Service Marketing Mix of Indian Hospitals: A Critical Review

8 Pages Posted: 18 Nov 2014

See all articles by Dharmesh Motwani

Dharmesh Motwani

Pacific University (India) - Pacific Business School

Prof. Vijay Shrimali

Mohanlal Sukhadia (MLS) University

Date Written: November 17, 2014

Abstract

Sreenivas, Srinivasarao and Srinivasa (2013) said that “The health care market has become consumer centered and expecting high quality care at a reasonable price. The mushroomed development of corporate hospitals in India, competition is also bringing massive changes in industry structure. In this context, hospital services’ marketing is slowly and surely coming of age and is being woven into the fabric of hospitals planning and public relations programmes.” The essence of any marketing activity is marketing mix, and the central theme of the present paper revolves around the contemporary service marketing mix offered by Indian hospitals. In this paper author has critically reviewed 51 papers to describe elements of hospital service marketing mix; product, price, place, promotion, people, process and physical evidence.

Keywords: Hospital marketing, service marketing mix, India

Suggested Citation

Motwani, Dharmesh and Shrimali, Prof. Vijay, Service Marketing Mix of Indian Hospitals: A Critical Review (November 17, 2014). Available at SSRN: https://ssrn.com/abstract=2526066 or http://dx.doi.org/10.2139/ssrn.2526066

Dharmesh Motwani (Contact Author)

Pacific University (India) - Pacific Business School ( email )

Pacific Hills, Pratap Nagar Extension
Airport Road
Udaipur, Rajasthan 313003
India

Prof. Vijay Shrimali

Mohanlal Sukhadia (MLS) University ( email )

University Rd
Rajasthan
Udaipur, Rajasthan 313001
India

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