Satisfaction of Consumers Using Innovative Aesthetic Medicine Services in Poland

Ankiel Magdalena () and Kuczyńska Anna ()
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Ankiel Magdalena: Poznań University of Economics and Business, Al. Niepodległości 10, 61-875 Poznań, Poland

Marketing of Scientific and Research Organizations, 2024, vol. 54, issue 4, 91-109

Abstract: Aesthetic medicine is a rapidly evolving field integrating knowledge from various medical specialties to enhance physical appearance, boost self-esteem, and improve quality of life. This study investigates patient satisfaction with innovative aesthetic medicine services in Poland, focusing on determinants influencing the selection and effectiveness of treatments. Utilizing data from 745 patients across large clinics and in-depth interviews with 20 physicians, the research evaluates popular procedures, post-treatment outcomes, and consumer loyalty using the Net Promoter Score (NPS) technique. Results indicate high satisfaction levels, with botulinum toxin type A and hyaluronic acid injections being the most favored treatments. Patients highlighted factors such as professionalism, technological innovation, and clinic environment as critical to their positive experiences. The findings underscore the importance of aligning service offerings with consumer expectations and leveraging advanced technologies to drive growth in the aesthetic medicine sector. Future research aims to expand the analysis to international markets, further exploring satisfaction determinants across diverse cultural and economic contexts.

Keywords: innovation; innovative technologies; aesthetic medicine; satisfaction; innovative aesthetic medicine services; aesthetic medicine services in Poland; medical service; consumer behaviour; Net Promoter Score technique; innowacje; innowacyjne technologie; medycyna estetyczna; satysfakcja; innowacyjne usługi medycyny estetycznej; usługi medycyny estetycznej w Polsce; usługi medyczne; zachowania konsumenckie; technika Net Promoter Score (search for similar items in EconPapers)
JEL-codes: I11 I12 M31 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:mosaro:v:54:y:2024:i:4:p:91-109:n:1005

DOI: 10.2478/minib-2024-0023

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