بررسی عوامل موثر بر احتمال انتخاب مطب دندانپزشکی از سوی مراجعین از منظر بازاریابی (مورد مطالعه: مطب‌های دندانپزشکی غرب استان مازندران)
محورهای موضوعی : -مدارک پزشکیهانیه یگانه 1 , امیر خزائی پول 2
1 - گروه مدیریت، موسسه آموزش عالی مازیار، رویان، ایران
2 - استادیار، گروه مدیریت، موسسه آموزش عالی مازیار، رویان، ایران
کلید واژه: انتخاب مطب, دندانپزشکی, مطب, مشتری,
چکیده مقاله :
مقدمه: با توجه به اینکه در ایران، نیاز بالقوه‌ای برای پرداختن به مباحث مرتبط با دندانپزشکی احساس می‌شود، در این پژوهش کوشیده شده تا با تبیین مولفه‌های موثر بر احتمال انتخاب مطب‌های دندانپزشکی از سوی بیماران، ریشه‌های کلیدی انتخاب مطب از سوی بیماران شناسایی شوند. روش پژوهش: این پژوهش از لحاظ هدف، از نوع کاربردی بوده و جامعه آماری آن کلیه مشتریان مطب های دندانپزشکی غرب استان مازندران می‌باشد که تعداد نمونه آماری براساس جدول مورگان حداقل 384 نفر با استفاده از روش نمونه گیری خوشه‌ای می‌باشد. در این پژوهش برای اندازه گیری عوامل موثر بر انتخاب مشتریان از پرسشنامه (کیم، 2011)، (لو و همکاران، 2015) و (لی و همکاران، 2013) استفاده شده است. برای تعیین روایی از تحلیل عاملی تأییدی با استفاده از نرم افزار لیزرل استفاده شد. تجزیه و تحلیل داده ها، با استفاده از آمار توصیفی و آمار استنباطی شامل آزمون کولموگروف- اسمیرنف و آزمون معادلات ساختاری انجام شده است. یافته ها: یافته های تحقیق حاکی از این است که هریک از عوامل امکانات و تجهیزات (ضریب مسیر 0/61)، خدمات (ضریب مسیر 0/57)، ویژگی‌های دندانپزشک (ضریب مسیر 0/49)، ظاهر حرفه‌ای دندانپزشک (ضریب مسیر 0/38) و ویژگی‌های فعالیت‌های دندانی (ضریب مسیر 0/44) بر احتمال انتخاب مطب دندانپزشکی از سوی مشتریان تاثیر دارد. نتیجه گیری: با توجه به ازدیاد مطب‌های دندانپزشکی می‌توان با بکارگیری نتایج این پژوهش و با اتخاذ راهکاریی در زمینه ی عوامل شناسایی شده بخصوص مهمترین آن یعنی امکانات و تجهیزات مناسب، بر انتخاب مشتریان تاثیر مثبت و معنی داری گذاشت و بدین ترتیب موقعیت رقابتی خود را بهبود بخشید.
Introduction: Given that in Iran, there is a potential need to address issues related to dentistry, this study attempt to explain the components that affect the possibility of choosing dental offices by patients to identify key roots of office. Methods: This research is a practical research in terms of research purpose and the statistical population of the present study is all customers of dental offices in western Mazandaran province. The number of statistical samples based on Morgan table is at least 384 people using cluster sampling. In this study, to measure the factors affecting customer choice, the questionnaire (Kim, 2011), (Lu et al., 2015) and (Lee et al., 2013) were used. To determine the validity, confirmatory factor analysis was used using LISREL software. Data analysis was performed using descriptive and inferential statistics including Kolmogorov-Smirnov test and structural equation modeling. Results: The research findings indicate that each of the factors including facilities and equipment (path coefficient 0.61), services (path coefficient 0.57), dentist attributes (path coefficient 0.49), professional appearance of dentist (path coefficient 0.38) and dental practice attributes (path coefficient 0.44) affect the likelihood of customers choosing a dental office. Conclusion: Due to the increase in dental offices and the intensity of competition between them, so by using the results of this research and by adopting a solution in the field of identified factors, especially the most important, ie appropriate facilities and equipment which have significant impact on the choice of customers, dental offices can improve their competitive position.
1- Zaboli R, Khorashadi Zadeh M. Effective Factors on the Technical Quality of Dental Services in Army 600 Dental Care Centre Using Fuzzy Analytical Hierarchy Process. Journal of Military Medicine. 2018; 20 (3):274-280.
2- Gharecheh M, Dabooeian M. Interaction of Employee Loyalty and Customer Loyalty in the Service Industry, Journal of New Marketing Research, 2011; 1(3): 27-46.
3- Kim M. Consumers' choice of dentist: how and why people choose dental school faculty as their oral care provider. MS (Master of Science) thesis. University of Iowa; 2011.
4- Nahvi M, Zarei E, Marzban S, Jahanmer N. Utilization of Dental Services and Its Out-of-Pocket Payments: A Study in Dental Clinics of Ramsar, Journal of Health Management, 2017; 41(2): 82-171.
5- Beig zade Sh, amini N. Investigating the effective factors in bank selection and its effect on the longevity of female customers of Ardabil Agricultural Bank, Scientific, Research and Management Information Office | April and May 2017; 5: 1-10.
6- Tabatabei M, noori A, heshmati F. Typology of Customers in Medical Tourism, Scientific-Research Quarterly Journal of Tourism Management Studies, 2013; 26: 2-8.
