The role of marketing mix (the 7 Ps) in patients’ attitudes to Iranian hospitals based on their kind of ownership (case study in Iran)

Yaghoubian, Samereh; Jahani, Mohammad Ali; Charati, Jamshid Yazdani; Mahmoudi, Ghahraman

doi:10.1080/20479700.2018.1505226

Cited by 10 publications

(5 citation statements)

References 9 publications

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“…The research indicates that the service marketing mix for service organization significantly affects customers' intention to use banking services in Bangladesh. It has been found that majority of the studies analyzed the impact of mix elements of service marketing on customer perception, satisfaction, loyalty, the tendency to choose, decision making, bank marketing performance, choice of repeat purchase, brand equity dimensions, buying intention, perceived quality, perceived value and destination image (Aghaei, Vahedi, Kahreh, & Pirooz, 2014; Ahmad et al, 2013; AMEUR et al, 2015; Amofah et al, 2016; Amofah et al, 2017; Astuti, Silalahi, & Wijaya, 2015; Barusman, 2019; Basari et al, 2017; Esmaili, Rezaei, Abbasi, & Eskandari, 2017; Hussein et al, 2017; Islam & Rahman, 2015; Ismail, Mubarack, & Thulkifly, 2015; Kushwaha & Agrawal, 2015; Kusumawati, Oswari, Utomo, & Kumar, 2014; Mahmood & Khan, 2014; Mohammad, 2015; Othman et al, 2019; Sukamto & Lumintan, 2015; Vidyastuti, 2018; Yaghoubian et al, 2018). It has identified the purchase intention of the university student segment toward the marketing mix of bank service as the research area was found under‐researched.…”

Section: Discussionmentioning

confidence: 99%

Banking service in Bangladesh: The impact of service marketing mix on purchase intention of university students

et al. 2020

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Banking plays a vital role in the financial life of an industry, and the significance of banks can be realized from the fact that they are measured as to be the life-blood of the modern economy. The Banking industry is considered as the mirror of any country. Banks are especially crucial for developing economies like Bangladesh, which has 57 listed banks. Due to increased competition, banks are trying to grab a new and growing market segment like the students' segment. So, there is a gap to explore student's purchase intention toward banking service as the intention is one of the critical predictors of behavior. Banks utilize service marketing strategies, a key concept of service marketing, to retain existing customers, and attract new ones. Therefore, this paper addressed the impact of a service marketing mix on the purchase intention of banking service among university students in Dhaka city, the capital of Bangladesh. The results should enable marketers to detect the most critical and significant drivers affecting the purchase intention of university students. All the elements of the service marketing mix except place, promotion, and physical evidence were significantly related to purchasing intention. It has implications for bank service marketers regarding the practical design of mix strategy of service marketing for student segments. K E Y W O R D SBangladesh, banking service, purchase intention, service marketing mix, university students

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Section: Discussionmentioning

confidence: 99%

Banking service in Bangladesh: The impact of service marketing mix on purchase intention of university students

et al. 2020

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“…However, the significant differences were seen among price, promotion, and process between private and public corporate hospitals (P < 0.05). In this regard, Yaghoubian et al [25] showed that price is the key to receiving health services and that low price and an appropriate place are important in increasing patients' attitude to using different primary services provided by hospitals and health-care centers especially in developing countries.…”

Section: Discussionmentioning

confidence: 99%

How marketing mix (7Ps) affect the patients’ selection of a hospital: experience of a low-income country

Ravangard

Khodadad

Bastani

2020

J. Egypt. Public. Health. Assoc.

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Background Applying marketing mix in the hospitals is necessary for their success. It is also important to optimize the price, developing services, increasing health literacy, and improving financial resources. Experts and patients may have different views about the factors that influence the decision for choosing a hospital. This study was conducted to identify the factors in the marketing mix which influence patients’ selection of hospitals in Shiraz, Iran. Methods A cross-sectional study involving patients assigned to six hospitals; three selected private and three corporate public hospitals in Shiraz in southern Iran in 2018 composed the study sample. From the inpatients and outpatients referring to these hospitals, 300 patients were included using a stratified sampling method proportional to size. Their views on the status of the selected hospitals regarding the 7Ps model of the hospital marketing mix (product, people, price, place, promotion, process, and physical environment) were assessed using a 5-point Likert scale. Data were collected by administering a validated researcher-developed questionnaire (CVI = 2.65, α = 0.929). Results Among 44 components of marketing mix according to 7Ps model, “specialty of health service providers” had the best status (mean (SD) 4.15 ± 0.82) from the patients’ viewpoints. Among the 7Ps, “physical environment” and “people” had better status respectively. In contrast, the studied hospitals had the poorest status in “promotion.” Significant relationship was revealed between the private and corporate public hospitals in terms of price, promotion, and process (P < 0.05). Pearson’s correlation revealed a direct relationship between all the components of marketing mix in the hospitals (P < 0.001). Conclusion The studied hospitals have an appropriate status in physical environment and people mix but poor status in promotion mix. It is therefore necessary for these hospitals to pay more attention to the “promotion mix” irrespective of the related costs. Moreover, as “process mix” had a high significant correlation with the other marketing mix, managers can improve their marketing services through correcting their current processes.

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“…Perluasan terhadap brand dapat dilihat dari dua sisi, yaitu sisi produsen (transferabilitas keahlian serta aset) dan sisi konsumen (komplementalitas dan substitusi) (Kotler & Keller, 2016). Pada masa lalu, aspek pemasaran pada layanan kesehatan cenderung kurang menjadi fokus penting, padahal ekuitas merek memiliki peran strategis untuk menciptakan keunggulan dan ciri khas dibanding kompetitor lainnya (Yaghoubian et al, 2018). Selain itu, merek yang bagus akan sangat membantu manajemen dalam merekrut dan mempertahankan tenaga medis yang berkompeten (Yaghoubi et al, 2017).…”

Section: Pendahuluanunclassified

Does Brand Equity Affect Patient Loyalty to The Hospital?

et al. 2021

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The rapid growth of hospitals creates conditions that force hospitals to develop business strategies to be competitive. Brand equity has a strategic role to create an advantage and distinction over other competitors. This study analyzes the effect of brand equity on brand loyalty at the hospital. The design used is cross-sectional involving 200 samples who were determined using a purposive sampling technique. The statistical test used was the t-test (α = 0.05). The results showed that the overall variable brand awareness, preference metrics, financial metrics, output metrics, competitive metrics, local marketers' perception metrics affected brand loyalty. However, partially the variables of brand awareness and perceptions of local marketers did not have a positive effect. It is recommended that the hospital improves the ease of access and affordability of faciliti es for patients who use vehicles, provides discounts to patients, especially general/non-insured patients who have been treated repeatedly.

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The role of marketing mix (the 7 Ps) in patients’ attitudes to Iranian hospitals based on their kind of ownership (case study in Iran)

Cited by 10 publications

References 9 publications

Banking service in Bangladesh: The impact of service marketing mix on purchase intention of university students

Banking service in Bangladesh: The impact of service marketing mix on purchase intention of university students

How marketing mix (7Ps) affect the patients’ selection of a hospital: experience of a low-income country

Does Brand Equity Affect Patient Loyalty to The Hospital?

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