Amir Ashkan Nasiripour; Pouran Raeissi; Mohammad Reza Maleki; Mohammad Javad Akbarian Bafghi
Volume 9, Issue 7 , December 2012, , Pages 1158-1168
Abstract
Introduction: The mixed marketing is an important issue in providing the healthcare that the healthcareprovider organizations need it to survive in the contemporary era and have more market shares, revenueand to increase customer service efficiency and effectiveness. The present study aimed to provide ...
Read More
Introduction: The mixed marketing is an important issue in providing the healthcare that the healthcareprovider organizations need it to survive in the contemporary era and have more market shares, revenueand to increase customer service efficiency and effectiveness. The present study aimed to provide apractical model of the factors influencing the mixed marketing in Iranian public hospitals.Methods: This was an applied and analytical study. Considering the field of health care services, 7PService Marketing Mix Model of "Booms and Bitner" was used and the conceptual research model wasdetermined. The dimensions of conceptual model were in the seven dimensions that included theproduction (services), price, place, promotion, physical evidence, processes and peoples. Then, using thelibrary studies, the variables relevant to each dimension were collected. Data collection tool was aquestionnaire that regulated base on five-item Likert scale. The research community was formed frompublic and private hospital administrators in Tehran, and experts of Ministry of Health and MedicalEducation. Data analysis was done through Lisrel version 8.50 and SPSS version 18 and using exploratoryand confirmatory factor analysis.Results: The fit indexes of Lisrel confirmed and acknowledged the healthcare mixed marketing modelwith seven dimensions. The dimensions that had the greatest impact included the place with factor of 0.82and six components affecting it. The price with factor of 0.81 and eight components affecting it were alsoidentified. Meanwhile, other aspects of the research in terms of impact were identified: i.e. "services" withnine components, "promotion" with eight components, "physical evidences" with ten components,"peoples" with eight components and "process" with six components.Conclusion: Healthcare centers can use the mixed marketing service model with confirmed sevendimensions in marketing management through concentration on place and price.
