KONCEPCJA MARKETINGU RELACJI W SEKTORZE USŁUG ZDROWOTNYCH

Abstract

The Polish health care system is going through great changes that stimulate the re-orientation of patient-service organization relationship. The paper argues that relationship marketing concept is the proper one as far as health care organizations are concerned. The principal arguments for this standpoint are as follows: lead of mutual satisfaction, huge intensity of interactions, existence of exit barriers and growing role of non-monetary price.