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The impact of competitive environment on the service marketing mix strategy of health organisations in developing countries : Jordanian private sector hospital senior managers perspective

Ahmad, Ala'eddin Mohamad Khalaf. (2007) The impact of competitive environment on the service marketing mix strategy of health organisations in developing countries : Jordanian private sector hospital senior managers perspective. Doctoral thesis, University of Huddersfield.

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    Abstract

    The environment of Jordanian private hospitals has never been so complex and challenging as
    at present. There are huge influences on these hospitals in the current climate. Managers in
    these hospitals are finding themselves, more than ever before, confronted by increasing
    pressures and demands which they must seek to understand and respond to in their service
    marketing mix strategy in order to achieve effective strategic marketing in terms of their
    choice of service marketing mix strategy components (namely health service, pricing,
    distribution, promotion, physical evidence, process, and personal strategies). This research,
    therefore, investigates the influence competitive environment factors have on the service
    marketing mix strategy components made by Jordanian private hospital managers, and on the
    reality of the Jordanian private hospital marketing. The literature review reveals that there is
    an extensive body of research that addresses service marketing mix strategy in general but
    there is less emphasis on the health sector. Moreover, evidence of the impact of a competitive
    environment on service marketing mix strategy and hospital performance measurements'
    criteria in the hospital industry is limited. In order to explore this issue, a triangulation method
    was used to collect primary data through a questionnaire, which was administered in the
    private sector hospitals in the six Jordanian governorates and, via in-depth semi structured
    interviews with hospital managers and experts in the health services in Jordan. All Jordanian
    general private sector hospitals were targeted in this research rather than a representative
    sample of these hospitals. A purposive sampling strategy was used to choose the participants
    in this research. In total, -
    143 senior managers (general manager, administrative manager,
    medical manager, public relation manager, marketing manager, and out patients clinic
    manager) participated in this study.

    The results confirm significant differences in the influence of competitive environment
    factors on service marketing mix strategy components. They also reveal that the components
    of the marketing mix strategy have varied significant and insignificant influence on the
    hospital performance, which demonstrates that the hospital performance phenomenon is
    complicated and multi-dimensional in nature. Furthermore, the results exhibit that hospital
    managers might benefit more by placing more emphasis on an integrated service marketing
    mix strategy and recognising the competitive environment influences on their hospitals. The
    results also highlight several implications for future research in health services marketing and
    fills in several gaps in the existing literature on health services marketing.

    This research contributes to the academic and practical knowledge as being one of the first
    attempts to investigate empirically the impact of the competitive environment on service
    marketing mix strategy. As such, the influences of service marketing mix strategy on
    hospitals' performance criteria, identifying the main concerns and problems which face the
    management and marketing in Jordanian private sector hospitals, are explored in addition to
    recognising the vital roles of marketing in improving the hospital performance. This research
    integrates, refines and extends the empirical work conducted in the field of health services
    marketing in developing countries. It raises many implications for managers in these
    hospitals, such as considering the importance of influences by competitive environment on
    marketing mix strategy and the vital role this strategy plays in the performance of Jordanian
    private sector hospitals. This research provides useful guidelines for further and future
    research possibilities such as exploring the influence of the competitive environment
    factors influence on hospital performance criteria.

    Item Type: Thesis (Doctoral)
    Additional Information: EThOS Persistent ID uk.bl.ethos.438074
    Subjects: R Medicine > R Medicine (General)
    H Social Sciences > HJ Public Finance
    Schools: The Business School
    Depositing User: Graham Stone
    Date Deposited: 03 Jun 2009 14:15
    Last Modified: 28 Jul 2010 19:37
    URI: http://eprints.hud.ac.uk/id/eprint/4614

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