Attractive or not? That is the question! Marketing mix as a tool for analysis in unplanned conglomerate of health services from the consumers' perspective

Authors

DOI:

https://doi.org/10.33448/rsd-v11i4.26411

Keywords:

Attractiveness; Unplanned clusters; Cluster theory; Services marketing.

Abstract

The objective of this article is to analyze the attractiveness of an unplanned cluster of health services, from the perspective of cluster theory and the marketing mix (product, price, place, promotion, processes, people and physical evidence). To achieve this purpose, it was decided to produce an exploratory research, of a quantitative nature, through interviews with closed questions, carried out with users of health services, in Aracaju, Sergipe. Logistic regression was chosen to analyze the research data and the IBM SPSS software was used to process the data. The results of the study showed that of the seven constructs, components of the service marketing mix, only two are not considered relevant to the attractiveness of the researched cluster: promotion and people. The study serves as a guideline for managers of companies that belong to these clusters to develop strategies appropriate to their reality, thus obtaining a competitive advantage over their competitors.

Author Biographies

Juliana Alves Campos, Universidade Federal de Sergipe

Master's student in Business Administration (PROPADM) at the Federal University of Sergipe. Bachelor of Business Administration from the Federal University of Sergipe. Bachelor in Accounting Sciences from UniBF College. She has a degree in Mathematics from Tiradentes University. Specialist in Auditing and Finance (2019) from Faculdade Paraíso do Norte. Specialist in Teaching Methodology in Mathematics and Physics (2019) from Faculdade Cidade Verde. Specialist in applied statistics from Universidade Pitágoras Unopar Anhanguera. She is currently a professor of mathematics and administration-SECRETARIA DE EDUCAÇÃO DO ESTADO DE SERGIPE, with experience in the area of teaching in Mathematics, People Management and Entrepreneurship.

Rosângela Sarmento Silva, Universidade Federal de Sergipe

PhD in Administration from the Municipal University of São Caetano do Sul – USCS. Professor at the Graduate Program in Administration -PROPADM and at the Professional Graduate Program in Public Administration - PROFIAP at the Federal University of Sergipe -UFS. University City Prof. José Aloísio de Campos Av. Marechal Rondon, s/n Jardim Rosa Elze - CEP 49100-000 - São Cristóvão/SE - Brazil E-mail: rosangelasarmento13@academico.ufs.br or rosangelasarmento13@gmail.com.

Maria Elena Leon Olave, Universidade Federal de Sergipe

Post-Doctorate in Entrepreneurship and New Business from the University of Minho- Portugal (2020) . She holds a degree in Accounting and Administrative Sciences-Universidade Del Valle-Cali-Colombia in 1992. She obtained her Masters in Production Engineering from the Polytechnic School of the University of São Paulo (1998) and a PhD in Production Engineering from the University of São Paulo (2003). ). She is currently an Associate Professor at the Department of Administration at the Federal University of Sergipe and Professor in the Postgraduate Programs in Administration - PROPADM / UFS and the Professional Master's Program in Public Administration - PROFIAP. Collaborator of the NPGA-UFBA. He has experience in the area of ​​Production Engineering with an emphasis on Production Management, working mainly on the following topics: Production and Operations Administration, Logistics and Supply Chain, Innovation Management, Entrepreneurship, Small Business Management, specifically on Local Production Arrangements, Cooperation Networks, Clusters, New Business Creation, Spin-off, Startups, etc. She was a member of CONSU / UFS- Superior Council of the Federal University of Sergipe, and of CONEPE- Research and Extension Council. She guides students at the Postgraduate, Undergraduate, Specialization, Scientific Initiation and Monitoring levels. She was Coordinator of the Postgraduate Program in Administration at the Federal University of Sergipe from 2014 to 2017, and in the Vice-Coordination between 2011 and 2013. Coordinator of the Postgraduate Program in Public Administration -PROFIAP in 2019. - Leader of the Entrepreneurship and Small Business Research Group. Member of the UFS Research Commission (2021-2025).

Agair Juliete Cavalcante Carvalho, Universidade Federal de Sergipe

Master's student in Business Administration at the Federal University of Sergipe (UFS). Graduated in Business Administration, post-graduated in Production and Quality Engineering and post-graduated in Strategic Management. Currently Instructor of SENAI/SE in the area of Management (disciplines in the area of Administration and Logistics - for courses of administrative assistant, technician in logistics, technician in administration and diverse technical areas).

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Published

23/03/2022

How to Cite

CAMPOS, J. A. .; SILVA, R. S. .; OLAVE, M. E. L. .; CARVALHO, A. J. C. . Attractive or not? That is the question! Marketing mix as a tool for analysis in unplanned conglomerate of health services from the consumers’ perspective. Research, Society and Development, [S. l.], v. 11, n. 4, p. e44111426411, 2022. DOI: 10.33448/rsd-v11i4.26411. Disponível em: https://www.rsdjournal.org/index.php/rsd/article/view/26411. Acesso em: 20 apr. 2024.

Issue

Vol. 11 No. 4

Section

Human and Social Sciences

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Copyright (c) 2022 Juliana Alves Campos; Rosângela Sarmento Silva; Maria Elena Leon Olave; Agair Juliete Cavalcante Carvalho

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