Communication Process of Private Sector in Social Healthcare Management in the UK

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ACKNOWLEDGEMENTS

My thanks go out to all who have helped me complete this study and with whom this project may have not been possible. In particular, my gratitude goes out to friends, facilitator and family for extensive and helpful comments on early drafts. I am also deeply indebted to the authors who have shared my interest and preceded me. Their works provided me with a host of information to learn from and build upon, also served as examples to emulate.

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DECLARATION

I, (Your name), would like to declare that all contents included in this thesis/dissertation stand for my individual work without any aid, & this thesis/dissertation has not been submitted for any examination at academic as well as professional level previously. It is also representing my very own views & not essentially which are associated with university.

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TABLE OF CONTENTS

ACKNOWLEDGEMENTSII

DECLARATIONIII

CHAPTER 2: LITERATURE REVIEW1

Realization of social healthcare management3

Communication processes stimulating social healthcare activities3

Social healthcare and social enterprise4

Communication studies5

Communication Triads6

Barriers to Communication7

Private and public sector7

Viewpoints of social healthcare management8

Social healthcare communication orientations9

Communication processes in Social healthcare10

Addressing Social healthcare11

REFERENCES13

APPENDICES19

Questionnaire19

CHAPTER 2: LITERATURE REVIEW

As mentioned earlier, consumers build an image of a private sector company based on its product and service excellence and its social healthcare. Much research suggests that social health care increases customer-company identification, repeat purchase, customer loyalty and trust, and combating negative publicity (Wright 2008, 371). However, others confirm that it is unlikely that consumers will blindly accept these social healthcare programs as sincere actions in UK.

In other words, the degree of product or service excellence of a private company will account for a major portion of the total image that a consumer holds of a company (Wright 2008, 75). Private sector companies that partner with social healthcare seek to transfer the positive image associated with the non-profit organization to the company, while simultaneously increasing sales (Wingate 2009, 216). This transference results in numerous benefits to the sponsor, including strengthening of its customer base, enhanced customer loyalty, and increased revenues and profits.

Mohr concluded from their findings that, at least for small but dedicated group of consumers, there is a strong relationship between customer loyalty and the manner in which private sector organizations conduct themselves in a socially responsible manner of communication process (Weitzner 2008, 418). The authors view positive social healthcare communication approaches as a means for private sector to shift the public perception from the contemplative stage to the action stage, thereby increasing the likelihood of garnering more consumer loyalty for its products and improving corporate reputation. Reichheld described the importance of creating long-term value to sustain private sector in United Kingdom (U.K) (Van Ryn 2009, 813).

The communication process for social healthcare efforts of private companies established focus on existing customer loyalty and not least in geographical areas in occupying monopoly positions in the acquisition of new customers (Walker 2008, 130). As mentioned earlier, consumers in addition to demanding manufacturing and service excellence from a company, also expect private sector ...