Improving service quality in healthcare organizations through geomarketing statistical tools

Purpose The purpose of this paper is to demonstrate how geomarketing statical tools (notably, gravitational models) can support healthcare organisations to improve the quality of their services. Design/methodology/approach Geomarketing tools were applied to the analysis of data (91,478 observations) concerning the performance of nuclear magnetic resonance. Findings Geomarketing models can support and enhance the planning of service provisions of healthcare organisations. Drawing the planning actions on the patient needs and actual behaviours allow the healthcare organisations to obtain better market performance. Practical implications The results support the health service planning activities related to covering the so-called “offer gaps”. Originality/value This is the first study to apply geomarketing to improve the quality of healthcare services.