Factors Affecting Patients' Preferences Based on the Mixing Factors of Marketing Services in Hospital Selection

Background: Today, the health care market has become a competitivemarket. Various factors affect the care of the hospital and the choice ofhospital by patients. The present study aimed to investigate the effectivefactors on patients' preferences based on the mixing factors ofmarketing services in hospital selection.Methods: This descriptive-analytic study was performed on ۳۰۰patients referred to educational hospitals in Iran in ۲۰۱۸. Theinstrument used was a researcher-made questionnaire include twosections (demographic and Patients' preferences questionnaire). Datawere analyzed using descriptive and analytical.Results: Among the ۷ components, the highest and the lowest mean andstandard deviation were related to staff (۱.۰۳ ± ۳.۸۹) and location(۱.۱۰ ± ۲.۹۶), respectively. The index value of the RMSEA for thecompiled model is equal to ۰.۰۵۹, the comparative fit index (CFI) is۰.۸۳۷ and the IFI index is ۰.۸۳۹. Employee component with acoefficient of ۱.۰۰ and price component with a coefficient of ۰.۷۲ hadthe highest and the least effective.Conclusions: Staff and physicians and hospital space have the greatestrole in attracting patients. Therefore, it is expected that the hospitalmanagement will make the essential planning, and by intervening in theprocess of work of physicians and staff.

Keywords:

Patient preferences , Mixed marketing , Marketing of health services , Hospital