الأثر التفاعلي للتوزيع الصحي و توقعات العملاء على جودة الخدمات الصحية : دراسة ميدانية-المستشفيات الطرفية في ولاية الخرطوم

Abstract EN

The essence of the health marketing process depends on the ability of those in charge of the marketing issue to reconcile the needs and desires of clients - patients - from health services on the one hand, and the resources and capabilities available to the institution on the other hand, and the resources and the available capabilities to the institution on the second hand.

All that with regard to the importance of medical services as a necessary need for the clients.

The subject of the study dealing with the effect of geographical distribution on the relationship between customer expectations and the quality of the health service in the Republic of Sudan.

The study achieved as a case study of some peripheral devices hospitals in the state of Khartoum in the period (2018, 2019).

The study relied on the descriptive analytical method and used the SPSS to analyze the collected data, mainly by using a questionnaire as the main tool for data collection.

The results of the study proved that there is a positive relationship between personal needs and sympathy, as well as a positive relationship between promises and sympathy, and that there is a positive relationship between personal and concrete needs, and between promises and tangible.

In addition, the study also clearly indicated the existence of a positive relationship between personal needs and safety as well as an evidenced relationship between promises and safety.

Moreover, a relationship between personal needs and performance has been positively evidenced.

Finally, the study recommended a set of theoretical and practical suggestions for decision-makers and academics to consider in the future.