1Assistant Professor, Department of Health Services Management, Bam University of Medical Sciences, Bam, Iran
2MSc. of Nursing, School of Nursing and Midwifery
3Ph. D. of Nursing, School of Nursing and Midwifery
4School of Public Health, Bam University of Medical Sciences, Bam, Iran
*Correspondent author: Aliakbar Alinaghi Langari School of Public Health, Bam University of Medical Sciences, Bam, Iran Email: aliakbarlangari@yahoo.com
Online published on 5 May, 2018.
Organizations, including Health Care centers to survive, need to satisfy its customers and to achieve this important, think about promoting of effective delivery of services. Marketing in the Health care services, particularly hospital services, through challenges and fundamental changes in different aspects has found great importance.
This study is applied research. The method of collecting data was a questionnaire that was set based on the scientific literature and various articles. After validity and reliability, was completed by 74 of hospital administrators. Then through the software SPSS 21 and Lisrel 8.50 and using exploratory and confirmatory factor analysis related and effective variables of hospital marketing were extracted.
Results showed that from 82 identified components, 56 components as influencing hospital marketing in factor analysis was extracted. Through these components, impressive appearance of hospital (0.82), staff hospitality morale (0.77), discounts in the billing patients (0.76), and quality of services (0.74) was the most effective marketing components that extracted from the factor analysis.
Attention to the effective hospital marketing components not only causes economic prosperity but also provides patient satisfaction in the hospital.
Marketing, Hospital, Health Care
