The conceptualization of Chris Anderson on the theory of
Long Tale concept affecting the online marketing setup transcends to the
analysis as to can the theory affect in B2B Enterprise system. As Anderson’s idea that online channels will
change the behaviour of the demand curve because certain customers will niche
their needs according to their preferences. Some of the B2C products that we
can give as an example are the digitized products such as music, videos, and
ebooks. Companies like Amazon, Apple,
& Ebay are experiencing the benefit of the profit advantage created from
the concept of Long Tail Theory of Chris Anderson.
In my actual research gathering in the effectiveness of
Human Resource in Marketing, the product along the supply chain operation
affecting the modern marketing science shows the similarities of the market behaviour
of Long Tail Theory. Human Resource of
today for example, needs the added knowledge in e-marketing if the resource is
majoring his/her skill in marketing. If eventually
AI and robotics will be embraced by the modern B2B enterprise of today the
slack between the HR knowledge and the modern machines that are being used to
maximize time and profit inside the production line will give an enormous
variance between HR knowledge and enterprise operation. Thus, the use of computer
aided marketing technology will further benefit the enterprise as to the theoretical
behaviour of the Long-Tail Theory, but on the other hand HR knowledge and
skills should catch-up to the increasing demand of technology advancements and
upgrades.
As I start my field
market research observation in the companies located in the Province of
Pathumtani many interesting findings awaits as to how the new human resource
and knowledge optimization will dominate the future of business marketing
operations. The continued collaborative
program in e-learning and distant learning in an organization is the new trend
relationship between educational institutions like the university and the
business organizations around a given scope of study. As of today the province of Pathumtani are
congested with Chinese and Japanese companies entering the Kingdom of Thailand as
an FDI status. Such that, many expats
are collaborating with the local human resource with a variety of knowledge
acquired from their respective country of origin. The variance of knowledge given by the HR in
the organization will relatively affect to the actual business operation and
production of the organization.
As to these notions
the researcher will measure the relevance of having a continued program between
the educational institution and the business companies. By doing so, the latest and upgraded program
between the business organization and the educational institution will uplift
to both parties. Several academic
journals in the researcher’s literature review and discussion proves the
necessity of continued learning in the workplace. Most Asian educational institutions are totally
separated with the actual business environment in such a way that new graduates
has no concepts as to how they can relate the learned theories in school and
the actual business and operations environment.
With the researcher’s conceptual idea, the empirical research come up to
a combination of variable components from the studies and theories of Kaizen,
Balance Score Card, and the component of value chain. With the use of SEM (Structural Equation
Model) for the research framework model, the statistical behavior and flexibility
of the framework’s movement will vary according to the statistical data
crunching and raw data gathering and input.
The result of the
empirical study can be used to both the academic research institutions and the
International business companies in the defined scope of the research (Pathumtani). Furthermore, the outcome of the research will
give the future possible programs to both the academic institutions and the
companies in creating HR programs that will improve to the development of the
International business operation of the province.
Over View of Higher Education and Business Integration
The increasing
demand of quality medical services of private hospitals in the Republic of the
Philippines gives an increasing pressure to the medical service marketers in
the country. Furthermore, the medical
private care business in the Philippines tries to pattern its services to the
world class standards of the World Health Organization, National Health
Service, Joint Commission International and other international accrediting
organizations for world class medical service and tourism. Congruently, the research tries to evaluate
the status of medical service quality satisfaction of consumers of private
hospitals in the Republic of the Philippines in which the content of the
research will add knowledge to the status and determinants for further
improvement of private medical care service of the Republic of the Philippines.
Observing the samples of 400
respondents the objective is to determine by the given independent variables to
its significant difference of the dependent variables.
By
considering the components of SERVQUAL to realize the elements of dependent
variables, consumer behavior satisfaction of medical service in the Philippines
can be conceptualized considering the different customer behavior of medical
service consumers.
The research
emphasizes the importance of SERVQUAL to the empirical evaluation of the study
and the usefulness in a hospital service environment. The SERVQUAL scale is suited to the marketing
perspective of service oriented organization in which this research adopted the
method as dependent variables comparing to the demographic characteristics of
medical service consumers.
