期刊名称：Annals of the University of Oradea : Economic Science
印刷版ISSN：1222-569X
电子版ISSN：1582-5450
出版年度：2009
卷号：XVIII
期号：04
出版社：University of Oradea
摘要：Nowadays, the new approach of the relations with the beneficiary of the surgery services promotes a new optical, the one in
which the applicant of the health services is no longer considered ―ill‖ or ―patient‖ but ―client‖ or ―beneficiary‖. Therefore,
the satisfaction of the patient, viewed as client, becomes generally a fundamental aspect of the strategy of marketing and
especially of the medical marketing, which is viewed as an economic and social mechanism through which the beneficiaries of
the sanitary services obtain what they need and what they want by the appearance of the service exchange. Therewith, this
satisfaction of the client is transposed in a real management of demand reified in the formulation of the strategy of marketing
for the problems that aim at obtaining new approaches for the excellence of the relationships with the beneficiaries of the
surgery services
关键词：the marketing of services, sanitary marketing, the patient‘s satisfaction, perception, expectations, empathy
