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The interdependencies of marketing capabilities and operations efficiency in hospitals

Foo Nin Ho and Chin-wei Huang

Journal of Business Research, 2020, vol. 113, issue C, 337-347

Abstract: 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)
Date: 2020
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DOI: 10.1016/j.jbusres.2019.09.037

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