Customer Satisfaction or Loyalty?

Paper Summary:

The paper looks at health care information via the Internet that has changed the way individuals manage their health and receive health care information. The paper explains that this has greatly impacted customer loyalty to a doctor since one can order medication or research symptoms, treatments and long-term prognoses online. The paper therefore concludes that customer satisfaction has become much more important to the healthcare consumer than customer loyalty to a doctor.

From the Paper:

"When it comes to healthcare, people want to be satisfied. They often feel as thought they are not getting enough for their money, their doctors charge them too much, and their insurance companies do not pay for enough treatments and procedures. This being the case, they also doctor-shop to either (a) find a doctor that actually works the way they think he or she should, or (b) find a doctor that tells them what they want to hear. This comes down to a difference between customer loyalty (to one doctor, for example), and customer satisfaction (going from one doctor to the next until one is satisfied with the answer)."

Sample of Sources Used:

• Bynum, T.W. (1999) The Foundation of Computer Ethics. a keynote address at the AICEC99 Conference, Melbourne, Australia, July 1999. Published in the June 2000 issue of Computers and Society.
• Hudak, R.P. (1999). Beyond managed care: trends in managed care organizations: implications for the physician executive. Physician Executive, 25, 22-27.
• Rippen, Helga E. (2000). What every viewer and developer should know about site standards. Medical Marketing & Media
• Rothstein, Nicole A. (2001). Protecting privacy and enabling pharmaceutical sales on the Internet: a comparative analysis of the United States and Canada. Federal Communications Law Journal.
• Gotterbarn, D. (1991) Computer Ethics: Responsibility Regained. National Forum: The Phi Beta Kappa Journal.

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