Service Quality as a Key Factor in the Marketing Promotion of Dental Services

Pereverzieva Kateryna

Citation: Pereverzieva Kateryna, "Service Quality as a Key Factor in the Marketing Promotion of Dental Services", Universal Library of Medical and Health Sciences, Volume 01, Issue 01.

Copyright: This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Abstract

This article presents an analysis of the role of service quality as a factor in the promotion of dental services. The study takes the form of a systematic review and analytical synthesis of academic publications focusing on the quality of dental services, patient experience, communication, and patient behavioural responses. The main focus is on the relationship between service characteristics, the structure of patient interaction with the clinic, and subsequent decisions regarding repeat visits and recommendations. The key parameters of service quality are examined. It has been established that the influence of service quality is indirect in nature and is realised through the patient’s perception of the integrity of their interaction with the clinic. It is shown that isolated elements of service, even when delivered to a high standard, do not produce lasting behavioural effects unless they are consistent across all stages of the patient journey. An original model is proposed, reflecting the sequential transformation of service characteristics into the patient’s experience, their psychological reactions and behavioural decisions. The results obtained make it possible to view service quality as a controllable factor determining the stability of patient flow and the effectiveness of a dental organisation’s marketing activities. The article will be of use to managers of dental clinics, specialists in the field of healthcare marketing, and practising dentists interested in improving the quality of their interactions with patients.


Keywords: Quality of Service, Dental Services, Patient Experience, Satisfaction, Trust, Repeat Visits, Healthcare Marketing.

Download doi https://doi.org/10.70315/uloap.ulmhs.2023.0101011