Relationship marketing in health enterprises and it?s impact on customer loyalty

In today?s world, the increasing competition enforced both service and other businesses to seek and apply different sales and marketing strategies. The market conditions push companies to focus on customer oriented marketing instead of sales- oriented like in traditional marketing; as well as necessitating to adopt a more dynamic, creative and customer relationship based approach. And this approach is called `relationship marketing?; aims retaining the existing customers by building long-term relations and improving it, rather than searching for new ones. Today, the most important tool to create customer loyalty is to develop a long lasting and consistent relationship with customers that cannot be simply copied by others.Marketing became the primary function of all the businesses and especially, the private health industry?s in relation to the high competition. As a result of the increasing number of private hospitals, to increase the market share; overall the service quality is improved, customer satisfaction gained more importance and relationships are built stronger to win the loyalty.For this reason, there has been a research conducted, using the survey method to determine the role of the customer loyalty on relationship marketing in Kadıköy Vatan Hospital. The data has been collected with survey method and the results are analyzed with the statistics tool, called SPSS 15 (Statistics Program for Social Science).The assessment has come to a conclusion as, retaining the existing patients is important as to gain new ones, the factors to protect the customer loyalty vary on every other patient, the importance of the (brand-) association reputation and at last the value (significant importance) of the communication with patients are the main results. Additionally, the research shows that the trust on the association and customer loyalty connection is a high-level factor.Key Words1.Relationship Marketing2.Customer Loyalty3.Health Enterprises4.Hospital5.Retaining the Customers