Competitive Positioning in Public and Private Health Sector: Evidence from IRAN
Subject Areas : International Journal of Finance, Accounting and Economics Studiesabas asadi 1 , saba goodarzi 2 , milad bakhshi 3
1 - Economic and Management Faculty, Science and Research Branch, Islamic Azad University, Tehran, Iran
2 - Science and Research Branch, Islamic Azad University, Tehran, Iran
3 - Economic and Management Faculty, Science and Research Branch, Islamic Azad University, Tehran, Iran
Keywords: psychiatric hospital, Positioning, Perceptual map,
Abstract :
Objective: The present study is looking for a comparative study of the competitive position of Razi and Meymanat public and private psychiatric hospitals in the minds of Clients. Determining the competitive position of public and private hospitals in improving their decision-making to enhance or modify themselves to the priorities of service recipients. Research method: The purpose of this study is practical. Also, this is comparative research and in this type of research, the researchers gave the questionnaires to the two populations to obtain information about the distribution, characteristics, attitudes, and beliefs of that population and the main tool in this research is the questionnaire.To select the Clients the simple random sampling method, to evaluate the questions of the questionnaire the Likert scale, and to describe and analyze the data in two descriptive and inferential statistical levels, the SPSS and Kolmogorov-Smirnov test and one-sample-test have been used.Conclusion: Based on the results obtained through this study, there is a significant difference between the viewpoint of Clients about the competitive position of Razi and Meymanat hospitals. The result of this study shows Meymanat Hospital is located in a better position in all the fields in comparison with Razi Hospital. Also, based on the perceptual maps, the brand position of both hospitals from the viewpoint of Clients is located in a moderate position in the maps.