Correlation Aspects of Strategic Orientations of Internal Marketing of Primary Health Care Institutions


  • Vanja Sredojević Paneuropean University “Apeiron”, Banja Luka
  • Mirjana Landika Paneuropean University “Apeiron”, Banja Luka
  • Branislav Mihajlović Paneuropean University “Apeiron”, Banja Luka



The business efficiency of a service company/institutions is based on recognition and appreciation of user requirements and expectations, as well as reviewing of the user perception of the of offered and provided services at the level of primary health care.
Customer expectations in mentioned field regard not only to direct users but also it affects the large number of individuals who are in family and/or emotional relationship with the users. Services from observed domain determine the quality of life of almost all member of the community.
Verification of user perception of service quality at the level of primary health care, gives opportunity for harmonization of the working code with user requests and expectations. Examining the degree and direction of quantitative agreement of variations of observed phenomena enables the correction of procedures and additional education of employees, which achieves the adaptation of the primary health care system with user expectations and requirements..
A research approach based on the empirical examination of respondents attitudes, aims to formulate adequate internal marketing strategies on the task of aligning system solutions based on correlation analysis.
Modeled menagements solutions have the potential of scientific answer to real problem and to facilitate primary care system providers to reduce the gap between users expectations and the quality of service delivered. The above is effectively achieved by understanding and appreciating the real factors regarding a coordinated approach to users, resulting from a correlative analysis of user observations and expectations, and comparisons of user satisfaction with the form of health care.