Identifying ten factors of service marketing mix affecting tendency of patients toward private hospitals

Identifying causes of patients’ tendency toward private hospitals is one of the major factors for proper management of these hospitals. Current research aims at measurement of these factors based on service marketing mixes.It was conducted as cross sectional descriptive research in the first half of 2015. Research population included patients of Tehran private hospitals. Random sampling method was used (n = 200). Data collection tool was an author-made questionnaire for service marketing factors, reliability and validity of which was supported. Data analysis was done using factor analysis test in SPSS 20 software. Research results showed constant attendance of physicians and nurses at the bedside has highest impact (0.707%) on patients’ tendency toward private hospitals

Keywords:

Private hospital , tendency reasons , patients , marketing mix