Impacts of Working Process Perception of Northern Associate Medical Science Clinic Entrepreneurs on Marketing Success
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Abstract
This independent study was aimed to impacts of working process perception of Northern Associate Medical Science Clinic entrepreneurs on marketing success. Questionnaires were used as a tool to collect data from 101 entrepreneurs but only 96 samples are acceptable (95.05%). The data were analyzed by descriptive statistics consist of frequency, percentage, mean, and inferential statistics which is factor analysis by extraction in principle component analysis before multiple regression analysis.
The results of the study shown that most of respondents were female who have been working in laboratory clinic for 6 - 10 years. There are 4 - 6 employees in Associate Medical Science Clinic. Furthermore, the clinics had no any standard for laboratory. The greatest number of customer is more than 500 persons per month. Almost of the observing clinics have the immunology and clinical chemistry services.
This study uses Hoda Mehrparvar's service business supply chain process performance measurement concept and the marketing success concept consists of four sub-factors: increased gross profit; cost reduction more sales and the number of customers increasing. The study found that perceived of information management and information systems of clinical technology clinics able to explain the perceived success in marketing 79.4 percent. The factor of perceived success in marketing; the gross profit increased, the lower cost, and the increasing number of customers, were found from: perceived of information management and information systems of clinical technology clinics. On the sales increased, there were found from two factors: customer service management and information management and clinical technology clinic information system.
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