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Chapter 14 Case
CUSTOMERS
One of the main customers of international medical staffing firms
is the HCPs. Even though the HCPs are employed by the medical
staffing firm, they are still seen as one of the main customers
because they are the revenue generators for the firms. Moreover,
with the shortage of healthcare professionals throughout the
United States, these HCPs have the option of working with many
different agencies.
Within the industry, there is a large problem with HCP
commitment and loyalty. This difficulty is largely due to the fact
that the HCPs do not communicate with the agency. Often the
HCPs do not voice their problems or displeasure with the medical
firms they are working for. Instead, they complain to friends and
colleagues about their dissatisfaction. They also spread their
displeasure through other means such as anonymous web blogs
like the ones listed below from the popular nurse networking
site www.allnurses.com: I would definitely stay away from
Agency X.* I have seen too many horror stories, especially from
nurses from the UK about them. They didnt deliver on what they
promise and that is a major no-no in my book. and Agency X*
are a bunch of nurse-cheating crooks. Stay away from them!
Feedback from blogs like this and negative word-of-mouth
hurt the medical staffing companies because they lose future
HCPs that would become customers. They also affect the firms
Questions
1. How can Avant Healthcare further leverage its brand loyalty
from its HCPs to helping its business?
2. What is the importance of Avant proactively asking its HCPs
about possible concerns? How does this help Avant build
brand loyalty?
3. How do the international medical staffing firms that view
customer complaints as nothing more than a pain in their side
contribute to customer disconfirmation formation by their
HCPs?
4. What kinds of long-term implications can the negative wordof-mouth have on international medical staffing firms?
*Agency X has been substituted for the real name of the firm in
the all nurses blog.
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