Mirjana Landika, Vanja Sredojević, Dragan Stanišljević
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STOCHASTIC ASPECTS OF MARKETING HEALTH CARE SERVICES STRATEGIES IN THE RS / BIH
Abstract: Market globalization, transition processes and significant technical and technological advances are affecting both production and service business systems, such as health care business systems refer to the loss of a long-standing monopoly position by transforming the market into a structure of free competition. In addition, technical and technological support to the diagnostics sector as well as other segments of health care is also experiencing expansion and development, whereby the RS and BiH markets follow the global trends of development of the said segment. It is justified to assume that the level of quality of services, measured and expressed by the users’ perception of the performance of the services, significantly increases, thus the customer’s expectations regarding the quality of service in the field of health care are also rising. Quality of service within health care includes the clinical picture of the service user and refers to the the objective valorization of psychosomatic indicators, which refers to the value of characteristic parameters before and after access to the health care system, primarily as an objective metric of selected parameters, and secondly relates exclusively to the subjective perception of healthcare users personally or through stakeholders. Market positioning correspondends to the size, intensity, diversity, stochasticity and variability of factors that creating customer expectations, which have to be identified, quantified and covered by an adequate decision model. The degree of involvement of business systems in customer perception, as well as permanent improvement and / or maintaining a satisfactory level of service quality, is a key factor in the process of formulating an adequate marketing strategy as a platform for business success. User expectations, frequency and transparency of expressing user impressions in the context of the level of (dis)satisfaction with health care services as well as strengthening competitive positions in the market of providers, promote managerial focus from employees to users, and thus the need to examine and evaluate customer expectations and impression. Selecting the factors predominantly determining the level of user (dis)satisfaction with the health care service requires an adequate approach to the quantifi cation of subjective factors, their classification in relation to the degree of influence on the research problem.examine and evaluate customer expectations and impression. Model correction of selected factors in terms of measure and direction of contribution to the level of customer expectations enables rational involvement in the marketing strategies system consisting of aligned observed tendencies, but also timely alignment with the system environment in which the selected system accomplishes its business mission. Creating desired business results and realistic approach to the consequences of strategic decisions is achieved through the selection of factors consistent with realistic circumstances and thus theoretical verifi cation of the decision making factors.
Keywords: user expectation, level of satisfaction, objective and subjective factors, model correction, decision factors