The
research uses the inferential statistics of measuring the consumer satisfaction
by independent sample T-Test and analysis of variance. The result of the research considers the
mathematical implication measurement of .05 as the level of significance of the
study. The findings resulted to consider
tangibles (Sig..000), reliability (Sig..000), responsiveness (Sig..000),
assurance (Sig..000), and empathy (Sig..005) in relation to racial group
demographic variable. For gender
demographic variable, tangible (Sig..035) is considered high in significance. For age demographic variable, tangibles
(Sig..046) are also considered significant. For marital status demographic
variable, tangibles (Sig..017) and responsiveness (Sig..030) are considered as
significant. For occupation demographic,
variable tangibles (.000) was only considered significant. Also, for education demographic, variable
tangible (Sig..005), responsiveness (Sig..041), assurance (Sig..017), and
empathy (Sig..015) are considered significant in difference.
Introduction
of the Study
Globally,
the medical service offered by the private and profit oriented medical
organizations gives a different perspective of the health status of a given
country. Thus, the World Health Organization
aims to a more globalized and equal public health by reducing the health
depressed countries in experiencing the expensive medical expenditure. Profit
oriented medical services vary from country to country, according to the
economic, political, sociological, and cultural stability, which contributes to
the negative inequality of medical service in a given country as a whole (Woodward et al., 2001).
Accordingly,
Sahay (2001) considers the continuing need of acquiring a global standardized
medical infrastructure to achieve an equal medical treatment in a global
perspective. Poor infrastructures from the
developing countries are driven by a lack of funds to acquire advance medical
equipments and high rate tax being set by the government to privately owned
medical organizations. Furthermore, the
effect of high tariffs in importing medical equipments from other countries
gives a higher markup to the fees issued to the patients. Consumers in private hospitals are expecting a
higher quality of medical service due to the high hospital fee being
issued. The continuous upgrading of
information technology infrastructure in the medical care of private medical
organizations in the Philippines helps the country’s medical service quality
meet with the standards expected by the international accrediting body such as
the Joint Commission International Accreditation.
The
migration of top medical workers from the Philippines resulted to a great
negative effect in the medical service quality being served to the public. The acquisition of high technology hospital
equipments from other countries is ineffective without the participation of the
human resource expertise which will operate the modern hospital equipments in
the twenty first century (Aiken et al., 2004).
The
insurance issued by the Philippine government to the public had unsatisfactory
effect on the patients when it is being used to the privately owned
hospital. The benefits being allowed by
the government to patients in privately owned medical organization cannot cover
the high hospital and professional fee being issued by the privately owned
hospital. Thus, patients will resort to other
private international and domestic insurance companies and will get more cash
from the patient’s savings account to cover the expenses issued by the medical
organization (Obermann et al., 2005).
Nationally,
the price hike of pharmaceutical products gives a concrete reason why high
hospital fees being asked to patients are high in price. Consequently, the
continued acquisition of the branded pharmaceutical products owned by the
multinational companies gives quality medicine to hospitals but with a high
price that gives the patients high medical fees. As of the year 1988, the legislation of
Republic Act (RA) 6675 commonly known as the generic act, was implemented.
Also, it reduced the price of pharmaceutical products from 75 percent to 95
percent. Recently, Republic Act (RA)
9502 also known as “Universally Accessible Cheaper and Quality Medicines Act of
2008” gives the generic pharmaceutical companies time to prove their
capabilities in competing the pharmaceutical market in the Philippines with
high quality standards. With this
regard, it is not only the small pharmaceutical business players that are
benefiting the act but also the people in general (Sobrepeña, 2009).
People
from local provinces in the Philippines have difficulty to reach the private
owned medical hospitals for treatment.
The accessibility and expensiveness of transportation and hospital fees
gives the patients option to go to the government hospitals with low medical
expertise that results to a higher mortality rate in a national perspective
(Herva et al., 1999). In addition, Wong
(1999) studied the continued cases of acute heart strokes in Asia and the
Philippines. More and more Filipinos are
suffering from severe heart problems due to poor eating habits and lack of
physician’s consultation caused by expensive physician’s fee and inaccessible
hospitals from the provinces.
The
Philippines is situated in the Western border of the Pacific Rim with 7,107
islands with a total of 117,187 square miles.
Its population is 88% Catholic Christian and 4% are Muslim Malay. The Philippines has about 86,264,000 in
population as of early 2009. The culture
of Philippines is a mixture of several countries which colonized the island
from the Spanish Colonization in 1521 before it gained the self-governing
commonwealth of the United States. After
World War II, the Philippines achieved their independence on July 4, 1946. By the year 1950, the Philippines is only the
second to Japan in terms of economic stability.