7- Chandon, P., Morwitz, V. G. Reinartz, W. J. Do intentions really predict behavior? self – generated validity effects in survey research. Journal of marketing. 2005; 69: 1-14.
8- Kaboli zade A. People's privatization, efficiency along with justice. Parliamentary Research Center, 1389.
9- Cheraghi-Sohi S, Hole A, Mead N, McDonald R, Whalley D, Bower P, et al: What patients want from primary care consultations: a discrete choice experiment to identify patients' priorities. Annals of Family Medicine 2008; 6:107–115.
10- Durai R, Ng PC, Hoque H. Methicillin-resistant Staphylococcus aureus: an update. Aorn J 2010; 91(5): 599-606.
11- Azizi SH, Akhbari A, Roosta A. Investigating the expectations and segmentation of patients referring to dental offices based on their expectations, Scientific Journal of the Organization of the Medical System of the Islamic Republic of Iran, 2016; 34: 1-19.
12- Mosadegh Rad A, Jooya T. Factors affecting the choice of physician by the patient in Tehran, 2015; 56-89.
13- Robinson, L. Customer expectations of sport organization”. European Sport Management Quality, 2006; 5: 64-67.
14- Mohammadkarim Bahadori, Mehdi Raadabadi, Ramin Ravangard, Donia Baldacchino, Factors affecting dental service quality", International Journal of Health Care Quality Assurance, 2015; 28: 7, 678-689.
15- Lu A. C. C. Gursoy D. Lu C. Y. Authenticity perceptions, brand equity and brand choice intention: The case of ethnic restaurants. International Journal of Hospitality Management, 2015; 50: 36-45.
16- Lee H. J. Hwang T. Y. Park S. R. Factors for choice on dental care facilities among dental patients in dageu. The Korean Journal of Health Service Management, 2013; 7(1): 145-153.
17- Pedragosa, V., & Correia, A. Expectations, satisfaction and loyalty in health and fitness clubs. international journal of sport management and marketing, 5(Pedragosa, V., & Correia, R. Expectations, satisfaction and loyalty in health and fitness clubs. International Journal of Sport Management and Marketing, 2009; 5(4): 450-464.
_||_1- Zaboli R, Khorashadi Zadeh M. Effective Factors on the Technical Quality of Dental Services in Army 600 Dental Care Centre Using Fuzzy Analytical Hierarchy Process. Journal of Military Medicine. 2018; 20 (3):274-280.
2- Gharecheh M, Dabooeian M. Interaction of Employee Loyalty and Customer Loyalty in the Service Industry, Journal of New Marketing Research, 2011; 1(3): 27-46.
3- Kim M. Consumers' choice of dentist: how and why people choose dental school faculty as their oral care provider. MS (Master of Science) thesis. University of Iowa; 2011.
4- Nahvi M, Zarei E, Marzban S, Jahanmer N. Utilization of Dental Services and Its Out-of-Pocket Payments: A Study in Dental Clinics of Ramsar, Journal of Health Management, 2017; 41(2): 82-171.
5- Beig zade Sh, amini N. Investigating the effective factors in bank selection and its effect on the longevity of female customers of Ardabil Agricultural Bank, Scientific, Research and Management Information Office | April and May 2017; 5: 1-10.
6- Tabatabei M, noori A, heshmati F. Typology of Customers in Medical Tourism, Scientific-Research Quarterly Journal of Tourism Management Studies, 2013; 26: 2-8.
7- Chandon, P., Morwitz, V. G. Reinartz, W. J. Do intentions really predict behavior? self – generated validity effects in survey research. Journal of marketing. 2005; 69: 1-14.
8- Kaboli zade A. People's privatization, efficiency along with justice. Parliamentary Research Center, 1389.
9- Cheraghi-Sohi S, Hole A, Mead N, McDonald R, Whalley D, Bower P, et al: What patients want from primary care consultations: a discrete choice experiment to identify patients' priorities. Annals of Family Medicine 2008; 6:107–115.
10- Durai R, Ng PC, Hoque H. Methicillin-resistant Staphylococcus aureus: an update. Aorn J 2010; 91(5): 599-606.
11- Azizi SH, Akhbari A, Roosta A. Investigating the expectations and segmentation of patients referring to dental offices based on their expectations, Scientific Journal of the Organization of the Medical System of the Islamic Republic of Iran, 2016; 34: 1-19.
12- Mosadegh Rad A, Jooya T. Factors affecting the choice of physician by the patient in Tehran, 2015; 56-89.
13- Robinson, L. Customer expectations of sport organization”. European Sport Management Quality, 2006; 5: 64-67.
14- Mohammadkarim Bahadori, Mehdi Raadabadi, Ramin Ravangard, Donia Baldacchino, Factors affecting dental service quality", International Journal of Health Care Quality Assurance, 2015; 28: 7, 678-689.
15- Lu A. C. C. Gursoy D. Lu C. Y. Authenticity perceptions, brand equity and brand choice intention: The case of ethnic restaurants. International Journal of Hospitality Management, 2015; 50: 36-45.
16- Lee H. J. Hwang T. Y. Park S. R. Factors for choice on dental care facilities among dental patients in dageu. The Korean Journal of Health Service Management, 2013; 7(1): 145-153.
17- Pedragosa, V., & Correia, A. Expectations, satisfaction and loyalty in health and fitness clubs. international journal of sport management and marketing, 5(Pedragosa, V., & Correia, R. Expectations, satisfaction and loyalty in health and fitness clubs. International Journal of Sport Management and Marketing, 2009; 5(4): 450-464.