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> Vol 5, No 6 (2013) > Ahmad

The Impact of Marketing Mix Strategy on Hospitals Performance Measured by Patient Satisfaction: An Empirical Investigation on Jeddah Private Sector Hospital Senior Managers Perspective

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.

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International Journal of Marketing Studies ISSN 1918-719X(Print)ISSN 1918-7203(Online)

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