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The influence of marketing mix elements (7Ps) on patients' tendency to the public and private hospitals (Case study)
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| Author:
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ABEDI GHASEM, *EHSAN ABEDINI, FARIDEH ROSTAMI, ALIASGHAR NADI
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| Abstract:
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Hospitals as healthcare providers must be able to provide the best facilities and resources to attract patients to their
hospitals. The purpose of this study was to evaluate the influence of marketing mix elements (7Ps) on patients' tendency
to the public and private hospitals. This analytical- descriptive study was done on 900 patients with simple random
sampling during one week for public and private hospitals in Sari. The researcher administrated questionnaire was used
for data collecting with 67 questions. Data was analyzed by SPSS version 21 and structural equation modeling (Liserl
8.5).Price elements with t-value 21.17 and physical evidence with t-value 15.68 had stronger relationship with patients’
tendency but product elements with t-value 19.38, place elements with t-value 9.30, promotion with t-value 10.27,
personnel with t-value 22.17 and process management with t-value 22.24 in private hospitals had stronger relationship
with patients’ tendency to these hospitals. Confidence interval for elements of marketing mix didn’t have overlap in
private and public hospital but have significant relationship. The main reason for the patients' tendency to public
hospitals was price element and the most important element to private hospitals was product factor
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| Keyword:
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patients' tendency; hospital; public; private, Marketing Mix
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| EOI:
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http://eoi.citefactor.org/10.11209/ijpr.10.03
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| DOI:
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https://doi.org/10.31838/ijpr/2018.10.03.019
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| Download:
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