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This study has aimed to explore the relationship between the mentality image and materialistic pilot and customer satisfaction , as well as explore the real possibility for the application of these and benefiting from it, on private hospitals in each of the province of Damascus and lattakia, in particular and the rest of the private hospitals in the Syrian Arab Republic in general. In order to achieve the objectives of the study and testing of hypotheses, has been developed a special questionnaire to collect data from a sample of the study that the number of members (600), submitted by the Service and (300) beneficiaries of the service, Distributors (10) Hospitals in Damascus, and (5) hospitals in lattakia, as well as private clinics, the number of questionnaires have been subject to analysis (564) questionnaire. Representing (94%) of the total service providers, and (271) questionnaire, representing (90.3%) of the total questionnaire was the beneficiary of the health service. Using the standards statistical tests in the statistical system (SPSS 20) study found a number of important results as follows: 1) mentality image and materialistic pilot directly affect significantly, increase user satisfaction of the health service with (58,6%) from user health service opinion . 2) mentality image and materialistic pilot directly affect significantly, increase user satisfaction of the health service with (52,3%) from provider health service opinion. In conclusion, the study found a set of recommendations that have been drawn in the light of the findings of the study.
This study has aimed to explore the relationship, between the employees training and motivation and customer satisfaction, as well as explore the real possibility for the application of these on private hospitals in each of the province of Damascus a nd lattakia in particular and the rest of the private hospitals in the Syrian Arab Republic in general. In order to achieve the objectives of the study and testing of her hypotheses, has been developed a special questionnaire to collect data from a sample of the study that the number of members (600), submitted by the Service and (300) beneficiaries of the service, Distributors (10) Hospitals in Damascus, and (5) hospitals in lattakia, as well as private clinics, the number of questionnaires have been subject to analysis (564) questionnaire. Representing (94%) of the total service providers, and (271) questionnaire, representing (90.3%) of the total questionnaire was the beneficiary of the health service. Using the standards statistical tests in the statistical system (SPSS 20) study found a number of important results as follows: 1) training and motivation directly affect significantly increase user satisfaction of the health service with (58,4%) from user health service opinion. 2) training and motivation directly affect significantly increase user satisfaction of the health service with (51,8%) from provider health service opinion. In conclusion, the study found a set of recommendations that have been drawn in the light of the findings of the study.
يهدف البحث إلى التعرف على مستوى رضا المرضى عن الخدمات الصحية التي تقدمها المستشفيات الحكومية في الساحل السوري, سواء ما يتعلق بالأطباء المعالجين, أو ما يتعلق بالكادر التمريضي, أو ما يتعلق بمستوى الخدمة و التنظيم. اعتمد البحث على المنهج الوصفي, و أسلوب المسح, حيث اُستخدمت الاستبانة كمصدر رئيس في الحصول على البيانات و المعلومات. و تكوّن مجتمع البحث من المرضى المقيمين في المستشفيات الحكومية في مدينتي اللاذقية و طرطوس, حيث تمّ توزيع (425) استبانة على المرضى, و أعيد منها (400) استبانة كاملة و صالحة للتحليل الإحصائي, و بنسبة استجابة بلغت (94.12%).
يتناول البحث الحالي أثر عناصر المزيج الترويجي (العلاقات العامة, الإعلان, البيع الشخصي, تنشيط المبيعات) في تحقيق القدرة التنافسية للمنظمات الخدمية، من خلال إجراء دراسة ميدانية على المستشفيات الخاصة العاملة في الساحل السوري. و لتحقيق أهداف البحث تمّ بن اء استبيان و تطبيقها على المدراء الإداريين في تلك المستشفيات, و أخصائيي التسويق إن وجدوا, أو المسؤولين عن الإعلان. استخدم الباحث طريقة الحصر الشامل فيما يتعلق بجمع المعلومات عن المستشفيات المدروسة, و بلغ عدد الاستبانات الموزعة (61) الاستبيانات, استرد منها (57) استبانة, و بنسبة استجابة بلغت (93.44%). و بعد الدراسة و التحليل توصلت الدراسة إلى النتائج الآتية: 1- هناك علاقة ذات دلالة معنوية بين أسلوب العلاقات العامة المستخدم من قبل إدارات المستشفيات الخاصة العاملة في الساحل السوري و قدرتها على المنافسة في السوق الصحي. 2- هناك علاقة ذات دلالة معنوية بين أنواع الإعلان المستخدمة من قبل إدارات المستشفيات الخاصة العاملة في الساحل السوري و قدرتها على المنافسة في السوق الصحي. 3- هناك علاقة ذات دلالة معنوية بين أسلوب البيع الشخصي المستخدم من قبل إدارات المستشفيات الخاصة، العاملة في الساحل السوري و قدرتها على المنافسة في السوق الصحي. 4- هناك علاقة ذات دلالة معنوية بين أسلوب تنشيط المبيعات، المستخدم من قبل إدارات المستشفيات الخاصة العاملة في الساحل السوري، و قدرتها على المنافسة في السوق الصحي.
The current research addresses the impact of the impact of the elements of promotional mix (Public Relations, advertising, personal selling, sales promotion) to increase the competitive ability of the service organizations by conducting a field study on private hospitals which works in the Syrian coast , and to achieve the objectives of the research, A questionnaire was built and this questionnaire has applied on managers administrators in those hospitals, marketing Specialist, if any, or are responsible of advertising, where the researcher used the method of comprehensive inventory which concerns with collection the information on the hospitals studied, and the number of distributed questionnaires (61) questionnaire , recovered them (57) questionnaire , and the response rate (93.44 %), after study and analysis of the study found the following results: 1 - There is a significant correlation between the of the public relations method used by the departments of private hospitals operating in the Syrian coast and its ability to compete in the health market. 2 - There is a significant correlation between the types of advertising used by the departments of private hospitals operating in the Syrian coast and its ability to compete in the health market. 3 - There is a significant correlation between the of personal selling method used by the departments of private hospitals operating in the Syrian coast and its ability to compete in the health market. 4 - There is a significant correlation between the of the sales promotion method used by the departments of private hospitals operating in the Syrian coast and its ability to compete in the health market.
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