However, when Ferdinand Marcos took into power from 1965 to 1986, many
government policies were changed and the economic status of the Philippines
drop rapidly until the President Aquino’s Administration came to power. The
government policies, including healthcare revision of the government standards,
are being ratified in 1986. In as much
as President Fidel V. Ramos, Joseph E. Estrada, and Gloria M. Arroyo try to
save the ailing economy, the Philippines is challenged to cope with the fast
moving economy around Asia. (De Vera et
al., 2008).
At
this time, the Philippines is still in the status of being dependent from the
aid of United States and other developed countries in terms of medical
equipments, hospital equipments, and pharmaceutical supplies. The economic stability of the country affects
greatly the local people’s capacity to send themselves and other members of the
family to hospitals for medical treatment (Shen & Williamson, 1999).
The
Department of Health of the Philippines are creating programs and strategic
ways that the Filipino people in general can avail the prescribe medicines
given by the physicians. The new set of
price reduction specifies certain medical drug that gives a great positive
outcome to the top listed health illnesses in the country. Despite the encouragement of the government
to reduce pharmaceutical selling prices, the need for affordable and product
quality pharmaceuticals are still a great concern to the pharmaceutical market
in the Philippines. The operating cost
in manufacturing pharmaceutical products still matters when it comes to pricing
in the actual market. With this concern
the medical service as a whole is being affected by the availability of medical
supplies and hospital supplies in aiding the day to day service being rendered
to medical service consumers (Department of Health of the Philippines, 2010).
The
World Health Organization conveys the capability of every Filipino household to
send their relatives to hospitals and acquire the right medical attention
needed. As medical health awareness increases more quality and affordable
hospital infrastructures as well as pharmaceutical products are needed in order
to balance the quality of medical services in the Philippines. With this manner, quality services not only
in public but also in private hospitals will be affordable. (World Health
Organization, 2009)
Statement of the Problem
This inquiry intends to determine
the customers’ satisfaction of the Filipino people towards the private medical
services in the Philippines.
Specifically it attempts to find answers to the following questions:
1. What is the level of customer satisfaction for
hospital services in terms of tangibles, reliability, responsiveness,
assurance, and empathy?
2. Are there significant differences in the
customer satisfaction for hospital services when being classified according to
racial group, gender, age, marital status, occupation, and education?
3. Which of the selected variables significantly
contribute to the customer satisfaction of the Filipinos toward the private medical
services in the country?
Research Objectives
The aim of the research is to
measure the consumer satisfaction of Filipinos in the Philippines towards
medical service. The study considers
different aspects both behavioral and technical sides of medical service that
is being observed through the dependent variables of the study on the irregular
manners of customers segment in medical service consumers in the Philippines.
The study further aims to
determine the present level of consumer satisfaction for medical service in the
Philippines.
Moreover, the objective
determines the dependent variables:
Tangibles
Reliability
Responsiveness
Assurance
Empathy
Also, its significant
differences to the dependent variables:
Racial group
Gender
Age
Marital status
Occupation
Education
Scope of the Research
The research measures the given
variables by getting samples through questionnaire provided to outpatients and
inpatients or representatives of patients’ from 16 years old and above. The range of this study covers the
respondents from the selected private hospitals in the Philippines. The research covers equal private hospital
samples for testing from the given cities in the Philippines. As of this time, The Philippines is comprised
of 1,728 licensed hospitals, from which 1,061 are the private hospitals and 667
are the government hospitals. In the
government hospitals, 72 hospitals are under the supervision of Department of
Health, 5 military hospitals, and 590 local government hospitals. The overall hospital beds in the Philippines
are 85,040 (Department of Health of the Philippines, 2009).
The areas being selected as the
spotlight in getting the samples are from the cities randomly selected in the
Philippine archipelago.
The researcher satisfies the
required samples by getting the actual data from the private hospitals namely.
Silliman University Hospital
–Dumaguete City- Visayas Islands
Cebu Doctors University
Hospital- Cebu City- Visayas Islands
(Baptist Hospital) Mindanao
Medical Center- General Santos City- Mindanao Islands
Significance of the
Study
1. The
most important aspect in medical service is the consumer satisfaction in the
given country. The performance of
medical services will determine the mortality rate of the whole country’s
population.
