The Extent to which Managers in Jordanian Private Hospitals Perceive the Importance of Marketing Knowledge
Journal Title: Journal of Quality in Health Care & Economics (JQHE) - Year 2019, Vol 2, Issue 5
Abstract
This study aimed at identifying the extent to which managers in Jordanian private hospitals recognize the importance of marketing knowledge. The population consisted of managers in the Jordanian private hospitals. A convenience sample was selected from 60 managers, 40 questionnaires were returned for analysis, representing 66.67% of the sample size. By using Spssv23 program, several results were concluded. For instance, by using one sample t-test, it was found that there is a high level of awareness among managers in Jordanian private hospitals toward the importance of marketing knowledge and its dimensions (knowledge of patients, knowledge of health services and knowledge of competitors). The researchers recommended that the managers in hospitals must understand the marketing knowledge and should be aware of applying its dimensions in such a way as to gain strength to face competition in the local or forgien market.
Authors and Affiliations
Hashem TN* and Suleiman O
Keywords
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- EP ID EP746672
- DOI 10.23880/jqhe-16000137
- Views 47
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