Attitude of Supervisors of Yazd Educational Hospitals towards the Role of Personnel Element on the Market Share of Hospital Services, 2012

Introduction: Personnel’s attitudes and their behaviors with the clients significantly affect clients’ perception of quality of services and consequently influence their satisfaction. The purpose of the present study was to investigate the supervisor’s attitude towards the effect of personal elements (as one of the elements of the service marketing mix) on choosing the hospital by patients and their companions. Materials and Methods: This cross-sectional descriptive study conducted in winter of 2012. 35 supervisors (study group) were studied in Yazd educational hospitals of Shahid Sadoughi University of Medical Sciences; Shahid Rahnemoun and Afshar. The research data were selected via a researcher-made questionnaire on factors of the marketing mixes that its validity and reliability was confirmed. Results: The results indicated that supervisor’s belief in increasing the market share of a hospital services in public hospitals including: 1-Physical evidence 2- Service or product 3- People or persons 4- Efficiency and quality 5- Process 6- Distribution 7-Promotion or propagation and 8- Price. Therefore, the significance of the personnel role in absorption of a definite patient involves the third element in choosing the hospital by patients. Conclusion: Based on this study, since the third factors in choosing a hospital are the personnel and persons who provide services, it is confirmed that in service-based organizations like hospitals, the most important elements of quality of services are the personnel activities that has been connected with clients of organization. Moreover, it is regarded as a vital factor in developing effective relationships with clients as well as their absorption in the hospital.