Nasza strona zapisuje niewielkie pliki tekstowe, nazywane ciasteczkami (ang. cookies) na Twoim urządzeniu w celu lepszego dostosowania treści oraz dla celów statystycznych. Możesz wyłączyć możliwość ich zapisu, zmieniając ustawienia Twojej przeglądarki. Korzystanie z naszej strony bez zmiany ustawień oznacza zgodę na przechowywanie cookies w Twoim urządzeniu.
Both the scientific bodies as well as business practitioners over the past few years have concentrated their efforts in the field of marketing and management primarily around the concept of customer, wanting to know more about him/her and trying to understand their behaviour so that their market activities can more easily be influenced and shaped. In today’s market, the customer bases the purchase-decision-making process on choosing a good/service that will give him/her the greatest satisfaction, a subjective, positive experience, which is an emotional reaction to the perceived value. Its level is a result of the comparison between the level of expectations arising from past experience, obtained information and promises, and the perception of experienced situation. In the empirical part of the manuscript, the authors present the main differences in the process of building customer satisfaction and loyalty for two groups of patients: those using prepaid medical services and those who pay for their services each time. Reported results refer to research carried out by the authors between August and October 2012 in the city of Warsaw (Poland) with use of the Structural Equation Modeling analysis. The study was conducted via paper surveys, on a sample of 1590 respondents who were the patients of selected medical organizations. The study demonstrated, using two, separate models, that among aforementioned groups of patients, the evaluation of health services proceeds in quite a different way. This indicates significant implications, of marketing and management character in the field of communication and building long-term patient-organization relationships. Medical establishments wanting to manage effectively their relationships with current and potential customers need to understand the nature of the different groups of patients and be able to adjust the scope and form of marketing activities to their different expectations and preferences.