نگرش مسئولین به میزان تاثیرعوامل آمیخته بازاریابی در بیمارستانهای شهر یزد

  Background: In view of high expences in the hospitals especially governmental Hospitals and need for regulations in the financials aspect makes it necessary to evaluate the effect of every factors effective in health services marketing(Internal and external customers attitude) the management can plan and design according to the role and effects of these factors in regulation of the hospitals, departments and sections under their control.   Method: This is a descriptive study to determine the role of management in relation to degree of aplication of each effective factors in health services marketing( Internal customers attitude) during this fall 1390 was carried out.   In this study hospital administrators, heads of nursering services. Heads of financial department, educational suprevisors , heads of pharmacy, heads of laboratory, heads of radiology were studied.   Data was collected by questionaire complemeted by managers and analysis carried out by spss and statistica software   Results: According to this study following results were obtained: maximum frequency the role of management in relation to degree of aplication of service or product factor was evaluated within the limits of intermediate and was dependent to heads of laboratory. Price factor evaluated low and was dependent to heads of administrative and financial. place and time factor ,intermediate and was dependent to heads of laboratory . Promotion factor , lowly and was dependent to heads of administrative and financial. people factor , high and was dependent to heads of radiology. Physical evidence factor, high and was dependent to hospital managers. process factor ,high and was dependent to egucational superwisers.productivity and quality factor , intermediate and was dependent to heads of laboratory.   Conclusion: According to this study results maximum frequency the role of management in relation to degree of aplication of service or product factor and people, physical evidence , productivity and quality, process was dependent to metrons. Maximum frequency the role of management in relation to degree of aplication of Promotion factor was dependent to heads of radiology. Frequency the role of management in relation to degree of aplication of price factor was dependent to heads of farmacology. According to this study following results were obtained hospital managers believed to high and intermediate rol in relation to degree of aplication of effective factors in health services.   Marketing, service, hospital, superior manager, mix marketing