Research Articie
13 May 2025
The Mediation Effect of Service Innovation on the Relationship Between Promotional Strategies and Market Share in Medical Schemes, South Africa
Michael Mncedisi Willie
1
m.willie@medicalschemes.co.za
,
Abigail Chivandi
2
show author's information
- 1 : Council for Medical Schemes, Policy Research and Monitoring, Pretoria, South Africa
- 2 : Institute of Marketing Management, University of the Witwatersrand, Johannesburg, South Africa
DOI:
10.55578/jift.2506.004
Keywords:
Healthcare Funders
,
Market Share
,
Mediating Effect
,
Medical Schemes
,
Outsourcing Marketing Services
,
Promotional Strategies
,
Quantitative Analysis
,
Service Innovation
