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Siegel, M., & Lotenberg, L.D. (2007). Marketing public health: strategies to promote social change. Jones
It is important to note that various authors and experts have over time given slightly different
definitions of customer satisfaction as well as loyalty. However, the most practical definition in my own
opinion is the one given by Siegel & Lotenberg (2007). According to Siegel & Lotenberg (2007), customer
loyalty can be defined as the likelihood of a client staying with a given brand and/or vendor. On the
other hand, Siegel & Lotenberg (2007) define customer royalty as the level or degree to which a
customer’s expectations are met or exceeded by a company’s or firms products or group of products. In
healthcare marketing, Siegel & Lotenberg (2007) note that customer satisfaction is a key indicator of
Berkowitz, E.N. (2006). Essentials of health care marketing. Jones & Bartlett Learning
Berkowitz (2006) argues that with regard to the healthcare consumer, customer satisfaction is far much
important than customer royalty. Here, Berkowitz (2006) notes that while other firms working in a non-
healthcare field can concentrate on retaining customers hence customer royalty, all the players in the
healthcare industry are bound by their code of conduct as well as ethics to put the needs of healthcare
consumers first. Hence in this regard, what is important is not customer royalty but customer
satisfaction.
Fortenberry, J.L. (2010). Cases in Health Care Marketing. Jones & Bartlett Learning
Fortenberry (2010) seems to support the assertion above by arguing that customer loyalty is a
consequence of customer satisfaction. The reasoning here is that if customers are satisfied by the heath
care products utility, that is, its ability to satisfy their needs and wants, then they will be loyal to the
same. This argument can be seen to make sense as according to Fortenberry (2010), there is no way
customer loyalty can precede customer satisfaction. Hence all in all, customer satisfaction ultimately
Thomas, R.K. (2007). Health Services Marketing: A Practitioner's Guide. John Wiley & Sons.
The position held by Thomas (2007) seems to be pro-business. In his view, customer royalty is essential
to maintain the relevance of healthcare marketing. This argument seems to favor customer loyalty over
customer satisfaction by arguing that customer royalty is what keeps the players in the healthcare
marketplace afloat. He continues to argue that though essential, the creation of strategies to enhance
customer satisfaction in the long run may be too expensive and hence difficult to sustain in the long run.
his view, it may be expensive for some players in the healthcare marketplace to realize customer
satisfaction but the benefits realized on attainment of customer royalty will end up raking in returns far
in excess of the previous costs. This argument is in support of the notion that customer satisfaction
eventually brings about customer royalty. Players in the healthcare market place are hence advised to
dedicate all their efforts on satisfying, meeting as well as exceeding the expectations of customers so as
to guarantee loyalty. This in the long run will be beneficial to all the healthcare enterprises that choose
to adopt the same. Mohan (2006) notes that any attempt to fulfill the requirements of customers is
rewarded by the establishment of a long-serving relationship between a retailer and its customers.
Hence all in all, customer satisfaction is more important than customer royalty.