Trust development in International Healthcare Services: Elekta in Spain
Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
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
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.
Trust, trust levels, trust in relationships, International Services Marketing
IdentifiersURN: urn:nbn:se:hig:diva-17692DOI: 130Archive number: FE1: 120/2014OAI: oai:DiVA.org:hig-17692DiVA: diva2:756074
Subject / course
Business administration – master’s programme (one year)
Fregidou-Malama, Maria, Universitetslektor, Agr. dr.
Hyder, Akmal, Professor