Analysing the quality of service and designing the appropriate marketing mix for Nottingham Counselling Service’s (NCS) offering to the GP Market

Muppala Venkata, Kalyan Kumar (2011) Analysing the quality of service and designing the appropriate marketing mix for Nottingham Counselling Service’s (NCS) offering to the GP Market. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

This study aims to contribute to the existing literature of services marketing. The purpose of this dissertation is to understand the factors influencing the GP’s referral decisions to counselling services in order to market the existing services of NCS to the GP market and to the Consortia.



To understand the perceptions of GP’s referral decisions to counselling services, a qualitative research method is used with three important research tools such as literature review, semi - structured interviews and surveys. Based on the literature review, two research propositions are put forward. The internal analysis of NCS and the competitor analysis along with the data from the in - depth interviews and surveys are analysed and discussed. The discussion includes the various factors that influence the referral decisions of GP’s to counselling services and the necessary marketing mix decisions required to market the services of NCS to the GP market.

The key findings from the analysis and the discussion are pointed out and the formulated recommendations are put forward based on the key findings. The recommendations are classified as short term and long term based on their feasibility.

Item Type: Dissertation (University of Nottingham only)
Keywords: service quality, marketing mix
Depositing User: EP, Services
Date Deposited: 10 Nov 2011 14:47
Last Modified: 25 Oct 2016 04:37
URI: http://eprints.nottingham.ac.uk/id/eprint/24970

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