IMPACT OF MARKETING MIX (4PS) ON PATIENT SATISFACTION IN DENTAL CLINICS

Abstract

PURPOSE: This research analyzes the impact of marketing mix 4Ps (product, price, place and promotion) patients' satisfaction in the dental clinics in Karachi, Pakistan. The intend ofthis study is to provide meaningful information to the dentists, marketers, entrepreneurs, other dental care professionals of Karachi regarding the importance and impact of marketing mix 4Ps (product, price, place and promotion) on patient satisfaction. Its implication can be fruitful for the dental setup and in the success ofthe clinic. This study will be helpful in finding simple ways in making the patients satisfied from the clinic. Another aim ofthis study is to assess the patient’s perspective and their preferences when choosing a dental clinic for their oral care and treatment. on METHODOLOGY & DESIGN: The research is quantitative, cross-sectional study with deductive approach. Target population the citizens of Karachi. Sampling technique is convenient sampling which is a type of non probability sampling. The sample size is 302. The significance, correlation, reliability, regression and descriptive statistics between the dependent variable and independent variables are tested by using SPSS software. are FINDINGS: This study discovered that the marketing mix (4ps) have significantly positive impact on patient satisfaction. CONCLUSION: is found in this study as there is a significant impact patient satisfaction. As the result vital role in the success of a amely product, price, place and promotion have a great Based on the results, A very high satisfaction of marketing mix 4p (product, price, place and promotion) on interpreted that the overall model is dental clinic. The marketing mix 4ps n is fit. Patient satisfaction plays a impact on patient satisfaction. RECOMMENDATIONS: Based on the research, it is recommended that dental care quality is essential for producing prime outcomes for the patients to reach the highest degree of satisfaction and intention to revisit the clinics. All the services provided should be correct in order to avoid patient dissatisfaction. A pricing strategy should be made that would be easy for the patients. Location ofthe clinic is very important. The area of dental clinic can provide significant exposure and marketing options and opportunities. However, choosing a commercial area would be beneficial. Offering discounts and promotional deal can help in increasing the patient flow at a dental setup. Patients experience a sense ofsatisfaction and happiness can they get complimentary gifts and samples. LIMITATIONS: The extent ofthis study is restricted to the citizens of Karachi only just abandoning an enormous throw on population of Pakistan and inappropriate portrayal of the sampling could hinder in accomplishing the desired targets. Regardless of applying appropriate sampling plan representation of the subject is reliant on the probability distribution of observed data this might led to any error. Secondly, the survey was conducted using a non-random convenience sampling which is likewise restricting the extent ofthe study. The most noticeable constraint ofthis study is it is quantitative study and it presents biasness in the responses since respondents need to select the options provided to them from the fixed set of answers. Quantitative research requires broad statistical analysis, which can be challenging to perform for specialists from non-mathematical or non-statistical background.