Attribute salience, difference, determinance and satisfaction In dental care marketing: a comparison of service providers and receivers

Abstract

Dental care services marketing environment is

increasingly becoming more dynamic. Past research efforts of thls area of marketing generally limited to exhortations for the use of marketing concepts by dental care service providers

and by a limited number of consumer behavior studies. This paper analyzes similarities and differences in the perceptions of dentists and consumers with regard to attribute salience,

differences among service providers, determinance and satisfaction. The perceptual gaps

between the two groups are identified for each dimension under investigation and implications are discussed.