2. Accordingly,
both private and public hospitals will contribute to the whole performance of
healthcare in the Philippines. This research will give knowledge for any further
business improvement in private medical care sector of the Philippines and can
contribute to the healthcare service in the Philippines in a bigger context.
3. The
medical care in the Philippines will be upgraded based from the formulated
outcome of the research.
FOR MORE INFORMATION ABOUT THE RESEARCH PLEASE FOLLOW THE LIBRARY WEBSITE LINK OF ASSUMPTION UNIVERSITY BELOW FOR MORE INQUIRY AND STATISTICAL REFERENCE OF THE RESEARCH STUDY:
The usefulness of ICT in small
businesses today creates a huge impact to the modern human resource and
development. The study of Shaw et al.
(2005) portrays the observation of SME companies that utilizes the services of
ICT. As what the general notion reveals
that the cost reduction and the maximization of profit accelerate in a manner
that SME operation will outperform the mainstream business company
operation. The study further analysis
the research of Acs and Arrington (2003) that SME business operation grows
rapidly in the sense that creating and starting a market reach is feasible in
the sense that ICT services is always at hand to be used and be utilized.
Consequently, Headd (2001) reveal in his
study that SME business survival is hardly possible for decades for the reason
that investment capital for example is hardly sustainable and feasible. But with the utilization of ICT, SME
businesses can survive with their day to day operating expenses showing more
profit margin than losses. Brannback
(1997) supports the notion of Headd (2001) by creating the research study that
by using technologically advanced gadgets in the organization, customer reach
is more controllable and easier to reach.
Likewise, Peterson (1999) studied in his research the relevance of sales
representatives as the direct contact of the customers and the main level of
the organization that will use the ICT program structure to encode the customer’s
market activities. As a relevant
concept, Peterson (1999) believes that sales activities with ICT usage will
strengthen the customer relation of the organization. Further readings of Shaw et al. (2005) utilizes
the research of Smith and Barclay (1997) as to the after sales support of the
organization to the customers. As most
business organization today are reflective with their market operation, after
sales services are commonly accommodated by the sales Representatives to create
a more personalize relationship between organization and company. In this manner, Shulman (1992) advances his
research inquires in the academic aspect of the personnel as to how the
personnel of the organization is capable in accommodating the new business
challenges in the market using the modern ICT infrustrature. Thus, Academic instructions in the
Universities must be congruent to the modern business operation of most
International organization worldwide.
Business ICT Maturity and Market Segmentation Explained
The Study concretely utilizes the
5 dimensions to check the scale reliability in relation to sales effectiveness.
1. Resource Management 2. Perceived Usefulness 3. Perceived Ease of Use 4.
Comfort level and 5. General attitude.
Out of the five items, the five succeeding items has the cronbach alpha
of 0.872, 0.816, 0.793, 0.723, & 0.706 which means that the five point
scale are reliable for final market research testing. Further statistical data revealed using
Regression Coefficients, (from the succeeding data) 1. Resource Management has
the Coefficients of 0.266 and p value of 0.032 2. Perceived Usefulness
Coefficients of 0.241 and p value of 0.040 3. Perceived Ease of Use has the
Coefficients of 0.298 and p value 0.026 4. Comfort Level has the Coefficients
of 0.219 and p value of 0.043 and lastly, 5 General attitude about technology
has the Coefficients of 0.252 and p value of 0.033.
Conclusively, the study of Shaw
et al. (2005) reveals that item number two which is the Perceived Usefulness
has the highest statistical impact towards the customers and the market at
large knowing that the Customer Retention got 0.24(0.02), Customer Loyalty of 0.24(0.02),
and Improved Morale of 0.25(0.02).
Basing from the statistical observation, usefulness of technological infrastructure
in the organization in SME level has the profit maximization and the marketing
operation effectiveness in the modern marketing approach of today using the ICT
infrastructures through the personnel management.
MAIN REFERENCE:
Shaw,
D. M. (2005). Sales Effectiveness and Firm Performance: A Small Firm
Perspective. The Entrepreneurial Executive.
