Marketing Mix Strategies and Hospital Performance-in Case of Wolaita Sodo University, Otona teaching & Referral Hospital

Abstract

This research inspects the shock of marketing mix strategies on patient satisfaction at Wolaita Sodo University teaching and referral hospital. It consist dependent and independent variables. The dependent variable called hospital performance which measured by patient satisfaction. The independent variables are familiar with the culture the research case which includes; promotion, price, physical evidence, process, people, access/place/distribution and service of health. The research used quantitative data to explore its relationship by having primary data through a questionnaire, which was administered in the Otona teaching and referral hospital. The researcher targeted the hospital's professionals who were working at radiology, gynecology, pharmacy, eye clinic and other specialist's sections. The research population of this research consists of 243 workers/specialists from Otona hospital in South Nation Nationalities People Region (SNNPR). The research sample in this research also determined 56 according to (Kothari 2004) workers. The researcher retrieves 52 valid research questionnaires. A purposive sampling strategy was used to choose the participants in this research.