (2018). Integrated Corporate Communication: A Competing Values Perspective. SSRN Electronic Journal. DOI: 10.2139/ssrn.3096046
Bellamy, G., & Gott, M. (2013). What are the priorities for developing culturally appropriate palliative and end-of-life care for older people? The views of healthcare staff working in New Zealand. Health & Social Care in the Community, 21(1), 26–34. http://dx.doi.org/10.1111/j.1365-2524.2012.01083.x
Booms, B., and Bitner, M. (1981). Marketing strategies and organization structures for service firms. (J. G. Donnelly, Ed.) Marketing of Services, 47-51.
Cham, T.H., Lim, Y.M., Aik, N.C., & Tay, A.G.M. (2016). Antecedents of hospital brand image and the relationships with medical tourists’ behavioral intention. International Journal of Pharmaceutical and Healthcare Marketing, 10(4), 412–431.
Chatpaitoon, A., Sanposh, K., Chan-urai, N., & Jivasak-Aphimas, S. (2014). Strategic Development for Foreigner Service Management of Private Hospitals in the Upper Part of the Northeast of Thailand. Journal of Language, Religion and Culture, 3(2), 195-220. https://so03.tci-thaijo.org/index.php/gshskku/article/view/62588/51507
Chin, J., Morrow, D.G., Stine-Morrow, E.A., Connner-Garcia, T., Graumlich, J.F., & Murray, M.D. (2011). The process-knowledge model of health literacy: evidence from a componential analysis of two commonly used measures. Journal of health Communication, 16, 222-241. DOI: 10.1080/10810730.2011.604702
Connell, J. (2013). Contemporary medical tourism: Conceptualization, culture and commodification. Tourism Management, 34, 1–13. https://doi.org/10.1016/j.tourman.2012.05.009
Crawley, L.M., Marshall, P.A., Lo, B., & Koenig, B.A. (2002). Strategies for culturally effective end-of-life care. Annals of Internal Medicine, 136(9), 673–679. http://annals.org/aim/article/715261/strategies-culturally-effective-end-life-care
Gholami, S., & Rahman, M.S. (2012). CRM: A conceptual framework of enablers and perspectives. Business and Management Research, 1(1), 96-105. https://doi.org/10.5430/bmr.v1n1p96
Hakim, S.A., Mohsen, A., & Bakr, I, (2014). Knowledge, attitudes and practices of health-care personnel towards waste disposal management at Ain Shams University Hospitals, Cairo. East Mediterr Health Journal, 9, 20(5), 347-354. https://pubmed.ncbi.nlm.nih.gov/24952293/
Hanaysha, J., & Hilman, H. (2015). Strategic effects of product innovation, service quality, and relationship quality on brand equity. Asian Social Science, 11(10), 56-72. https://doi.org/10.5539/ass.v11n10p56
Hakimi, W.B., Triki, A., & Hammami, S.M. (2014). Developing a customer knowledge-based measure for innovation management. European Journal of Innovation Management, 17(3), 349-374. https://doi.org/10.1108/EJIM-02-2013-0019
Heung, V.C.S., Kucukusta, D., & Song, H. (2011). Medical tourism development in Hong Kong: An assessment of the barriers. Tourism Management, 32(5), 995–1005.
Higginbottom, G.M., Safipour, J., Yohani, S., O’Brien, B., Mumtaz, Z., & Paton, P. (2015). An ethnographic study of communication challenges in maternity care for immigrant women in rural Alberta. Midwifery, 31(2), 297–304. https://doi.org/10.1016/j.midw.2014.09.009
Hofstede, G. (2001) Culture's Consequences: Comparing Values, Behaviors, Institutions, and Organizations Across Nations (2nd ed.). Sage.
Hussain, K., & Babalghith, A.O. (2014). Quality of hospital design in healthcare industry: history, benefi ts and future prospect. International Journal of Research in Applied, Natural and Social Sciences, 2(5), 61-68.
ILE, F.L, & ȚIGU, G. (2017). Medical tourism market trends - an exploratory research. https://sciendo.com/pdf/10.1515/picbe-2017-0114
Jagyasi, P. (2008). Defining medical tourism–another approach. Medical Tourism Magazine, 6, 9–11.
Jain, Y., & Patel, N. (2016). Analysing impact of online CRM practices on companies productivity and customer retention. International Journal for Research in Business, Management and Accounting, 2(12), 25-35.
Jalali, S.M., & Sardari, M. (2015). Study the effect of different aspects of customer relationship management (CRM) on innovation capabilities with mediator role of knowledge management (Case study: Mahram company). Mediterranean Journal of Social Sciences,
(6S6), 343. https://doi.org/10.5901/mjss.2015.v6n6s6p343
Kincaid, J. W. (2003), Customer relationship management: Getting it right!. Prentice-Hall.
Kotler, P., & Armstrong, G. (2012). Principles of Marketing (14th ed.). Pearson Education.
Kourkouta, L., & Papathanasiou, I. V. (2014). Communication in nursing practice. Materia Socio-Medica, 26(1), 65–67. https://doi.org/10.5455/msm.2014.26.65-67.
Lestari, E.N., Adi, S., & Puspitasari, S.T. (2020, December). The Effort to Increase Patient Visits with Marketing Mix Strategies at Sekarpuro Medical Clinic Malang. In The 1st International Scientific Meeting on Public Health and Sports (ISMOPHS 2019), 185-189. Atlantis Press.
