...Yi-Fei Chuang; Shui-Hui Chia; Jehn Yih Wong Purpose – The purpose of this study is to provide a data mining approach for classifying Taiwanese healthcare institutions based on customer value assessment. Each institution type has developed its own marketing strategy along with relationship...

... that mainly focuses on the consumer standpoint. Design/methodology/approach The authors complement the technology‐organization‐environment (TOE) framework by adding customer value for the firm and the relationship marketing and fit‐viability approaches. Using a sample of 125 Spanish firms, structural...