RELATIONSHIP MARKETING: HEALTHCARE MANAGEMENT PROGRAMME AT PMCARE SON BHD NAZILA BINTI NOR SAID

Transcription

1 RELATIONSHIP MARKETING: HEALTHCARE MANAGEMENT PROGRAMME AT PMCARE SON BHD NAZILA BINTI NOR SAID Submitted in Partial Fulfillment of the Requirement for the Bachelor of Business Administration (Hans) Marketing FACULTY OF BUSINESS MANAGEMENT UNIVERSITI TEKNOLOGI MARA MELAKA 2006

2 BACHELOR OF BUSINESS ADMINISTRATION (HONS) MARKETING FACULTV OF BUSINESS MANAGEMENT UNIVERSITI TEKNOLOGI MARA MELAKA "DECLARATION OF ORIGINAL WORK" I, Nazila Binti Nor Said, ( ) Hereby, declare that, This work has not previously been accepted in substance for any degree, locally or overseas and is not being concurrently submitted for this degree or any other degrees This project paper is the result of my independent work and investigation, except where otherwise stated All verbatim extracts have been distinguished by quotation marks and source of my information have been specifically acknowledged. Signature : _+---::::~ _ Date:.:J...b /rp12/l :;"0{) e:,

3 TABLE OF CONTENTS PAGE ACKNOWLEDGEMENT LIST OF TABLES LIST OF FIGURES ABSTRACT iv viii ix x CHAPTER 1 : INTRODUCTION 1.1 The Company Corporate Vision Corporate Mission Products and Services that Offered to Customer Benefits of Using PMCare Activities of Relationship Marketing by PMCare Sdn Bhd Preventive Programmes Continuous Medical Education Program PMCare and Community Health Problem Statement Research Question Research Objectives Theoretical Framework Scope of Study Significant of Study Definition of Terms 12 CHAPTER 2: LITERATURE REVIEW 2.1 Definition of Relationship Marketing 2.2 The Purpose of Relationship Marketing 2.3 Developing a Relationship MarketingStrategy 2.4 The Importance of Relationship Marketing Trust Commitment

4 2.4.3 Communication Conflict Handling 2.5 Relationship between Customer Loyalty and Satisfaction Customer Loyalty Customer Satisfaction CHAPTER 3 : RESEARCH METHOD 3.1 Research Design Population Sampling Sampling Frame Sampling Technique Sampling Size Data Collection Primary Data Method of Data Collection Survey Method Questionnaire Design Fixed-alternative question Data Analysis & Interpretation Frequency Distribution Reliability Testing Correlation 29 CHAPTER 4 : ANALYSIS AND INTERPRETATION OF DATA 4.1 Reliability Test Respondent's Profile Elements to Build Up Trust Personalised Services Communication Conflict Handling Correlation 37

5 ABSTRACT The objective of the study is to reach on the Relationship Marketing of Healthcare Management Programme in PMCare Sdn Bhd. The final report will help PMCare identify the perception of its customers, and if there are problems, that may cause dissatisfaction among the customers toward PMCare to extend, it affects the sales performance. Yet, Relationship Marketing strategies and tactics are context specific. this paper reports show how business relationships may develop in the future and the practices that should be used under certain scenarios. It concludes with recommendations of areas where further research activity in Relationship Marketing is required. Seeking knowledge of a customer's personal feelings concerning their comfort level with various communication approaches could enhance the reception of messages crafted for them. The discipline needs to move beyond the numbers to a more abstract analysis of the customer as an individual with specific feelings toward various marketing approaches. x