This study casts light upon the future development of dental professional practice in Germany. Young dentists – members of Generation Y & Z - enter the market and look for work models which fit into their lifestyle. An analysis and evaluation of popular structures following current market trends explores four different business models for the operation of dental practices and work of dentists. As a central part of the research, the patient’s view on the topic is introduced. Emphasis is placed on insights into patients’ ideas and opinions about those models and to see whether a business model may influence the choice of a new dentist.
To explore the way to a decision, a patient may take, Kotler’s 5-Stage Model of the Consumer Buying Process is adapted to the needs of this study. The 5th stage has not been included because it deals with the situation after a decision has been taken. At the same time, the link between consumer and patient is discussed.
Guided by that model, a survey with patients of a German dental practice is conducted. A concurrent triangulation method design, consisting of a questionnaire and semi-structured interviews, is chosen for data collection. The questionnaire has contained questions on decision making following Kotler's model and additional questions on different providers of dental care. Over a period of eight working days, 61 questionnaires have been submitted, and four interviews have been conducted.
The statistical evaluation has revealed results that are mainly consistent with the existing literature. Even today, personal recommendations from friends and family are the most important sources of information. Accessibility and technical equipment have been identified to be crucial features of a dental practice. However, the most critical characteristics recognised have been ‘care by a consistent dentist’ and ‘personal contact with the administration’. Furthermore, it has been discovered that franchise models and dental chains are not considered in the choice of a practice.
Inhaltsverzeichnis (Table of Contents)
- ABSTRACT
- CHAPTER 1 - INTRODUCTION AND BACKGROUND
- Introduction
- Present Life of Dental Practices
- Current Issues for Potential Practice Owners
- Costs of Foundation
- Working Hours
- Selling a Practice to start Retirement
- Generation Y & Z
- Generation Y
- Generation Z
- Contrast to older Dentists
- Critique on a Differentiation of Generations
- Further Stakeholders
- The Government
- Professional Bodies
- Investors
- Aims and Objectives
- Research Scope
- CHAPTER 2 - LITERATURE REVIEW
- Reasons to consider alternative Business Models
- Financial Pressure
- Lifestyle
- Business models
- Sole Practitioner's Private Practice
- Larger Practices or Chains led and owned by Dentists
- Franchise Model offering individual Responsibility for an own “Branch” of that Chain
- Larger Practices or Chains owned by non-dentist Investors
- Public Debate
- Ethics
- Concepts of Purchase Decision Making
- Nicosia Model (1966)
- Engel, Kollat, and Blackwell Model (1968)
- Howard and Sheth Model (1969)
- Applicability of these Models
- Kotler's 5-Stage Model of the Consumer Buying Process
- Stage 1: Problem or Need Recognition
- Stage 2: Information Seeking
- Stage 3: Evaluation of Alternatives
- Stage 4: Purchase Decision
- Stage 5: Post-Purchase Evaluation
- Applicability
- Application to Dental Patients
- Definitions
- Research
- Individuals' Preferences
- Different Meanings of 'Patient', 'Customer', and 'Consumer'
- Classification in existent Literature
- CHAPTER 3 - RESEARCH DESIGN
- Research Philosophy
- Methodological Choice
- Strategy
- Data Collection and Data Analysis
- Adaptation of Kotler's 5-Stage Model of the Consumer Buying Process
- Structure of the Questionnaire
- Semi-structured Interviews
- Implementation of Data Collection and Analysis
- Potential Weaknesses of the Research Design
- CHAPTER 4 - DATA ANALYSIS
- Evaluation of the Quantitative Data collected through the Questionnaires
- Participants of the Study
- The decision-making Process
- Provider of Dental Care
- The Ranking of Demands on Dental Practices
- Evaluation of the Qualitative Data collected through Semi-Structured Interviews
- CHAPTER 5 - INTERPRETING THE RESEARCH MATERIAL
- Summary of the Findings
- The Survey
- Kotler's 5-stage Model of the Consumer Buying Process
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This dissertation aims to analyze and evaluate different business models for the operation of dental practices in Germany, considering the changing demographics of dentists and their impact on the market. The research focuses on understanding the perspectives of patients and their decision-making process when choosing a dental provider.
- Different business models in dental practice
- Changing demographics of dentists (Generation Y & Z)
- Patient perspective on choosing a dental provider
- The influence of business models on patient choice
- Application of Kotler's 5-Stage Model of the Consumer Buying Process in a dental context
Zusammenfassung der Kapitel (Chapter Summaries)
Chapter 1 introduces the current situation of dental practices in Germany, highlighting the challenges faced by potential practice owners, including costs, working hours, and the changing demands of younger dentists. This chapter also discusses the different stakeholders involved in the dental market, such as the government, professional bodies, and investors.
Chapter 2 explores the literature on different business models in the dental industry, including sole practitioner practices, larger chains, franchise models, and practices owned by non-dentist investors. This chapter also examines the ethical considerations and the concepts of consumer decision-making, applying models like those by Nicosia, Engel, Kollat, and Blackwell, and Howard and Sheth. The chapter concludes with a detailed analysis of Kotler's 5-Stage Model of the Consumer Buying Process, emphasizing its relevance to the dental context.
Chapter 3 outlines the research design of the dissertation. It includes the research philosophy, methodological choices, data collection strategies, and data analysis techniques. The chapter describes the adaptation of Kotler's model, the structure of the questionnaire, and the implementation of semi-structured interviews. It also discusses the potential weaknesses of the research design.
Chapter 4 presents the analysis of the quantitative data collected through questionnaires and the qualitative data gathered from semi-structured interviews. It covers aspects like the participants' profiles, their decision-making processes, the importance of various factors in choosing a provider, and the ranking of demands on dental practices.
Chapter 5 provides an interpretation of the research material, summarizing the findings from the survey and analyzing the data collected through Kotler's 5-stage model. It offers insights into the factors influencing patients' decisions, emphasizing the importance of personal recommendations, accessibility, technical equipment, and the presence of a consistent dentist.
Schlüsselwörter (Keywords)
The key terms and concepts explored in this dissertation include different business models in dental practices, changing demographics of dentists, patient perspective on choosing dental providers, Kotler's 5-Stage Model of the Consumer Buying Process, and the influence of business models on patient choice.
- Citation du texte
- Dr. Ulrich Schmitz (Auteur), 2020, Independent Private Dental Practice vs Dental Chains, Munich, GRIN Verlag, https://www.grin.com/document/540521
