Service‐to‐service marketing: relationships between law firms and hospitals

Abstract

Purpose

This paper aims to examine the key factors that facilitate the service to service (S2S) marketing relationships. Specifically, it aims to focus on the relationship between external counsels (law firms) and hospitals.

Design/methodology/approach

The study uses exploratory research that comprised a series of interviews with the relevant parties.

Findings

Reputation and word‐of‐word play roles in soliciting a firm to submit a proposal; advertisements seem to play no role. Furthermore, S2S marketing relationships occur over distinct and different phases and require a different set of facilitating factors.

Research limitations/implications

As this was exploratory research conducted in the US, the results are not generalizable, nevertheless, they offer a unique insight into a kind of S2S marketing relationship, specifically between hospitals and law firms.

Practical implications

Service providers who seek S2S marketing relationships should invest more in building and shoring‐up their reputation instead of advertising, because service purchasers use reputation and word‐of‐mouth instead of advertisements in selecting firms to ask for proposals.

Originality/value

The study provides an insight into an important, but neglected area in marketing.

Citation

Sergius Koku, P. (2009), "Service‐to‐service marketing: relationships between law firms and hospitals", Journal of Services Marketing, Vol. 23 No. 3, pp. 165-174. https://doi.org/10.1108/08876040910955170