Sağlik hizmetleri pazarlamasinda konumlandirma stratejileri (Kırıkkale ili örneği)

it is aimed to determine factors that influence the positioning of health businesses and to constitute the current perceived positioning maps of government, private and university hospitals operating in Kırıkkale Province. A questionnaire was applied to 500 consumers of health services from three quarters representing low, middle and upper socio-economic status living in the center of Kırıkkale Province and the data obtained were analyzed by SPSS statistical software package. Chi-square, frequency, factor and one-way analysis of variance (ANOVA) statistical methods were used. In the light of the research results, it is found that five basic factors consisting of service quality, staff attitudes and behaviors, environment and reputation, physical fitness and consumers costs are effective in positioning health businesses and it is determined that there are significant differences between education and income level of participants and the importance they give to these five main factors. In the study, the perception of government, private and university hospitals operating in Kırıkkale Province relating to these five main factors was also determined and their perceived positioning maps were developed.