Concepts in service marketing for healthcare professionals

Christopher L. Corbin, Scott W. Kelley, Richard W. Schwartz

Research output: Contribution to journalArticlepeer-review

60 Scopus citations


Patients are becoming increasingly involved in making healthcare choices as their burden of healthcare costs continues to escalate. At the same time, healthcare has entered a tightened market economy. For these reasons, the marketing of healthcare services has become essential for the financial survival of physicians and healthcare organizations. Physicians can successfully use the fundamental service marketing principles proven by other service industries to win patient satisfaction and loyalty and remain competitive in today's market economy. Understanding concepts such as service quality zone of tolerance, levels of consumer satisfaction, the branding of services, patient participation, and service recovery can be useful in achieving these goals.

Original languageEnglish
Pages (from-to)1-7
Number of pages7
JournalAmerican Journal of Surgery
Issue number1
StatePublished - 2001


  • Healthcare
  • Marketing
  • Physicians
  • Service marketing

ASJC Scopus subject areas

  • Surgery


Dive into the research topics of 'Concepts in service marketing for healthcare professionals'. Together they form a unique fingerprint.

Cite this