The effect of human competencies on marketing of therapeutic services in Jordanian private hospitals from the point of view of non-Jordanian patients

Abstract

This study aimed to identify the impact of human efficiencies (individual efficiencies, collective efficiencies, strategic efficiencies) on marketing medical therapeutic services in private Jordanian hospitals in terms of (quality of service, service price, service promotion, service distribution, service delivery process, people and physical guide of service) from the point of view of non-Jordanian patients.

The study used the descriptive analytical approach, and the study population consisted of non-Jordanian patients receiving treatment in Jordanian private hospitals located in Amman city. An appropriate sample was used in collecting the study data by questionnaire designed for this purpose. About 410 questionnaires were distributed to a group of non-Jordanian patients receiving treatment in the Jordanian private hospitals in Amman. The retrieved questionnaires were (357) all valid for statistical analysis, and after conducting the statistical analysis, the study showed a high impact of human efficiencies on marketing medical therapeutic services from non-Jordanians patients view in private Jordanian hospitals.

The highest efficiencies on the marketing of the therapeutic service according to the survey of the study sample were (individual efficiencies). The study provided a set of recommendations including: The Jordanian private hospitals should increase their interest in human efficiencies, which have high and direct impact on the marketing of medical services from non-Jordanian patients view.