The influence of service marketing mix on patient satisfaction towards KBMC

The healthcare service industry has grown rapidly in line with high awareness of health among the public.In this context,the importance of health service marketing mix will affect the sustainability of the private hospital and to be competitive in business industry.The aims of this study are to examine the level of patient satisfaction,the relationship between service marketing mix and patient satisfaction,and the most important factor that influence patient satisfaction towards KBMC.The study adoptedsurvey approach to collect 196 usable questionnaires from KBMC patients based on purposive sampling method.Therefore,validity and reliability of the instruments were examined through panel of expert and also the small sample of the data was analyzed using SPSS.This study reminds that there are five possible factors (components of service marketing mix) that influencing patient satisfaction towards private hospital KBMC.Future research could advance this study by extended to the other three private hospitals in Kota Bharu in order to get better understandings of the factors that influence patient satisfaction towards private hospital.