Rola konsumeryzmu w menedżerskiej reorientacji projakościowej na przykładzie branży usług medycznych
The Role of Consumerism in Managerial Quality Reorientation on the Example of a Medical Service

Summary/Abstract: The article addresses a significant issue of medical consumerism as a bottom-up movement of patients influencing the need to reorient management in medical services. It points to the need for service idiosyncrasy, ie the ability to perceive the uniqueness of the recipient, while integrating the patient into the process of co-creation of the delivery process. However, the positive impact of medical consumerism, however, is possible with the assumption of: shaping new management competencies of staff, acceptance of the paradigm of relational marketing and consequently changes in the culture of service organization.

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