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Dear Respondent,
The investigator wants to seek your opinion and share your experiences
regarding “Marketing of Health Care Services – A Comparative Study of Selected
Multi-Specialty Hospitals of North India”. Any comments/suggestions/feedback from
your side shall be of great importance to me. The information provided by you will
be kept strictly confidential and will be used for research purpose (Ph.D) only. Hope
to get full co-operation from your side.
Regards,
Komal
Research scholar,
Kurukshetra University,
Kurukshetra.
1. Name _____________________
2. Department _____________________
154
Please rate the following statements on a scale of 1to 7. Here
A) PRODUCT
Statements
1 2 3 4 5 6 7
S.D. S.A.
New product/service □ □ □ □ □ □ □
development is a continuous
phenomenon in the hospital
B) PRICE
OBJECTIVES
1 2 3 4 5 6 7
155
Quality medical services for □ □ □ □ □ □ □
every section of the society
METHODS
Mention the extent to which following pricing methods are being used by the
hospital (tick the relevant one)
1 2 3 4 5 6 7
Mark up pricing □ □ □ □ □ □ □
Target return pricing □ □ □ □ □ □ □
Skimming pricing □ □ □ □ □ □ □
Penetration pricing □ □ □ □ □ □ □
Value pricing □ □ □ □ □ □ □
Perceived value pricing □ □ □ □ □ □ □
Going rate pricing □ □ □ □ □ □ □
Social Pricing □ □ □ □ □ □ □
PRICING EFFECTIVENESS
Statements
1 2 3 4 5 6 7
156
C) PLACE
DISTRIBUTION ARRANGEMENT
To what extent the following level of channels are used by the hospital:
Hospital → Patient
DISTRIBUTION EFFECTIVENESS
Statements
1 2 3 4 5 6 7
D) PROMOTION
PROMOTION MIX
To what extent the following elements of promotion mix are being employed by
the hospital (tick the relevant one)
1 2 3 4 5 6 7
Advertising □ □ □ □ □ □ □
Sales promotion □ □ □ □ □ □ □
Public relations and publicity □ □ □ □ □ □ □
Direct marketing □ □ □ □ □ □ □
Personal selling □ □ □ □ □ □ □
157
To what extent the following media/public relations is/are used by the hospital for
promoting its products (tick the relevant one)
Television □ □ □ □ □ □ □
Newspaper/magazines □ □ □ □ □ □ □
Brochures/pamphlets □ □ □ □ □ □ □
Signboards/hoardings □ □ □ □ □ □ □
Internet □ □ □ □ □ □ □
By Medical Camps □ □ □ □ □ □ □
& exhibitions
Advertising objective
To inform □ □ □ □ □ □ □
To persuade □ □ □ □ □ □ □
To remind □ □ □ □ □ □ □
PROMOTION EFFECTIVENESS
Statements
1 2 3 4 5 6 7
158
The promotion policies □ □ □ □ □ □ □
of the hospital helps out
in the attainment of objectives
E) PEOPLE
Statements
1 2 3 4 5 6 7
F) PHYSICAL EVIDENCE
Statements
1 2 3 4 5 6 7
Adequate physical □ □ □ □ □ □ □
facilities
Appealing material □ □ □ □ □ □ □
associated with services
159
G) PROCESS
Statements
1 2 3 4 5 6 7
H) SEGMENTATION
Bases of segmentation
To what extent the following bases are used by the hospital for segmenting the
market
1 2 3 4 5 6 7
Benefit sought □ □ □ □ □ □ □
Purchase occasion □ □ □ □ □ □ □
Brand loyalty □ □ □ □ □ □ □
Usage rate □ □ □ □ □ □ □
Paying capacity □ □ □ □ □ □ □
According to psychographic □ □ □ □ □ □ □
variables
According to demographic □ □ □ □ □ □ □
variables
According to geographic □ □ □ □ □ □ □
variables
160
SEGMENTATION EFFECTIVENESS
Statements
1 2 3 4 5 6 7
To what extent the following positioning planks are used by the hospital for
positioning its products/services among the customers
1 2 3 4 5 6 7
161
POSITIONING EFFECTIVENESS
Statements
1 2 3 4 5 6 7
J) RELATIONSHIP MARKETING
Statements
1 2 3 4 5 6 7
162
K) MARKETING EFFECTIVENESS REVIEW
1 2 3 4 5 6 7
Current marketing □ □ □ □ □ □ □
strategies of hospital
are impressive.
Hospital is involved in □ □ □ □ □ □ □
continuous marketing
research
Hospital does a □ □ □ □ □ □ □
continuous appraisal
of sale and profitability
163
(iv) CUSTOMER PHILOSOPHY
Hospital excels in □ □ □ □ □ □ □
communicating and
implementing marketing
strategy
Any note/additional information you would like to give about the recent
developments in the hospital which may add to the quality of this study.
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
164
QUESTIONNAIRE ON CUSTOMER SATISFACTION
Dear Respondent,
The investigator wants to seek your opinion and share your experiences
regarding “Marketing of Health Care Services – A Comparative Study of Selected
Multi-Specialty Hospitals of North India”. Any comments/suggestions/feedback from
your side shall be of great importance to me. The information provided by you will
be kept strictly confidential and will be used for research purpose (Ph.D) only. Hope
to get full co-operation from your side.
Regards,
Komal
Research scholar,
Kurukshetra University,
Kurukshetra.
1. Name _____________________
2. Department _____________________
165
Please rate the following statements on a scale of 1to 7. Here
A) SERVICE QUALITY
Mention the extent to which the following statements are related with service quality.
Here
1 2 3 4 5 6 7
S.D. S.A.
The behaviour of □ □ □ □ □ □ □
personnel in hospital
has instilled confidence
in patients. (e.g. honest,
trustworthy).
Personnel in hospital □ □ □ □ □ □ □
have the knowledge
to answer patients’ questions.
166
The physical facilities at □ □ □ □ □ □ □
hospital have been visually
appealing. (e.g. reception area,
corridors, wards, OPD, etc.)
B) SERVICE RECOVERY
1 2 3 4 5 6 7
S.D. S.A.
167
The hospital provides you □ □ □ □ □ □ □
with atonement and
compensation if service fails
C) RELATIONSHIP MARKETING
Statements
1 2 3 4 5 6 7
S.D. S.A.
168