The increasing number of people understand that white teeth are an indispensable element of contemporary occidental culture, a symbol of health and prosperity. Currently, there are two main types of teeth whitening – professional and domestic. Philips Zoom QuickPro is one of the world leaders in the industry of rapid professional teeth whitening; nevertheless, customer satisfaction with the product is not sufficient. One of the most common complaints concerns fast return to the previous color of teeth and unsatisfactory results overall.
Statement of the Problem
Dentistry is seemingly one of the most desirable areas for investment. However, the rise of competition in the region, and diminishing levels of customer satisfaction with the teeth whitening procedure in question, constitute the current challenges that Northeast Delta Dental faces (Le & Lo Sasso, 2020). The greater competition allows customers to choose adequate dental services and pushes service providers to try new equipment, methods, and treatments (Kamagahara et al., 2016). On the other hand, the process leads to a number of clinics being under the threat of closure and lost working places, and the problem is currently impacting the organization. Northeast Delta Dental is a net of dental clinics that presents itself as value-driven and actively participating in the life of the local population company (Concord, 2016). Northeast Delta Dental’s value system includes successfully balanced profitability and community involvement, with colleagues working together to create a corporate environment built upon complete trust and mutual respect (Concord, 2016). The company’s mission is to promote the oral health and overall well-being of the general public, and it seems to serve the local middle-class market.
Enhancing customer satisfaction with Philips Zoom QuickPro is a necessary step to ensure the company’s longevity. Since dissatisfying teeth color is one of the primary motivations for clients to access dental aesthetic treatment, and as it appears to be one of the most significant sources of revenue, researching the problem is of considerable significance (Klaric et al., 2017). Another aspect of the issue is the diminishing trust level between customers and the clinic. As Dobros and Katsaliaki (2017) note, “dentists who run their own business must be much more than specialized doctors. They need to exhibit managerial and marketing skills” (p. 1). Customer satisfaction and loyalty have been shown to correlate directly; thus, it is logical to conclude that augmenting the quality of teeth whitening procedures will positively impact the clinic (Hashem & Ali, 2019). This paper’s research agenda could allow the clinic to find ways to increase client retention that may be damaged by the poor performance of Philips Zoom QuickPro. The methods used for this research were selected to address the problem comprehensively and directly, considering the possible correlation between the usage of the technique and the company’s revenue.
Purpose of the Study
The purpose behind the proposed research is to find a way to alleviate the impact of the negative feedback that concerns Zoom QuickPro usage, making it important for the company as it could help raise its revenue.
Research Questions
Since the concept of social and ethical marketing is especially acute in medicine, managers need to monitor their target market’s needs and interests. Nevertheless, a conflict between the goals of a service provider and a service consumer has been revealed in relation to the properties of the service received. This issue concerns Philips Zoom QuickPro and the clinic under consideration, as the results that this technology brings are unsatisfactory. Examining the marketing peculiarities in the field of dental care makes it possible to identify the presence of consumers’ demand and act accordingly. In this way, two main research questions may be distinguished. What is the impact that unsatisfactory results from Zoom QuickPro have on customer satisfaction? How may Zoom QuickPro usage correlate with client retention rates?
References
Concord, N. H. (2016). Tufts Health Freedom Plan and Northeast Delta Dental partner to improve oral, overall health. Businesswire.
Dobros, M., & Katsaliaki, K. (2017). Applying marketing tools in dental practice: The case of Greek dentists. Oral Health and Dental Management, 1-8.
Hashem, T. N., & Ali, N., N. (2019). The impact of service quality on customer loyalty: A study of dental clinics in Jordan. International Journal of Medical and Health Research, 5(1), 65–68.
Kamagahara, Y., Takeda, T., Jin, S., Lu, X., Ota, T., Hara, T., & Kida, N. (2016). Qualitative analysis of the customer satisfaction at the dental clinics. Lecture Notes in Computer Science, 229–242.
Klaric Sever, E., Budimir, Z., Cerovac, M., Stambuk, M., Par, M., Negovetic Vranic, D., & Tarle, Z. (2017). Clinical and patient reported outcomes of bleaching effectiveness. Acta Odontologica Scandinavica, 76(1), 30–38.
Le, T.A.N., Lo Sasso, A.T. (2020). Competition and market structure in the dental industry International Journal of Health Economics and Management, 1-14.