مدى التباين في ممارسة الأنشطة التسويقية في مستشفيات القطاع الخاص في ضوء إنتاجيتها و قياسها : دراسة تطبيقية

الملخص EN

This Study aimed at examining the differences in marketing practices among private hospitals in Jordan on the basis of their productivity : Occupancy rates, averge length of stays, patient days per bed and per employee were used as measures of productivity.

Furthermore Differences in marketing pratices were examined on the bases of some organizational characteristics of these hospitals such as size (number of beds), years of service and objective of the hospital (profit vs - non profit).

To realize these objectives , a structured questionnaire was developed and sent to all private hospitals.

The response rate was %JO0, Precentages.

frequencies and F- test were employed to test and analyze data.

The most important findings were: 1} significant relationships were found between some marketing activities and some productivity measures, e.g.

Marketing planning and dissemination of information through brouchures and bamphlets were found to be of significane in explaining differences in occupancy rates among hospitals studied.

On the other hand, none of the marketing activities practiced in hospitals was found to be of significance in explaining differences in the length of stays among these hospitals.

2) Signficant differences in some marketing activities, attributed to years of services and size were found among hospitals, whereas no significant differences in marketing practices attributed to the objectives of hospitals were found.

The study provides some suggestions and recommendations for decision - markers in these hospitals to dopt certain marketing activities found to be of importance for imporving hospital's productivity.