Patient Satisfaction and Marketing Effectiveness in Private Hospitals in the Kingdom of Bahrain

Abstract

The goal of patient satisfaction is not a simple business metric that will slightly improve sales, several studies found that satisfied patients actually respond better and show greater compliance with their treatment. In addition, the increasing number of private healthcare facilities in the kingdom of Bahrain means that the market is becoming more competitive and patients have more choices if they feel unsatisfied with their healthcare provider. This studies whether patient satisfaction is an aggregate function of marketing effectiveness, personnel quality, the clinical care process and hospital infrastructure. Measuring these different aspects can help establish areas of improvement and increase the overall effectiveness of the healthcare system. 283 patients from different private hospitals have participated in this study by responding to the developed questionnaire. Means, standard deviations, and f-values were used to review the results. In light of the hypothesis formulated, it was found that marketing effectiveness, the clinical care process and hospital infrastructure have statistically significant impact on patient satisfaction and the null hypothesis is rejected. Keywords: Hospital Service, Healthcare, Service Marketing, Patient Satisfaction, Personnel quality, Clinical care process, Hospital Infrastructure DOI: 10.7176/JMCR/72-05 Publication date: October 31 st 2020