Abstract
This research aims to investigate the impact of marketing mix strategy on patient satisfaction in private sector hospitals in Jeddah city in Saudi Arabia (KSA). This research consists of the independent variables represented by marketing mix strategy components (namely health service, pricing, distribution, promotion, physical evidence, process, and personal strategies) and dependent variable which represented by patient satisfaction. In order to explore the relationship between independent and dependent variables the quantitative method was used to collect primary data through a questionnaire, which was administered in the private sector hospitals in Jeddah city with hospital managers. All Jeddah city private sector hospitals were targeted in this research rather than a representative sample of these hospitals. The research population of this research consists of 272 managers from 34 private hospitals in Jeddah. The research sample in this research also consists of the total population accounted 272 managers. The researcher retrieves 190 valid research questionnaires. A purposive sampling strategy was used to choose the participants in this research. The results confirm significant differences in the influence of the marketing mix strategy have varied significant and insignificant influence on the patient satisfaction. Furthermore, the results exhibit those hospital managers might benefit more by placing more emphasis on an integrated service marketing mix strategy and recognizing the patient satisfaction. The result shows that five out of seven variables are significant (health service, promotion, physical evidence, process and personal strategies) on the other hand two variables are insignificant (pricing and distribution strategies). This research contributes to the academic and practical knowledge as being one of the first attempts to investigate empirically the impact of the marketing mix strategy on patient satisfaction. In addition to recognizing the vital roles of marketing in improving the patient satisfaction, this research integrates, refines and extends the empirical work conducted in the field of health services marketing in Saudi Arabia. It raises many implications for managers in these hospitals, such as considering the importance of influences by marketing strategy on patient satisfaction. This research provides useful guidelines for further and future research possibilities such as exploring the influence of the marketing mix strategy influence on other hospital performance criteria.
Highlights
The marketing mix strategy is considered one of the core concepts of marketing theory (Ziethaml and Bitner, 2000)
This research is based a theoretical model. It is based on the marketing mix strategy with hospital performance measured by patient satisfaction
It is vital to marketing the hospitals in the target market and acts on behalf of the whole hospital or with coordination in dealing with hospital performance measured by patient satisfaction
Summary
The marketing mix strategy is considered one of the core concepts of marketing theory (Ziethaml and Bitner, 2000). The popular version of this concept, that of McCarthy (1964) relating to the 4Ps: (product, price, promotion and place), has increasingly come under attack with the result that diverse marketing mix strategies have been put forward for different marketing contexts. A number of researchers (Booms and Bitners, 1981; Lovelock, 2001, Ahmad, 2007) have previously argued that the traditional 4Ps of the marketing mix model are inadequate for either the marketing of goods or for services marketing. Earlier work of Booms and Bitner (1981) extend marketing mix for services from 4Ps to 7Ps adding three elements to the traditional model: people, physical evidence and processes
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