Abstract
Studies in healthcare service have received remarkable attention from both researchers and practitioners. This specific topic is interesting because of not only its complexity in nature as highly customized, highly risk-taking but also the high extent of coproduction in the value creation process. This study was implemented with the involvement of more than 40 healthcare service providers to augment better understandings of the current marketing practices using websites within this specific sector. Four dimensions including information, communication, transaction, and relationship were deployed to evaluate the website marketing activities. While the information and communication dimensions initiate the relationships between customer and provider, the communication and transaction ones maintain and develop these relationships. Research findings suggested that in Danang, the transaction and relationship dimensions should need a better consideration due to their importance.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
References
Alpert, J. (2015). Evaluating the content of family physician websites in the United States. Journal for Healthcare Quality, 37(5), 311–318.
Chiappa, G. D. (2013). Internet versus travel agencies: The perception of different groups of Italian online buyers. Journal of Vacation Marketing, 19(1), 55–66.
Chiou, W.-C., Lin, C.-C., & Perng, C. (2010). A strategic framework for website evaluation based on a review of the literature from 1995–2006. Information & Management, 47(5-6), 282–290.
DBS website. (2018). 8 Great examples of healthcare websites. https://www.dbswebsite.com/blog/2018/07/09/8-great-examples-of-healthcare-websites/
Gaskill, S., & Nguyen, L. H. (2015). The Vietnamese healthcare industry: Moving to the next level. PWC. 7 p.
Howitt, A., Clement, S., de Lusignan, S., Thiru, K., Goodwyn, D., & Wells, S. (2002). An evaluation of general practice website in the UK. Family Practice, 19(5), 547–556.
Jaakkola, E., & Halinen, A. (2006). Problem-solving within professional services: Evidence from the medical field. International Journal of Service Industry Management, 17(5), 409–429.
Laing, A., Fischbacher, M., Hogg, G., & Smith, A. (2002). Managing and marketing health services. Thomson. 208 p.
Law, R., Qi, S., & Buhalis, D. (2010). Progress in tourism management: A review of website evaluation in tourism research. Tourism Management, 31(3), 297–313.
Li, X., & Wang, Y. (2010). Evaluating the effectiveness of destination marketing organizations’ websites: Evidence from China. International Journal of Tourism Research, 12(5), 536–549.
Li, X., Wang, Y., & Yu, Y. (2015). Present and future hotel website marketing activities: Change propensity analysis. International Journal of Hospitality Management, 47, 131–139.
Merono-Cerdan, A. L., & Soto-Acosta, P. (2007). External web content and its influence on organizational performance. European Journal of Information Systems, 16(1), 66–80.
Or, C., & Karsh, B.-T. (2009). A systematic review of patient acceptance of consumer health information technology. Journal of the American Medical Informatics Association, 16(4), 550–560.
Osei-Frimpong, K., Wilson, A., & Lemke, F. (2016). Patient co-creation activities in healthcare service delivery at the micro-level: The influence of online access to healthcare information. Technological Forecasting and Social Change, 126, 14–27.
Powell, J. A., Darvell, M., & Gray, J. A. (2003). The doctor, the patient, and the world-wide-web: How the internet is changing healthcare. Journal of the Royal Society of Medicine, 96(2), 74–76.
Sanchez, M. H., & Sanchez, P. M. (2011). Evidence on the content of physician websites. Global Journal of Business Research, 5(3), 93–100.
Taylor, K. (2009). Paternalism, participation, and partnership — The evolution of patient-centeredness in the consultation. Patient Education and Counseling, 74(2), 150–155.
Ting, P.-H., Wang, S.-T., Bau, D.-Y., & Chiang, M.-L. (2013). Website evaluation of the top 100 hotels using advanced content analysis and eMICA model. Cornell Hospitality Quarterly, 54(3), 285–293.
Torpie, K. (2014). Customer service vs. patient care. Journal of Patient Experience, 1(2), 6–8.
Vogus, T. J., & McClelland, L. E. (2016). When the customer is the patient: Lessons from healthcare research on patient satisfaction and service quality ratings. Human Resource Management Review, 26(1), 37–49.
Wang, Y., & Russo, S. M. (2007). Conceptualizing and evaluating the functions of destination marketing systems. Journal of Vacation Marketing, 13(3), 187–203.
Acknowledgments
This research is funded by Funds for Science and Technology Development of The University of Danang under project number B2018-DN04-12.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2022 Springer Nature Switzerland AG
About this chapter
Cite this chapter
Truong, P., Doan, H., Tran, L. (2022). Website Marketing Activities in Healthcare Service Sector: A Case in Danang, Vietnam. In: Nguyen, A.T., Hens, L. (eds) Global Changes and Sustainable Development in Asian Emerging Market Economies Vol. 1. Springer, Cham. https://doi.org/10.1007/978-3-030-81435-9_33
Download citation
DOI: https://doi.org/10.1007/978-3-030-81435-9_33
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-81434-2
Online ISBN: 978-3-030-81435-9
eBook Packages: Earth and Environmental ScienceEarth and Environmental Science (R0)