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The phenomenon of emotional products of private medical services


Elena S. Petrenko, Nurlan Z. Iskakov
(about the authors)

Petrenko Elena S. – Doctor of Science, Economics, the Chair of Marketing Communications, Deputy Head of International Cooperation Authority of The Institute of Economics (Trade and Technologies, South Ural State University, Chelyabinsk)

Iskakov Nurlan Z. – MBA (Almaty Management University, Alma-Ata, the Republic of Kazakhstan)

Published in:
Russian Journal of Entrepreneurship
– Volume 17, Number 16 (August 2016)

JEL classification: E21, I10, L84, M30

Keywords: 5Р model, consumer’s impression, emotional impact, medical services, patient


Citation:
Elena S. Petrenko, Nurlan Z. Iskakov (2016). The phenomenon of emotional products of private medical services. Russian Journal of Entrepreneurship, 17(16), 2003–2012. doi: 10.18334/rp.17.16.36220


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Abstract:

The article presents an approach to the assessment of medical services based on synthesis of marketing-mix “5Р” conceptions and impression economy. The emotional involvement of the patients in the consumption process evokes an increased demand for private medicine services. The phenomenon of the emotional products of private medical services reflects global tendency towards the personalization of medicine and servicization of the economy. The results of empirical studies confirm that emotional satisfaction from the purchase is the key factor of the consumer’s choice when it comes to commercial medical services.







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