| 特集名 | 透析患者の体力と認知力を考える―患者と家族が満足するキュアとケア | |
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| 題名 | 効率化から満足化へのマーケティングシフト | |
| 発刊年月 | 2018年 05月 | |
| 著者 | 袖川 芳之 | 京都学園大学経済経営学部 |
| 【 要旨 】 | 効率化の科学として登場したマーケティングは，1990年代以降は顧客満足（CS）が重要な概念となり，効率化から満足化への転換が進んでいる．とくにブランド論は，短期的な売り上げや利益よりも顧客との関係性や絆の構築を重視した． 企業は満足を提供し顧客のロイヤルティを獲得することで，顧客の生涯価値（CLV）を得る．また，ロイヤルティの高い顧客は他人に推奨してくれる． このようななかで，企業と消費者の関係の“見立て”が変化している．消費者は「家族」や「仲間」であり，彼らに満足体験＝カスタマー・ジャーニーを提供することが現在のマーケティングの最前線である． 医療機関も患者に対する見立てを変えていくことが患者満足向上の鍵になるだろう． |
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| Theme | Practical approach to improve physical and cognitive function of patients on chronic dialysis: Points of satisfaction for patients and their families | |
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| Title | Marketing is a science of creating satisfaction; it can be applied widely to non-profit organizations including medical services | |
| Author | Yoshiyuki Sodekawa | Faculty of Economics and Business Administration, Kyoto Gakuen University |
| [ Summary ] | In its early stages, marketing was considered a science of efficiency. However, in the early 90s it was transformed into a science and art of ensuring customer satisfaction. The Brand Equity theory pushed this definition further by emphasizing the importance of building relationships with customers rather than pursuing short-term sales or net profits. In recent times, companies have departed from their conventional view of managing consumer / customer relationships. Their relationships with their customers now assume the form of ties with families or intimate friends rather than being treated as targets to be manipulated. Companies now offer "Customers Journey," which is a planning method aimed at producing customer satisfaction throughout the process of buying this is now one of the new frontiers of marketing. One of the key principles to improve patient satisfaction in medical institutions is to change the assumption of the relationship between institutions and patients. |
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