Dental services marketing: do market segments based on usage rate differ in terms of determinant attributes?

Abstract

Attempts to highlight differences among market segments of dental care customers in terms of the various attributes that determine which dental practitioner they patronize. The market segments are defined based on usage rate. Data were collected from a nationwide sample of 460 consumers in the USA. Using a determinant attribute approach, eight attributes were first isolated from the total set of 18 dental service attributes considered. Finds these eight attributes to be determinant factors in consumer choice of a general dental practitioner. They included quality of service, professional competence, reputation, personality and attitude of dentist, attitude of support personnel, waiting time before treatment, availability of emergency services, and fee charged for services. Multiple discriminant analysis was then performed to find out which determinant attributes are relevant for each of the three usage segments. Indicates that the three market segments differ in terms of the determinant attributes considered while patronizing a general dental practitioner. These findings have significant managerial implications for dental practitioners.

Citation

Wang, Z., Janda, S. and Rao, C.P. (1996), "Dental services marketing: do market segments based on usage rate differ in terms of determinant attributes?", Journal of Services Marketing, Vol. 10 No. 4, pp. 41-55. https://doi.org/10.1108/08876049610124572