The old notion that marketing is only for buying and selling
a commodity is not applicable this modern era of business. Marketing as a holistic approach requires an
academic opinion based from the recent academic journals and research. The aim of launching this new site is to accommodate
and analyze the various recent research journals to create new marketing
frontiers not only in business but other field of sciences. Having said that, other sciences such as
medical, sports and military etc. are accommodating the academic opinion of
business since business marketing has a close connection with public
relations. The teachings of Kotler which
emphasizes value creation and value delivery will collaboratively enhance the
teachings of Drucker for organizational management. These pillars of business and marketing haven’t
realize that their fundamental theories will radiate not only in basic business
and marketing science but rather other sciences are using their value creation
and transformation techniques to renovate their organizational operations. This site will not only depend its discussion
from the notions and opinions of the writer but rather from the latest journals
both marketing and other sciences.
Indeed, this site will use other websites as a source of research
journal for discussion.
USEFUL LINKS FOR ACADEMIC REFERENCE:
http://www.businessjournals.com
http://www.bizjournals.com
http://www.iveybusinessjournal.com
http://www.labusinessjournal.com
http://www.palgrave-journal.com
http://www.jibs.net
http://isb.sagepub.com
http://www.european-business-journal.com
http://www.elsevier.com
http://www.business-and-management.org
http://www.strategy-business.com
http://www.managementjournals.com
http://www.globip.com
http://www.aabri.com
http://www.tandf.co.uk/journals
http://www.theibfr.com
http://www.marketingpower.com
http://www.marketresearchworld.net
http://www.12manage.com
http://www.economist.com
http://www.wsj.com
http://www.time.com
http://www.marketingmag.ca
http://www.marketingmag.com.au
http://www.salesandmarketing.com
http://www.marketingweek.co.uk
http://www.bplans.com
http://www.questia.com
http://www.freeonlineresearchpapers.com
http://www.findarticles.com
http://www.pubmedcentral.nih.gov
http://www.medscape.com
http://www.jwatch.org
http://www.doaj.org
http://www.thefreelibrary.com
http://www.mplans.com
http://www.economicclock.com
AERA SIG Communication of Research
Australasian Legal Information Institute
(AustLII) Journals
Bioline International
BioMedCentral Open Access
Cell Press Free Archives
Centre for Economic Policy Research Publications
Core Historical Literature of Agriculture
Council for the Development of Social Science
Research in Africa (CODESRIA) Department of Publications and Dissemination
Dana Press
Digital Library of the Commons
DigiZeitschriften Open Access Journals
Directory of Open Access Journals
Electronic Text Center
Electronic Text Centre - University of New
Brunswick
Euclid Open Access
Free IngentaConnect Backfiles
Gallica
HighWire Press (Free Journals)
J-STAGE (Japan Science & Technology
Information Aggregator, Electronic) Freely Available Titles - English
NUMDAM
Open J-Gate
Public Library of Science (PLoS)
PubMed Central
Transportation Research Board
U.S. Government Documents
UNICEF
World Health Organization Publications
e-encyclopedia
HighBeam Encyclopedia
Free Health Encyclopedia
Free Encyclopedia of Ecommerce
Onelang.com
Free and new online Oxford Dictionary
TheFreeDictionary By Farlex
Dictionary.com
Free Online Dictionaries by Babylon
alphaDictionary
LingvoSoft Online Dictionaries
Bartleby.com
The Internet Picture Dictionary
AllWord.com
Marriam-Webster
Medical Dictionary Online
FOLDOC - Computing Dictionary
FREE Online Rhyming Dictionary
Lexitron
Business and marketing practitioners can refer to this site
as well to start your thesis writing project or your business marketing
research of your company. Mathematical analysis
will be simplified in terms of interpreting the data from the statistical
package given. New readers and
commentators of the site are expected to impart their academic insights to collaboratively
enhance the new frontier of marketing science.
Website like www.ama.org are one of the
leading academic marketing sites that discusses the academic and actual
marketing application of the theories being discussed from its writers. This site on the other hand will allow other
sources of academic journal publisher to cross refer in terms of the topic
discussed per blog. In this manner,
every blog that will be published in this site has a corresponding academic reference
to make sure that the knowledge created from this site can be used in any other
academic thesis or research. APA
approves the blog websites as part of referencing provided that the given site
is also using the academic reference for reviews and conceptual creation in a
secondary or primary data analysis. The
succeeding blogs will discuss the topics useful to the high technology market
of today. Finally blogging with academic
reference is more useful in the field of marketing science and actual business
marketing operations in our technologically advance society today.
