Educational background as decision criteria in selection of private sector healthcare service providers

Abstract

The research theme is to measure the importance of educational background of the healthcare buyers who are not necessarily the patient but include guardians, employers, health insurer etc. in decision making for the selection of health care service providers. The study adopted the concept of 7 Ps of services marketing as product, price, place, promotion, people, process, and physical evidence with respect to the influence of educational background as the selection criteria. SWOT analysis based on the opinion collected through the interview presented as Strength, Weakness, Opportunity, and Threats was carried on, and it is also a way to see how to improve and develop. The study is conducted in the Kurdistan region of Iraq, as it is the land of deprived society for healthcare services. For the interviews, purposive sampling for 56 respondents, through simple random sampling of 319 sample respondents was adopted for the survey.