The interdependencies of marketing capabilities and operations efficiency in hospitals
Foo Nin Ho and
Journal of Business Research, 2020, vol. 113, issue C, 337-347
Amid rising health care costs, health providers, and especially hospitals, are under pressure to provide quality medical care while controlling their operation costs. Hospitals face the challenge of balancing resource efficiency and delivering patient value. This mandates a close collaboration between marketing and operations, both of which are directly associated with the creation of patient value. This paper looks at the interdependencies of intangible marketing capabilities and operations in U.S. hospital performance. We employ a non-radial two-stage Data Envelopment Analysis (DEA) to measure and assess the interdependencies of intangible marketing capabilities (brand mind share) and operations in hospital performance. In addition, we test intangible marketing variables in a path analysis to determine their relationship with customer satisfaction and referrals. Our results show that intangible marketing assets are critical to the ability of hospitals to deliver patient value.
Keywords: Marketing-operations interface; Intangible marketing capabilities; Data Envelopment Analysis; Hospital performance; Benchmarking; Brand mind share (search for similar items in EconPapers)
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1) Track citations by RSS feed
Downloads: (external link)
Full text for ScienceDirect subscribers only
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:113:y:2020:i:c:p:337-347
Access Statistics for this article
Journal of Business Research is currently edited by A. G. Woodside
More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().