Applying marketing in management and modernization strategies of public services: cases of study in South of Chile hospitals

Abstract

This is a summary of the author’s Doctoral Thesis, supervised by Professor Carmen Berné, and defended on March, 2009 at the Department of Business (University of Zaragoza). This research is focused in the analysis and evaluation of the application of Marketing in the management and modernization strategies in public services. Particularly in the cases of two regional hospitals located at the south of Chile. Since the review of the literature, an empirical research both qualitative (from interviews) and quantitative (from structured surveys), allows analysing and comparing the providers’ perspective (all the staff statements) versus of the users (patients). About the users vision and form their perceptions, a Model of Hospital Service Effective is purposed and validated. The results provide management implications useful for the improvement of public management of health establishments, key of development and competitiveness of developing countries.