Quantitative Correlational Study: Contemporary Emarketing Techniques, Dental Practice Type, and Emarketing Effectiveness

Quantitative Correlational Study: Contemporary Emarketing Techniques, Dental Practice Type, and Emarketing Effectiveness

Author: 
Kim L. Capehart
Program of study: 
D.B.A.
Abstract: 
Dental practitioners are losing market share because of their hesitation to engage in eMarketing. The purpose of this quantitative correlational study was to determine the degree to which a relationship exists among contemporary eMarketing techniques, dental practice type, and eMarketing effectiveness. A survey instrument was designed to collect data on elements and practices identified in the literature review. The study population were licensed dentists in South Carolina. The sample consisted of licensed dentists who were members of a professional dental association using random sampling. Chi-Square, Cramer’s V, and Spearman’s rho were used to analyze the data. The results of the study indicated a statistically significant relationship between contemporary eMarketing techniques and eMarketing effectiveness. The results of this quantitative correlational study indicated dental practitioners that incorporate eMarketing strategies improved their market share. Recommendations were suggested based on the findings from this study. One suggestion was to expand the target population to include different regions, multiple organizations, and include non-licensed leaders. Another recommendation was to include other contemporary eMarketing techniques such as mobile texting and YouTube. A final recommendation was to further explore the strength of the relationship between contemporary eMarketing techniques and eMarketing effectiveness.
Dedication: 
I dedicate this study to my amazingly talented and wonderful wife Katherine (Rine) and my daughter Isabella (Izzy) and my son Atticus (Atti). My phenomenal wife, thank you for your love and support needed to complete this degree. My children, thank you for your patience, understanding, and encouragement to finish my dissertation. I am very lucky and grateful for their presence in my life.
Acknowledgements: 
From the bottom of my heart, my profound appreciation to my committee chair, Dr. Jean R. Perlman for her patience, commitment, professionalism, and insightful feedback. I know it has been a long road but your understanding, caring heart, and support have been influencing attributes that have helped me complete the long dissertation journey. My appreciation and thanks are also extended to my highly talented and knowledgeable dissertation committee, Dr. John DeNigris III and Dr. Kelley A. Conrad, who gave their time and expertise to help me refine my work. I am very grateful for their quality feedback and support. I would also like to thank my former committee member, Dr. Brent Muirhead for his valuable time and feedback during the early stages. Finally, I would like to express my deepest appreciation to all those who have been a part of my life journey. Family, friends, colleagues, and coworkers have been patient and understanding throughout this long but rewarding doctoral journey. I thank you for your continued support and encouragement. I am so fortunate to have so many wonderful human beings that love and support my endeavors. Thank you.