Week 2 — Assignment 1: Evaluate Consumer Commitment in Healthcare

This assignment has two parts.

Part I:

Reflect on what influences your personal choices when seeking healthcare services.

Review the articles on relationship marketing by Kim & Kumar (2018); Kemp and Poole’s (2017) article on consumer commitment; and the article by Zhou, Wan, Liu, Feng, and Shang (2017) on patient loyalty.

Based on these consumer-relationship and -commitment theories in these and other resources for this week, reflect on how each of the theories influenced your choices when seeking healthcare services and maintaining the relationship. What attracted you to your healthcare entity, and what influences your loyalty to this entity?

Part II:

Consider your own employer (or a previous employer) and identify what strategies are being used to attract and retain consumers. For confidentiality purposes, names of organizations and providers are not to be used in this assignment but can be referred to as Healthcare Entity X, Provider Y, Business Z, etc.

Length: minimum of 5 pages, not including the title page and reference page

References: minimum of 3 s