Browsing by Author "Habte, Berhanu"

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    The Effect Of Marketing Mix Elements On Customer Satisfaction In Private Hospitals The Case Of Korea General Hospital (Mcm)
    (Addis Ababa University, 2020-06) Habte, Berhanu; Workineh, Mesfin (PhD)
    Customer satisfaction is “an individual’s feeling of pleasure (or disappointment) resulting from comparing the perceived performance or outcome in relation to the expectation”. Through satisfying customers, organizations could improve profitability by expanding their business and gaining a higher market share as well as repeat and referral business. Marketing Mix is a marketing tool used by the company to reach marketing objectives in fulfilling the target market. On the other hand customers described 4P‘s as the marketing tools used by companies to create profit. The general objective of the study was to examine the effect of marketing mix on customer satisfaction in private hospitals: a case study of MCM general hospital. In order to get a comprehensive data 341 customers are included in the study. The study used both primary and secondary data that were collected through a semi-structured questionnaire. Out of the 384 questionnaires that were distributed 341 questionnaires were filled and returned successfully. This represents a response rate of 88.8 percent. Data was analyzed using descriptive and xi inferential statistics. The study found that there is consistence and compatibility in the quality of the product, the price charged for the product is expensive, the company does not have good promotion activity, and the company remain using most of promotion tools like advertising using radio and television programs and other events. Based on these findings, the study recommends that company needs to know the sensitivity of price and due consideration need to be given in times of price setting; company is recommended to work more on promotions and expand their branch