Some insights for a relationship marketing model integrating SERVQUAL and customer loyalty in dental clinics

The demand of new services, the emergence of new business models, insufficient innovation, underestimation of customer loyalty and reluctance to adopt new management are evidence of the deficiencies and the lack of research about the relations between patients and dental clinics. In this article we propose the structure of a model of Relationship Marketing (RM) in the dental clinic that integrates information from SERVQUAL, Customer Loyalty (CL) and activities of RM and combines the vision of dentist and patient. The first pilot study on dentists showed that: they recognize the value of maintaining better patients however they don't perform RM actions to retain them. They have databases of patients but not sophisticated enough as compared to RM tools. They perceive that the patients value "Assurance" and "Empathy" (two dimensions of service quality). Finally, they indicate that a loyal patient not necessarily pays more by the service. The proposed model will be validated using Fuzzy Logic simulation and the ultimate goal of this research line is contributing a new definition of CL.

Water chemistry at Hontomín-Huermeces (Burgos, Spain): insights for a pre-, intra- and post-CO2 injection geochemical monitoring.

In this study, the very first geochemical and isotopic data related to surface and spring waters and dissolved gases in the area of Hontomín-Huermeces (Burgos, Spain) are presented and discussed. Hontomín-Huermeces was selected as a pilot site for the injection of pure (>99 %) CO2. Injection and monitoring wells are planned to be drilled close to 6 oil wells completed in the 1980’s. Stratigraphical logs indicate the presence of a confined saline aquifer at the depth of about 1,500 m into which less than 100,000 tons of liquid CO2 will be injected, possibly starting in 2013. The chemical and isotopic features of the spring waters suggest the occurrence of a shallow aquifer having a Ca2+(Mg2+)-HCO3- composition, relatively low salinity (Total Dissolved Solids _800 mg/L) and a meteoric isotopic signature. Some spring waters close to the oil wells are characterized by relatively high concentrations of NO3- (up to 123 mg/L), unequivocally indicating anthropogenic contamination that adds to the main water-rock interaction processes. The latter can be referred to Ca-Mg-carbonate and, at a minor extent, Al-silicate dissolution, being the outcropping sedimentary rocks characterized by Palaeozoic to Quaternary rocks. Anomalous concentrations of Cl-, SO42-, As, B and Ba were measured in two springs discharging a few hundreds meters from the oil wells and in the Rio Ubierna, possibly indicative of mixing processes, although at very low extent, between deep and shallow aquifers. Gases dissolved in spring waters show relatively high concentrations of atmospheric species, such as N2, O2 and Ar, and isotopically negative CO2 (<-17.7 h V-PDB), likely related to a biogenic source, possibly masking any contribution related to a deep source. The geochemical and isotopic data of this study are of particular importance when a monitoring program will be established to verify whether CO2 leakages, induced by the injection of this greenhouse gas, may affect the quality of the waters of the shallow Hontomín-Huermeces hydrological circuit. In this respect, carbonate chemistry, the isotopic carbon of dissolved CO2 and TDIC (Total Dissolved Inorganic Carbon) and selected trace elements can be considered as useful parameters to trace the migration of the injected CO2 into near-surface environments.

Customer loyalty plan at Residencia Gómez-Pardo, Universidad Politécnica de Madrid

Accommodation is a first need and one of the most important decisions that university students have to decide taking into account their limited budget. The satisfaction grade of these students is the relevant aspect for the administrators and managers of the university residences, because it allows assuring the viability and sustainability of this kind of accommodation. In a situation of decline in rate of retention of students into the residence, coupled with an environment of economic crisis. Hence, of disposable income reduction, it seems essential to get to know what factors affect the motivation to remain into the university residence more than others when it comes to the final choice. The offer?s increase of different kind of accommodation is another variable to be considered when taking the decision related to the management of this kind of accommodation. Thus, there is the need to know which are the key factors and to obtain information about these variables in order to go deep into the relevance grade with the aim to pursue the strategic objectives, that will allow to improve the relationship with the customer and to respond to his accommodation? needs. This article researches the motivation elements that lead the students to remain in a university residence or to abandon it in exchange or a different accommodation, as per example shared flats or individual apartments. This research work intends to be useful for the university residence?s managers in order to increase its incomes, to raise the satisfaction degree among its residents and to obtain better end results in the management of these properties. The fieldwork conducted in the Residencia Universitaria Gómez Pardo (RUGP), Universidad Politécnica de Madrid (UPM), for four semesters, which means students from 27 different grades (undergraduates) and 81 surveys finished, shows the following conclusions. Not only the relation with the residence?s personnel but also the quality and quantity of the feeding and the availability and quality of the internet service, constitute key factors when it comes to make the decision of remaining or of abandoning the residence when the semester comes to its end.