Study of Marketing Components Affecting Health Care Services in Hospitals
Background: Hospitals, in extreme competition, have accepted principles of marketing designed for industrial goods and customers. One of the important factors in health services marketing is the type of services. Organizations, including health centers, require meeting the clients' needs in ord...
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Shahid Sadoughi University of Medical Sciences
2016-10-01
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doaj-2a07c1bf7ae14664adbf6cc4036c1a3d2020-11-25T00:23:20ZfasShahid Sadoughi University of Medical SciencesRāhburdhā-yi Mudīriyyat dar Niẓām-i Salāmat2476-68792538-15632016-10-01115159Study of Marketing Components Affecting Health Care Services in HospitalsMohammad Javad Akbarian Bafghi0Razieh Montazeralfaraj1 Assistant Professor, Department of Healthcare Management, School of Public Health, Bam University of Medical Sciences, Bam, Iran Assistant Professor, Department of Healthcare Management, School of Public Health, Shahid Sadoughi University of Medical Sciences, Yazd, Iran Background: Hospitals, in extreme competition, have accepted principles of marketing designed for industrial goods and customers. One of the important factors in health services marketing is the type of services. Organizations, including health centers, require meeting the clients' needs in order to survive and try to promote the way of providing services effectively. The present study aims to identify effective components in providing clinical services in hospitals. Methods: This was a practical and cross-sectional study. Data were collected using a questionnaire completed through random sampling after confirming the validity and reliability. Data were analyzed by SPSS 21 and Lisrel 8.50 using descriptive statistics and factor analysis. Results: The results of this study indicated that nine components had the highest impact on providing health services. Confirmatory factor analysis showed that the quality of providing services in the hospital, offering distinctive services compared with other hospitals, and considering quality of service beyond the patient's expectation had the greatest impact on marketing services in the hospital. Conclusion: Providing quality and distinctive services beyond the patient's expectation enables hospitals to improve their marketing activities and, beside higher level of patient satisfaction, develop their clinical services market share.http://mshsj.ssu.ac.ir/browse.php?a_code=A-10-2-6&slc_lang=en&sid=1Marketing Clinical services Hospital |
collection |
DOAJ |
language |
fas |
format |
Article |
sources |
DOAJ |
author |
Mohammad Javad Akbarian Bafghi Razieh Montazeralfaraj |
spellingShingle |
Mohammad Javad Akbarian Bafghi Razieh Montazeralfaraj Study of Marketing Components Affecting Health Care Services in Hospitals Rāhburdhā-yi Mudīriyyat dar Niẓām-i Salāmat Marketing Clinical services Hospital |
author_facet |
Mohammad Javad Akbarian Bafghi Razieh Montazeralfaraj |
author_sort |
Mohammad Javad Akbarian Bafghi |
title |
Study of Marketing Components Affecting Health Care Services in Hospitals |
title_short |
Study of Marketing Components Affecting Health Care Services in Hospitals |
title_full |
Study of Marketing Components Affecting Health Care Services in Hospitals |
title_fullStr |
Study of Marketing Components Affecting Health Care Services in Hospitals |
title_full_unstemmed |
Study of Marketing Components Affecting Health Care Services in Hospitals |
title_sort |
study of marketing components affecting health care services in hospitals |
publisher |
Shahid Sadoughi University of Medical Sciences |
series |
Rāhburdhā-yi Mudīriyyat dar Niẓām-i Salāmat |
issn |
2476-6879 2538-1563 |
publishDate |
2016-10-01 |
description |
Background: Hospitals, in extreme competition, have accepted principles of marketing designed for industrial goods and customers. One of the important factors in health services marketing is the type of services. Organizations, including health centers, require meeting the clients' needs in order to survive and try to promote the way of providing services effectively. The present study aims to identify effective components in providing clinical services in hospitals.
Methods: This was a practical and cross-sectional study. Data were collected using a questionnaire completed through random sampling after confirming the validity and reliability. Data were analyzed by SPSS 21 and Lisrel 8.50 using descriptive statistics and factor analysis.
Results: The results of this study indicated that nine components had the highest impact on providing health services. Confirmatory factor analysis showed that the quality of providing services in the hospital, offering distinctive services compared with other hospitals, and considering quality of service beyond the patient's expectation had the greatest impact on marketing services in the hospital.
Conclusion: Providing quality and distinctive services beyond the patient's expectation enables hospitals to improve their marketing activities and, beside higher level of patient satisfaction, develop their clinical services market share. |
topic |
Marketing Clinical services Hospital |
url |
http://mshsj.ssu.ac.ir/browse.php?a_code=A-10-2-6&slc_lang=en&sid=1 |
work_keys_str_mv |
AT mohammadjavadakbarianbafghi studyofmarketingcomponentsaffectinghealthcareservicesinhospitals AT raziehmontazeralfaraj studyofmarketingcomponentsaffectinghealthcareservicesinhospitals |
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