Relational marketing and perceived quality of healthcare service by the staff of the Radiotherapy Area of INEN, 2023–2024
DOI:
https://doi.org/10.37711/rcie.2025.5.2.9Keywords:
relational marketing, quality of healthcare service, healthcare personnel, radiotherapy, healthcare services managementAbstract
Objective. The objective of the study was to determine the relationship between relational marketing and the perceived quality of healthcare service by the staff of the Radiotherapy Area of the National Institute of Neoplastic Diseases (INEN), 2023–2024. Methods. A non-experimental design methodology of a quantitative approach was applied; likewise, the survey was used as the technique and the questionnaire as the data collection instrument, applied to a probabilistic sample of fifty radiation oncologist physicians, medical physicists, and medical technologists of INEN. The data were analyzed in SPSS version 29, under a nonparametric analysis (Spearman’s Rho) for inferential analysis. Results. The results showed a positive and statistically significant relationship between relational marketing and the healthcare services perceived by the staff of the Radiotherapy Area of INEN (ρ = 0.420; p < 0.01). Positive evaluations were found regarding communication and service safety; however, the technical supports found in the service presented less consistent perceptions, which became a critical point to be improved. Conclusions. Relational marketing is considerably linked to the perceived quality of healthcare service by the staff of the Radiotherapy Area of INEN, showing intermediate-high mediation levels. However, the result suggests the need to specify the strengthening of operational and relational aspects to avoid stagnation and consolidate service improvement in a sustained manner within a highly specialized healthcare context.
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