Interactive marketing practices in corporate hospitals
Dr. Sreenivas T, Dr. Srinivasa Rao U
The basic service package of hospital involves a series of activities (Process), a patient has to pass through. The patient will interact with a variety of variables. Each variable has the capacity to influence the quality perception of the patient. ‘Process’ is termed as ‘Interactive Marketing’ in services marketing. The objective of the study is to investigate and compare the service delivery process in selected super-specialty hospitals and making suitable suggestions on the basis of statistical analysis of perceptions collected from Doctors, Nurses and Administrative Personnel. The collected data is analyzed by applying descriptive and inferential statistical techniques such as mean, standard deviation. Perceptions of respondents on service delivery process are positively opinioned in two sample hospitals. Mean and S.D. scores are in the range of 2.34 to 2.66 (Grand Mean) 0.36 to 0.61 (S.D) in APOLLO and 2.42 to 2.67 (Grand Mean) 0.36 to 0.47 (SD) in CARE respectively, on a 5 point scale indicating perceptions of the sample hospitals is agreeable. It is concluded as the respondents (Doctors, Nurses and Administrative Personnel) perceptions are agreeable to the service delivery process of two sample hospitals.