Sarah Haroon

Degree

Master of Business Administration Executive

Faculty / School

Faculty of Business Administration (FBA)

Year of Award

2015

Project Type

MBA Executive Research Project

Access Type

Restricted Access

Executive Summary

With the significant alteration in the dynamics within society and awareness among the masses, the effectiveness of hospitals is no longer based exclusively upon their therapeutic focus and facilities but is equally reliant upon strong marketing and advertising for effective working. Therefore, the hospitals, over the last two decades have added to a marketing culture in their set up which has empowered them to scale new figures in their accomplishments. This trend has been incorporated in the health care system within Pakistan with the emergence of cooperate hospitals, which led to more competition and tighter margins within the healthcare system and more diverse, better informed, and more demanding consumers. Hence understanding the pattern of expected behavior of the general population is fundamental for the success of any health care set up, which can be achieved by periodic evaluation of the prospective trends within this populatio Services hold the pivotal position within this setup as it encompasses over 63% of all gross products globally which is used not only retain its current target population but in order to also acquire more customers. The impact of service marketing mix, by the health care providers on the perception and attitudes of common people in Pakistan is largely unexplored owing to the deregulated structure of overall healthcare system and the nature of Pakistani market as being a developing market. The aim of this study is to analyze the impact of services marketing mix on various hospitals of Karachi and explore the dynamics of service marketing mix on the attitude of the consumers. The foundation of this study is relying on Services Marketing Mix which is affecting the Brand Loyalty in the healthcare services of a hospital. Services Marketing Mix model is a standard marketing structure This study is an analytical cross-sectional prevalence study which aims to investigate the association between putative risk factor and health outcome, by analyzing the relationship between service marketing mix strategy components and

hospital performance measured in terms of patient satisfaction in the hospitals in order to explore how well the hospitals are achieving these endeavors when making their decisions regarding the services marketing mix. However this study is limited in its ability to draw valid conclusions about any association or possible causality because the presence of risk factors and outcomes was measured simultaneously. The study was conducted in various hospitals in Karachi, including, Ziauddin University Hospital (ZUH), South City Hospital (SCH), and Agha Khan University Hospital (AKUH).

A sample size of 150 individuals from the four aforementioned hospitals was selected at random, out of which 122 responses were received back. Data analysis was performed using ‘Statistical Package for Social Sciences’ SPSS version 22.0 (SPSS). Descriptive statistics was analyzed in terms of percentages and inferential statistics (Chi-Square). Gender, Age and Income Level are used as independent variables.

Upon the completion of our study, the effects of the marketing within the health system of Karachi were observed to have a strong influence. But due to the primitive structure, it was deduced that various alteration in approach was required. In view of this various recommendations have been put forward to improve the utilization of marketing resources within a healthcare system.

Pages

155

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