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• W38347135 abstract "The environment of Jordanian private hospitals has never been so complex and challenging asat present. There are huge influences on these hospitals in the current climate. Managers inthese hospitals are finding themselves, more than ever before, confronted by increasingpressures and demands which they must seek to understand and respond to in their servicemarketing mix strategy in order to achieve effective strategic marketing in terms of theirchoice 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 servicemarketing mix strategy components made by Jordanian private hospital managers, and on thereality of the Jordanian private hospital marketing. The literature review reveals that there isan extensive body of research that addresses service marketing mix strategy in general butthere is less emphasis on the health sector. Moreover, evidence of the impact of a competitiveenvironment on service marketing mix strategy and hospital performance measurements'criteria in the hospital industry is limited. In order to explore this issue, a triangulation methodwas used to collect primary data through a questionnaire, which was administered in theprivate sector hospitals in the six Jordanian governorates and, via in-depth semi structuredinterviews with hospital managers and experts in the health services in Jordan. All Jordaniangeneral private sector hospitals were targeted in this research rather than a representativesample of these hospitals. A purposive sampling strategy was used to choose the participantsin this research. In total, -143 senior managers (general manager, administrative manager,medical manager, public relation manager, marketing manager, and out patients clinicmanager) participated in this study.The results confirm significant differences in the influence of competitive environmentfactors on service marketing mix strategy components. They also reveal that the componentsof the marketing mix strategy have varied significant and insignificant influence on thehospital performance, which demonstrates that the hospital performance phenomenon iscomplicated and multi-dimensional in nature. Furthermore, the results exhibit that hospitalmanagers might benefit more by placing more emphasis on an integrated service marketingmix strategy and recognising the competitive environment influences on their hospitals. Theresults also highlight several implications for future research in health services marketing andfills 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 firstattempts to investigate empirically the impact of the competitive environment on servicemarketing mix strategy. As such, the influences of service marketing mix strategy onhospitals' performance criteria, identifying the main concerns and problems which face themanagement and marketing in Jordanian private sector hospitals, are explored in addition torecognising the vital roles of marketing in improving the hospital performance. This researchintegrates, refines and extends the empirical work conducted in the field of health servicesmarketing in developing countries. It raises many implications for managers in thesehospitals, such as considering the importance of influences by competitive environment onmarketing mix strategy and the vital role this strategy plays in the performance of Jordanianprivate sector hospitals. This research provides useful guidelines for further and futureresearch possibilities such as exploring the influence of the competitive environmentfactors influence on hospital performance criteria." @default.
• W38347135 created "2016-06-24" @default.
• W38347135 creator A5034729975 @default.
• W38347135 date "2019-05-05" @default.
• W38347135 modified "2023-09-26" @default.
• W38347135 title "The Impact of Competitive Environment: On the Service Marketing Mix Strategy of Health Organisations in Developing Countries: Jordanian Private Sector Hospital Senior Managers Perspective" @default.
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