Authors : Anna Gogichadze

Volume/Issue : Volume 7 - 2022, Issue 10 - October

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DOI : https://doi.org/10.5281/zenodo.7316092

Abstract : Digital marketing has become a central marketing instrument that plays a role not only in promoting market offerings but impacts customer satisfaction and has an influence on consumer behavior. Digital opportunities being implemented in the healthcare industry increase access to healthcare services and contribute to generating customer expectations and customer experience, which represent essential issues in marketing management. This paper aims to explore whether consumer satisfaction and consumer purchase behavior are being affected by digital healthcare opportunities in Georgia. The study found that digital platforms can positively influence consumer satisfaction, which may also impact consumer purchase intentions toward digital healthcare services. Implications for healthcare industry marketers were generated through the quantitative data analyses.

Keywords : digital healthcare, digital transformation, marketing, consumer satisfaction, consumer behavior.