Exploring the development of relationship marketing in the National Health Service: An empirical analysis of supplier–purchaser relationships in a quasi-market environment

Abstract This paper attempts, through empirical research, to examine the extent to which the principles of relationship marketing have been developed within the National Health Service (NHS) in England. It examines the propensity for NHS Trust acute hospitals to develop strategic relationships with Primary Care Trusts (PCTs) and other secondary care purchasers. Within the discussion, consideration is given to the impending changes to the NHS being introduced by the UK coalition Government. The findings from this study appear to support the argument that the manifestation of relationship marketing within the health service takes a particular, and perhaps peculiar, form and have not yet developed into the customer focused relationship marketing found within commercial organizations.