This study examines the relationship between marketing mix with loyalty, perceived value, perceived quality and destination image. This is an applied descriptive study the aim of which is to determine the impact of marketing mix of services (Product, Pricing, Place, Promotion, People, Process and Physical Evidence) on perceived quality, loyalty, perceived value and destination image of the tourists in Khalkhal city, Iran. Population of the study included all the tourists visiting Khalkhal city from among whom 385 respondents participated in this study. A questionnaire was used for data collection. The conceptual model was analyzed based on linear regression analysis in SPSS software and model fitness was analyzed using LISERL software. Cronbach's alpha of the questionnaire was equal to 0.791 that is higher than 0.7 and so reliability of the questionnaire was acceptable. Findings of the study showed that promotion, people and physical evidences had the highest effect on perceived value, destination image and perceived quality. Finally, some suggestions were provided for the managers of the tourism destinations to improve the perceived value and quality and also develop a proper destination image.
Background The implementation of the electronic prescribing system follows certain objectives and the users' perspectives can contribute to understanding the efficiency and effectiveness of this system. The aim of this study was to evaluate physicians' perspective on the efficiency and effectiveness of the electronic prescribing system.Methods This study was conducted on all physicians using the electronic prescribing system in clinics and hospitals affiliated with the treatment deputy of the Social Security Organization in Sistan and Baluchistan province in Iran. Data were collected using a questionnaire with a reliability of α=94% that was developed and validated for this study.Results The mean and standard deviation of the efficiency and effectiveness of the electronic prescribing system were 3.68±0.67 and 3.84±0.65, respectively. Patient safety had the highest mean score among all the dimensions (4.0±0.64). Most participants (n=55, 79%) considered the efficiency and effectiveness of this system high. More than 90% of the physicians (n=63) believed that the electronic prescribing system enables a better medication prescription by providing alerts and access to patients’ medication history.Conclusion The findings showed that most physicians believed that the electronic prescribing system of Iran's SSO has high efficiency and effectiveness. In particular, using this system improves patient safety and reduces costs.
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