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Trust development in International Healthcare Services: Elekta in Spain
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
2014 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Title: Trust development: a marketing strategy in the Internationalization of Healthcare Services.The case of Elekta in Spain

Level: Master Thesis in Business Administration

Author: Sara Arrese and Wang Liao

Supervisor: Maria Fregidou-Malama

Examiner: Akmal Hyder

Date: 2014-10-02

Aim: The aim of this research is to examine how trust developing affects International Healthcare Services marketing while settling down into a new country. Our study is applied to Elekta in Spain.

Method: In order to carry out this research, qualitative data is used, a single case study is applied, questionnaires and semi-structured interviews were carried out to collect the needed primary data.

Result and Conclusions: In the case of Elekta Spain, the trust development between suppliers and customer took place during the entire relationship. In addition, the trust level at company level and individual level were found to be the most significant leaving aside the country level as there were different opinions between customers (which did not find it a deciding factor) and Elekta. Hence, for the marketing strategy, standardization and adaptations can improve trust development.

Suggestions for future research: Generalization cannot be made after this research as a single case study in one country has been the subject for investigation. Consequently, future research of other service industries and countries could expand this study.

Contribution of the thesis: This thesis offers a new theoretical framework of trust development in the Spanish Healthcare Industry. This framework not only can be adapted to further study of other countries, but also can be adapted to further study of other service industries.

Place, publisher, year, edition, pages
2014. , 130 p.
Keyword [en]
Trust, trust levels, trust in relationships, International Services Marketing
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hig:diva-17692DOI: 130Archive number: FE1: 120/2014OAI: oai:DiVA.org:hig-17692DiVA: diva2:756074
Subject / course
Business administration
Educational program
Business administration – master’s programme (one year)
Supervisors
Examiners
Available from: 2014-10-23 Created: 2014-10-16 Last updated: 2014-10-23Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard-cite-them-right
  • ieee
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  • Other style
More styles
Language
  • sv-SE
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  • en-US
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  • nn-NB
  • de-DE
  • Other locale
More languages
Output format
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