Lin, R.J., Chen, R.H., & Chiu, K.K.S. (2010). Customer relationship management and innovation capability: An empirical study. Industrial Management & Data Systems, 110(1), 111-133. https://doi.org/10.1108/02635571011008434
Matusitz, J., & Spear, J. (2014). Effective doctor–patient communication: An updated examination. Social Work in Public Health, 29(3), 252–266. https://doi.org/10.1080/19371918.2013.776416
McCarthy, E.J. (1964). Basic Marketing (R. D. Irwin, Ed.) Homewood, IL.
Medical Tourism: Industry Focus. (2018). KPMG in Thailand. https://assets.kpmg/content/dam/kpmg/th/pdf/2018/03/th-medical-tourism-industry-focus-secured.pdf
Nielsen & Alipay. (2017). Outbound Chinese Tourism and Consumption Trends: 2017 Survey. www.nielsen.com/content/dam/nielsenglobal/cn/docs/Outbound%20Chinese%20Tourism% 20and%20Consumption%20Trends.pdf
Nurittamont, W. (2021). Enhancing the factors influence on purchasing decision of endowment insurance: Case of testing mediate and moderate variables. Journal of management Information and Decision Sciences, 24(7), 1-11.
Pan, T.J., & Chen, W.C. (2014). Chinese medical tourists – Their perceptions of Taiwan. Tourism Management, 44, 108–112.
Park, G., Oh, J., Chung, K., & Kim, W. (2017). The relationship among destination image, hospital image, attitude on K-medical tourism: Focusing the Chinese medical tourists. International Information Institute (Tokyo). Information, 20(5A), 3187–3197.
Pate, U.A., & Dauda, S. (2015). Cross Cultural Communications, Peace Education and Development in Nigeria. The Online Journal of Communication and Media, 1(1), https://www.academia.edu/10879169/Cross_cultural_communications_peace_education_and_development_in_Nigeria
Pruitt, Z., Smith, C.S., & Pérez-Ruberté, E. (2020). Healthcare Quality Management: A Case Study Approach. Springer.
Rahimi, R., & Kozak, M. (2017). Impact of customer relationship management on customer satisfaction: The case of a budget hotel chain. Journal of Travel and Tourism Marketing, 34(1), 40-51. DOI: 10.1080/ 10548408.2015.1130108
Rogers, M. (2008). Medical tourism: Agents have a potential gold mine in booking US citizens into hospitals abroad. Travel Agent, 18, 61.
Rubin, J.Z., Pruitt, D.G., & Kim, S.H. (1994). Social conflict: Escalation, stalemate, and settlement. McGraw-Hill.
Sercu, L. (2002). lmplementing Intercultural Foreign Language Education. Belgian, Danish and British Teachers' Professional Self-concepts and Teaching Practices Compared. Evaluation and Research in Education, 16(3), 150-165. DOI:10.1080/09500790208667015
Seema, H. (2013). Mass Communication: Principles and Concepts (2nd ed.), CBS Publishers and Distributors.
Singh, L. (2014). An evaluation of medical tourism in India. African Journal of Hospitality, Tourism and Leisure, 3(1), 1–11.
Shriedeh, F.B. (2019). Strategic factors for building brand equity: Jordan medical tourism. Journal the Messenger, 11(1A), 121-137. https://doi.org/10.26623/themessenger.v11i1A.821
Shriedeh, F.B.F. (2018). The role of customer relationship management, service quality and innovation as sources of brand equity development[Unpublished Doctoral dissertation, University Utara Malaysia]. https://etd.uum.edu.my/7919/2/s95847_02.pdf
Shriedeh, F., & Abd.Ghani, N.H. (2017). Impact of customer relationship management on brand equity: Medical tourist perspective. Research Journal of Business Management, 11(1), 28-38.
Sreenivas, T., Srinivasarao, B., & Rao, U.S. (2013). An analysis on marketing mix in hospital introduction. International Journal of Advanced Research in Management and Social Sciences, 2(4), 187-207.
Thai PBS News. (2022, May 8). More foreign tourists to Thailand after cancellation of Test & Go. Thai PBS News. https://news.thaipbs.or.th/content/315297
The University of Melbourne. (2010), Intercultural Communication, Helpsheet 1. https://library.unimelb.edu.au/__data/assets/pdf_file/0011/1924094/Intercultural_Communication1.pdf
Tsui, A.S., Nifadkar, S.S., & Ou, A.Y. (2007). Cross-National, Cross-Cultural Organizational Behavior Research: Advances, Gaps, and Recommendations. Journal of Management, 33, 426-478. https://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.577.6077&rep= rep1&type=pdf
Vaisnore, A., & Petraite, M. (2011). Customer involvement into open innovation processes: A conceptual model. Social Sciences, 73(3), 62-73. https://doi.org/10.5755/j01.ss.73.3.793
Whittaker, A., Manderson, L., & Cartwright, E. (2010). Patients without borders: Understanding medical travel. Medical Anthropology, 29(4), 336–343. DOI:10.1080/01459740.2010.501318
Yoyada, N., & Kodrat, D.S. (2017). Effect of Marketing Mix (7p) on Decision of Consumer Selection in Ny Dental Clinic of Surabaya City. https://dspace.uc.ac.id/handle/123456789/1187
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2013). Services marketing: Integrating customer focus across the firm (6th ed.). McGraw-Hill.