Management model based on Relational Marketing to increase customer satisfaction through the implementation of the Knowledge Creation Model for medical clinic in Perú

Li-Campodonico A.; Melanny M.-Z.; Cespedes-Blanco C.; Torres-Sifuentes C. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2023) · DOI: 10.18687/leird2023.1.1.512

Resumen

The article focuses on the occupational health sector in Peru, where it faces a shortage of doctors compared to OECD countries. Research shows that, during the health crisis, patient satisfaction fell to 58%, generating a loss of profitability of 25%. The main contribution of the article is to highlight that the implementation of a management model based on relationship marketing, including the knowledge creation model, managed to significantly improve patient satisfaction, reaching 76%. In summary, it is concluded that relationship marketing can increase organizational satisfaction in the occupational health sector in Peru.

Instituciones: Universidad Peruana de Ciencias Aplicadas