Author:
Cavallone Mauro,Magno Francesca,Zucchi Alberto
Abstract
Purpose
The purpose of this paper is to demonstrate how geomarketing statical tools (notably, gravitational models) can support healthcare organisations to improve the quality of their services.
Design/methodology/approach
Geomarketing tools were applied to the analysis of data (91,478 observations) concerning the performance of nuclear magnetic resonance.
Findings
Geomarketing models can support and enhance the planning of service provisions of healthcare organisations. Drawing the planning actions on the patient needs and actual behaviours allow the healthcare organisations to obtain better market performance.
Practical implications
The results support the health service planning activities related to covering the so-called “offer gaps”.
Originality/value
This is the first study to apply geomarketing to improve the quality of healthcare services.
Subject
Strategy and Management,General Business, Management and Accounting,Business and International Management,General Decision Sciences
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