Marketing of Healthcare Services with reference to Laboratory services
Ajotikar, Vaishali M.
Ali, Dr.M. M
- Publisher: Journal of Engineering Computers & Applied Sciences
Journal of Engineering Computers & Applied Sciences
business Management; Services Management | Dealers, service marketing, laboratory, marketing- mix.
The paper attempts to study empirically dealers point of view on the 7ps i.e. marketing mix for laboratory services. The primary data was collected from dealers by administering interview schedules on 7ps of laboratory service marketing. This data collected was tabulated, analyzed and intepretated so as to suitably arrive at findings. High score for statements: laboratory services are prompt, services are rendered on cash basis to patients, laboratory has collection centers in different areas, PRO plays an important role in marketing of services, pathologist depends on technicians for routine tests, confidentiality is strictly adhered , were noted. It was also observed that one statement from product (service) aspect, two statements from people and process aspects respectively, scored low. Four hypotheses were tested, out of which two null hypotheses were rejected and remaining two were accepted. Kolmogorov-Smirnov (K.S. test) was undertaken to test the hypothesis.