Issue: 2023/Vol.33/No.1, Pages 35-45
RELATIONSHIP MARKETING ORIENTATION IN HEALTHCARE ORGANISATIONS WITH THE AHP METHOD.
Cite as: Y. Ersoy, A. Tehci. Relationship marketing orientation in healthcare organisations with the AHP method.. Operations Research and Decisions 2023: 33(1), 35-45. DOI 10.37190/ord230103
Adopting the relationship marketing approach in health institutions and evaluating the weights of its dimensions will benefit the effectiveness of marketing strategies. This study aimed to determine the critical levels of relationship marketing orientation components in private health institutions using the analytical hierarchy process (AHP). In the study, relationship marketing orientation was evaluated according to six criteria in line with the opinions of five experts for employees and 20 people who previously benefited from health services for their customers. As a result, the criterion with the highest priority value was communication with 0.259, and the best health company A. Furthermore, the AHP method results were compared with TOPSIS, EDAS, and CODAS methods. In addition, the Spearman Correlation method was used to determine the correlation between the results.
Keywords: healthcare organisation, relationship marketing orientation, AHP, TOPSIS, EDAS, CODAS
Received: 29 June 2022 Accepted: 14 December 2022
Published online: 16 April 2023