الابتكار التسويقي و أثره في جودة الخدمات الصحية : بحث تطبيقي في مستشفى ابن البيطار الحكومي

الملخص EN

The research focused on the relationship between marketing innovations and the quality of health service in its dimensions (Reliability, tangibility, Response, Security, Sympathy).

Perhaps one of its most important goals, detect the status of the thread and the effect of marketing innovations in the health service submitted to the clients.

The problem of research is to study how interesting and directed the hospital management to concentrate on marketing innovations in order to provide higher quality services.

According to the problem stated, the basic and sub-search hypothesis formulated.

A questionnaire is used as a tool for data collection and was subject to the consistency test.

A sample of 30 hospital patients selected and data were statistically analyzed by means of the SPSS packages.

The research revealed number of conclusions, perhaps the most important that there is significant impact and correlation for marketing innovations on the whole number of health service dimensions.

The most important recommendation was the necessity for the hospital management to adapt the marketing innovation philosophy in order to present higher quality services which can strengthens the hospital's position with clients