The study aims to provide a series of information that will contribute to the understanding of the concept of healthcare marketing and other associated concepts from the perspective of how research in the field has evolved. We aim to quantify the scientific interest in the field of healthcare marketing and to extract aspects that will contribute to a better understanding of the trends that characterize the specific vision of this topic. The research involves a bibliometric analysis, and the conduct of the study is based on the investigation of the academic literature from the Scopus and PubMed databases based on the PRISMA methodology. The study investigates 1077 papers published between 2000 and 2022. According to our study, the most productive countries in the field of healthcare marketing academic publications are the United States, the United Kingdom, and India. As research themes, the study revealed that customer/patient satisfaction, medical tourism, social marketing, and hospital-related marketing topics are highlighted based on cluster analysis of authors keywords. We also discuss the significant lack of research to clarify the use of the concepts such as patient/client/customer in healthcare marketing and to understand the role of prevention services as essential in sustainable healthcare.

Higher education services are at a crossroads created by the disruptive impact of digitalization. The COVID-19 pandemic experience forced Romanian universities to use digital educational platforms and other online education tools. The questions put into discussion are: Where is Romanian university education headed, what attributes of service quality are relevant for students, how do they see the digitization experience, and what needs to be done to increase satisfaction? A survey was conducted based on an online questionnaire on a sample of 314 students from the University of Oradea that used, for the first time in empirical research, a scale to measure satisfaction with the quality of educational services to which a dimension of digital education is added. Revised importance–performance analysis (importance–performance analysis in nine quadrants with one parameter c-9Qc-IPA) was used for data processing. The results show a still-reserved attitude towards certain aspects of the digitization of services, with priority remaining on aspects related to the material base and the prospects of finding a suitable job after graduation.

Our study introduces an enhanced version of the Importance–Performance Analysis (IPA) method, a powerful tool that can be applied across various domains. This method plays a crucial role in our research, aiding in making well-informed decisions about smart tourism destination attributes. We achieved this by evaluating how 911 consumers from four different generations (Baby Boomers, Generation X, Millennials, and Generation Z) rated these attributes based on their most recent tourist destination visit. Unlike traditional methods that often rely on subjective opinions or complex statistical models, the Improved IPA (IIPA) method offers a clear approach to decision-making. It enables decision-makers to focus on the most crucial attributes that drive consumer interest, thereby optimizing resource allocation and marketing efforts. Specifically, to remain competitive, decision-makers for smart tourist destinations should focus on queuing-time forecast and applications, websites, and content accessible for travelers with disabilities for Baby Boomers; e-complaint handling for Generation X; smart emergency response system for Millennials; and tourist-flow forecast, real-time traffic broadcast, electronic-entrance guard systems, and accessible data about physical design features of accommodation, restaurants, and tourist attractions for Generation Z. Theoretically, this study advances the research on managerial decision-making by demonstrating the effectiveness of the IIPA as a clear and straightforward method for making optimal decisions about product or service attributes. In practice, the study provides decision-makers with valuable insights into the importance of different categories of smart attributes in shaping the overall holiday experience at a tourist destination for Baby Boomers, Generation X, Millennials, and Generation Z tourism consumers.

In this paper, we investigate the importance of Customer Lifetime Value (CLV) as part of the modern marketing strategy. There is no doubt that CLV is one of the most important metrics to be considered in Customer Relationship Management and Relationship Marketing. It represents an instrument meant to enhance the client’s loyalty and to bring some clearance for the marketing strategies regarding the customer segmentation. At the same time, it is one of the most difficult to calculate. As part of this study, we explore how the concept is approached in the academic literature, the notoriety of the concept, the areas, and the topics with which it is associated. In this investigation, we are using WordStat and QDA Miner software applications for content analysis and text mining aiming to extract themes and trends regarding the approached topic from a significant number of academic articles.