![]() Relative to education practice, this study has value for the development and delivery of pet bereavement education programs based upon continuing bonds theory. Findings suggest direction for future research on continuing human animal bonds and the application of continuing bonds theory in veterinary education. Study findings have relevance for research and practice. Third, participants expressed a deeply felt calling to pursue careers in veterinary medicine. Second, participants’ continuing bonds with their pets had a positive, generative influence on their desire to help pets and pet owners. First, participants’ perceptions of their continuing bonds with their pets were socially influenced. Three key conclusions emerged from the findings. Four key findings emerged from the data: 1) participants experienced special relationships with their pets that died 2) participants experienced continuing emotional bonds with their pets that died 3) participants experienced supportive and unsupportive interpersonal interactions with regard to their pets and 4) participants' love of animals and continuing bonds with their pets influenced their engagement in the vet tech program. ![]() ![]() The researcher asked open-ended questions to elicit detailed understandings and analyzed the data using open and theoretical coding to identify patterns and themes in the data. Qualitative data were obtained from audio-recorded interviews with 16 vet tech students enrolled in a two-year vet tech program. ![]() A conceptual model based on the continuing bonds theory of bereavement served as a framework for the study. The following research questions were explored: 1) what are vet tech students’ perceptions of a special relationship with a pet that died and 2) what beliefs do vet tech students hold about these perceptions and their work in the vet tech program and their future work with pets and pet owners. The purpose of this case study was to explore veterinary technology (vet tech) students’ perceptions of their special relationships with pets that died and to better understand how these perceptions influenced their work in the vet tech program and their beliefs about their future work with pets and pet owners in veterinary practice. Keywords Entrepreneurship, Marketing in veterinary medicine, Pet market, Veterinary clinic, Veterinary market Paper type Literature review Originality/value – This study is different because it proposes an integrated system of management techniques in veterinary organizations, which will lead to better efficiency of attendance, adding value to the service provided and generating greater profitability for the organization, which positively reflects on the economic point of view and for the image of the company and its professionals, providing a better quality of life for both clients and their pets. Findings – The use of marketing strategies is recommended in the management of small animal clinical practice, especially with respect to the high customer satisfaction by streamlining the procedures and optimizing veterinary services provision. This study emphasizes promotional strategy toward communication with the market and construction of organizational image, using public relations as marketing strategy. In this study, some marketing strategies were selected, on secondary data research, in theoretical framework, to investigate their application in the practice of veterinary medicine. Design/methodology/approach – Marketing literature is plentiful in proposing alternative strategies, whether focused on the achievement and loyalty of customers, whether to raise the competitiveness of an organization or simply to its survival in the market. This paper aims to analyze the applicability of marketing strategies in the management of small animal clinics, such as guidelines to the entrepreneurs of this services sector. Marketing should be used with ethics and professionalism due is one administration area that contributes to effective management in the continuous pursuit of quality in the provision of services and demonstrate that veterinary clinics have much to gain if managed with support of marketing strategies. Purpose – Marketing strategies can be used to leverage business in the service sector, specifically in veterinary medicine among other benefits, it can make a difference in satisfaction and consequent customer loyalty.
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