ASPECTS OF TOTAL QUALITY MANAGEMENT APPLIED IN ...

Annals of the University “Constantin Brâncuşi”of Tg-Jiu, No. 1/2008, Volume 2,
ISSN: 1842-4856
3. The inclusion of marketing in health in the services’ marketing sphere, is determined also by
the concepts, the methods, and the techniques at which it appeals. Thus are used :
• Concepts, methods and techniques common for goods and services : the marketing
research, the marketing strategies, the mix of marketing – product, price, distribution
and promotion, techniques specific to relational marketing;
• Concepts, techniques and instruments specific to the services in general : the external
marketing, interactive, internal, the concept of global product and partial products, the
standardization and the personalization, the sizing of the offer and the ordering of the
demand, fixed price, internal communications etc.;
• Concepts, techniques and specific instruments : individual health and public health,
primary, ambulatory ( of specialty ) and hospitalizing assistance services, the
relationship medic-client/patient etc.;
4. The consideration of the marketing in the health sphere as a domain of the marketing of services
is imposed by the mode of realizing and carrying out of the treatments in health, determined by
a series of components that interact and a rigorous succession of activities, that constitute the
system of creation and delivery.
The main components of this system are : the elements subjected to processing, the processual
components and the relationships that are established between these components.
The elements subjected to procession in the services are determined by the content and the
characteristics of these ones. The activities developed can directly appeal to people in the case of
health, touristical, transport etc. services, can appeal to the goods, in the case of the repairing,
depositing and good transport etc. services and the information, in the case of the financial-banking, of
consultant services.
The processual components are considered the fundamental elements of the system of creation
and delivery, from their interaction resulting the utility perceived and received by the client. When it
comes to the services, the processual components are : the client, the physical support of the labor
conscription, the contact personnel, the service created and delivered, the management of services, the
“other clients” components. The client represents, like it was already mentioned, a specific element of
the carrying out system in the framework of which he appears both as consumer and as participant at
the realization of the service, situation in which he can contribute to and control the level of satisfaction
and the quality of the service that he receives. The consumers of services have been called by some
authors “ potential employees of the company-human resources that contribute to the increase of the
production capacity of the organization…” 15
There are some services – education, health and so on – whose final result depends in a decisive
way on the implication of the consumer. The researchers evidenced that in the health services, for
instance, the active participation of the client/patient in the administration of the treatment, the change
of the diet or of other habits contributes to the obtaining of the expected service. Besides the influence
that they have upon the quality of the service, some of the consumers are motivated by their
participation to the carrying out process, through the tenure of the control on the activity. In some
situations they take the responsibility for the situations in which disfunctionalities appear in the
carrying out of the service, case in which they are not as unsatisfied, assuming part of the quilt.
• The physical support of the labor conscription is represented by a series of elements
like the geographical position ( setting, surroundings ), buildings, equipments etc.
15 17 Bowen David E. – Managing Customers as Human Resources in Service Organization, HUMAN RESOURCES
MANAGEMENT, no. 3, 1986 quoted by Cetina, I., Brandabur, R., Constantinescu, M. – THE MARKETING OF
SERVICES, Uranus Publishing House, Bucharest, 2006, page 189.
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