Conference paper
Marketing to Baby Boomers and Mature Customers: Customer Perception of Performance in Health and Community Services
Proceedings of the 2009 Ankara University International Conference on Market, Marketing & Entrepreneurship, pp.805-811
Ankara University International Conference on Market, Marketing & Entrepreneurship (AUMEC), 2009 (Antalya, Turkey, 06-Apr-2009–09-Apr-2009)
Ankara University
2009
Abstract
Purpose - To develop a reliable and valid measure of the mature (Baby Boomers and older) customer perception and post-consumption evaluations of health and community services. Design/methodology/approach - The methodology used two stages. The first followed a traditional scale development approach with a literature search and qualitative research using a combination of interviews and focus groups with consumers and service providers from the health and well being industry. This was followed by an online panel survey asking 630 Australians, aged forty three and older, to evaluate a health or community service using multi- item measures of Situational variables, Service performance, Satisfaction, and Post-purchase intentions. Findings - The majority of the services evaluated were either social enterprises or public (government) services. The results of structural equation modeling found that the customer's perception of service performance (CSP) of health and community organisations was better measured through the seven elements of the services marketing mix, than through the SERVQUAL instrument. CSP had a strong direct influence on Post-purchase intent, while Satisfaction was found to mediate the influence of CSP on Post-purchase intent. Research limitation/implications - In this context, the CSP model provides more validity than the SERVQUAL model. All elements of the marketing mix/CPP model influenced the Baby Boomer and older customers' evaluation of the service and hence their satisfaction levels and proposed postpurchase behaviour. The new instrument provides empirical evidence that the previous theoretical services marketing mix has the potential to provide a nexus between customer and provider, and therefore is an excellent tool for entrepreneurial marketers. Further research is required to test reliability and generalization of these findings. Practical implications. The CSP instrument provides the entrepreneur with a holistic understanding of mature customer's post-purchase evaluation of health and community services and thus the potential to be a useful instrument for the marketing entrepreneur, as it could be used as a benchmark for performance by the organisation and stakeholders, and also used to inform the service organization's marketing strategy.
Details
- Title
- Marketing to Baby Boomers and Mature Customers: Customer Perception of Performance in Health and Community Services
- Authors
- Wendy Spinks (Author) - University of the Sunshine Coast - Faculty of Business
- Publication details
- Proceedings of the 2009 Ankara University International Conference on Market, Marketing & Entrepreneurship, pp.805-811
- Conference details
- Ankara University International Conference on Market, Marketing & Entrepreneurship (AUMEC), 2009 (Antalya, Turkey, 06-Apr-2009–09-Apr-2009)
- Publisher
- Ankara University
- Date published
- 2009
- ISBN
- 9786055782061
- Copyright note
- Copyright © 2009 Ankara University. Reproduced here with permission.
- Organisation Unit
- University of the Sunshine Coast, Queensland; USC Business School - Legacy
- Language
- English
- Record Identifier
- 99449696602621
- Output Type
- Conference paper
- Research Statement
- false
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