Consumer engagement is a crucial element in marketing, driving improving of service efficiency and innovation along multi-touchpoint journeys. This study employs a holistic framework to explore healthcare engagement through user narratives. Adopting a modern health concept encompassing wellness and well-being, the research delves into diverse service types across life stages. It underscores engagement's multi-dimensional and longitudinal nature, using longitudinal survey comments from Italian healthcare users. The findings emphasize the significance that user perspectives attribute to cognitive engagement across different phases of the journey.

EXPLORING ENGAGEMENT THROUGH THE HEALTHCARE USERS' NARRATIVES ALONG THEIR JOURNEY / Sabina De Rosis, Marzia C. Severino, Laura Grazzini, Francesca Pennucci, Gaetano Aiello. - ELETTRONICO. - (2023), pp. 1-5. (Intervento presentato al convegno Marketing per il benessere, la salute e la cura - XX^ SIM Conference Firenze, 20-21 ottobre 2023).

EXPLORING ENGAGEMENT THROUGH THE HEALTHCARE USERS' NARRATIVES ALONG THEIR JOURNEY

Laura Grazzini;Gaetano Aiello
2023

Abstract

Consumer engagement is a crucial element in marketing, driving improving of service efficiency and innovation along multi-touchpoint journeys. This study employs a holistic framework to explore healthcare engagement through user narratives. Adopting a modern health concept encompassing wellness and well-being, the research delves into diverse service types across life stages. It underscores engagement's multi-dimensional and longitudinal nature, using longitudinal survey comments from Italian healthcare users. The findings emphasize the significance that user perspectives attribute to cognitive engagement across different phases of the journey.
2023
Marketing per il benessere, la salute e la cura - XX^ SIM Conference Firenze, 20-21 ottobre 2023
Marketing per il benessere, la salute e la cura - XX^ SIM Conference Firenze, 20-21 ottobre 2023
Goal 3: Good health and well-being
Sabina De Rosis, Marzia C. Severino, Laura Grazzini, Francesca Pennucci, Gaetano Aiello
4a - Articolo in atti di congresso
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Utilizza questo identificatore per citare o creare un link a questa risorsa: https://hdl.handle.net/2158/1439402
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