QUESTIONNAIRE ON MARKETING PRACTICES

Dear Respondent,

The investigator wants to seek your opinion and share your experiences
regarding “Marketing of Health Care Services – A Comparative Study of Selected
Multi-Specialty Hospitals of North India”. Any comments/suggestions/feedback from
your side shall be of great importance to me. The information provided by you will
be kept strictly confidential and will be used for research purpose (Ph.D) only. Hope
to get full co-operation from your side.
Regards,
Komal
Research scholar,
Kurukshetra University,
Kurukshetra.

Personal Particulars of Respondents

1. Name _____________________

2. Department _____________________

3. Name the Hospital _____________________

154
Please rate the following statements on a scale of 1to 7. Here

1 Strongly Disagree 2 Absolute Disagree

3 Disagree 4 Neither Agree nor Disagree
5 Agree 6 Absolute Agree
7 Strongly Agree

A) PRODUCT

Statements
1 2 3 4 5 6 7
S.D. S.A.

 The product/service portfolio □ □ □ □ □ □ □

up to the customers’
expectations

 The hospital reviews the □ □ □ □ □ □ □

performance of its existing
products/services on regular
basis

 New product/service □ □ □ □ □ □ □
development is a continuous
phenomenon in the hospital

 The product/service portfolio □ □ □ □ □ □ □

of the hospital enhances its
brand image

B) PRICE

Please rate the following statements on a scale of 1to 7.

OBJECTIVES

 Pricing objectives of the hospital aims at (tick the relevant one)

1 2 3 4 5 6 7

 Maximising current profit □ □ □ □ □ □ □

and ROI

 Product quality leadership □ □ □ □ □ □ □

 Quality medical services at □ □ □ □ □ □ □
affordable prices

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  Quality medical services for □ □ □ □ □ □ □
every section of the society

 Survival in the competitive □ □ □ □ □ □ □

market

METHODS

 Mention the extent to which following pricing methods are being used by the
hospital (tick the relevant one)
1 2 3 4 5 6 7

 Mark up pricing □ □ □ □ □ □ □
 Target return pricing □ □ □ □ □ □ □
 Skimming pricing □ □ □ □ □ □ □
 Penetration pricing □ □ □ □ □ □ □
 Value pricing □ □ □ □ □ □ □
 Perceived value pricing □ □ □ □ □ □ □
 Going rate pricing □ □ □ □ □ □ □
 Social Pricing □ □ □ □ □ □ □
PRICING EFFECTIVENESS

Statements
1 2 3 4 5 6 7

 Pricing policy of the □ □ □ □ □ □ □

hospital gives it the
competitive edge

 Pricing policy of the □ □ □ □ □ □ □

hospital gives value
for money to customers

 Pricing policy of the □ □ □ □ □ □ □

hospital helps in
maximising the profit

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 C) PLACE

DISTRIBUTION ARRANGEMENT

To what extent the following level of channels are used by the hospital:

Hospital → Patient

Hospital → Middlemen → Patient

Hospital → Electronic channels → Patient

DISTRIBUTION EFFECTIVENESS

Statements
1 2 3 4 5 6 7

 The hospital is able to give □ □ □ □ □ □ □

location benefits to its
customers

 Hospital is able to match its □ □ □ □ □ □ □

demand and supply functions
well

 The hospital is able to serve □ □ □ □ □ □ □

its customers well in time

D) PROMOTION

PROMOTION MIX

 To what extent the following elements of promotion mix are being employed by
the hospital (tick the relevant one)
1 2 3 4 5 6 7

 Advertising □ □ □ □ □ □ □
 Sales promotion □ □ □ □ □ □ □
 Public relations and publicity □ □ □ □ □ □ □
 Direct marketing □ □ □ □ □ □ □
 Personal selling □ □ □ □ □ □ □

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To what extent the following media/public relations is/are used by the hospital for
promoting its products (tick the relevant one)

 Television □ □ □ □ □ □ □
 Newspaper/magazines □ □ □ □ □ □ □
 Brochures/pamphlets □ □ □ □ □ □ □
 Signboards/hoardings □ □ □ □ □ □ □
 Internet □ □ □ □ □ □ □
 By Medical Camps □ □ □ □ □ □ □
& exhibitions

 Any other mean □ □ □ □ □ □ □

 To what extent the advertising objective is given due importance by the hospital
most of the time (tick the relevant one)

Advertising objective

 To inform □ □ □ □ □ □ □
 To persuade □ □ □ □ □ □ □
 To remind □ □ □ □ □ □ □
PROMOTION EFFECTIVENESS

Statements
1 2 3 4 5 6 7

 The hospital is able to □ □ □ □ □ □ □

inform its customers about
new product /service well
in time

 The promotion policies □ □ □ □ □ □ □

of the hospital gives it a
competitive edge

 The promotion policies □ □ □ □ □ □ □

of the hospital are good
enough to persuade/convince
customers

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  The promotion policies □ □ □ □ □ □ □
of the hospital helps out
in the attainment of objectives

 The hospital maintains □ □ □ □ □ □ □

and updates its website
to advertise and provide
other useful information

E) PEOPLE

Statements
1 2 3 4 5 6 7

 The hospital hires for □ □ □ □ □ □ □

service inclination and
competency

 The hospital provides □ □ □ □ □ □ □

extensive training to
its employees

 The hospital empowers □ □ □ □ □ □ □

its front line employees

 The hospital motivates and □ □ □ □ □ □ □

energizes its employees
through incentives etc.

F) PHYSICAL EVIDENCE

Statements
1 2 3 4 5 6 7

 Cleanliness and hygiene □ □ □ □ □ □ □

of rooms

 Interior and exterior □ □ □ □ □ □ □

infrastructure

 Adequate physical □ □ □ □ □ □ □
facilities

 Appealing material □ □ □ □ □ □ □
associated with services

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 G) PROCESS

Statements
1 2 3 4 5 6 7

 The services offered by the □ □ □ □ □ □ □

hospital are simple to
understand and easy to avail

 The hospital has proper □ □ □ □ □ □ □

blueprint of its service
delivery in place

 The hospital takes care □ □ □ □ □ □ □

of its customer’s precious time

H) SEGMENTATION

Bases of segmentation

 To what extent the following bases are used by the hospital for segmenting the
market

1 2 3 4 5 6 7

 Benefit sought □ □ □ □ □ □ □
 Purchase occasion □ □ □ □ □ □ □
 Brand loyalty □ □ □ □ □ □ □
 Usage rate □ □ □ □ □ □ □
 Paying capacity □ □ □ □ □ □ □
 According to psychographic □ □ □ □ □ □ □
variables

 According to demographic □ □ □ □ □ □ □
variables

 According to geographic □ □ □ □ □ □ □
variables

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SEGMENTATION EFFECTIVENESS

Statements

1 2 3 4 5 6 7

 The hospital’s choice of □ □ □ □ □ □ □

segments is judicious and it
addresses them well

 The segments are easily □ □ □ □ □ □ □

accessible

 The segments are actionable □ □ □ □ □ □ □

 The segments are profitable □ □ □ □ □ □ □
I) POSITIONING

 To what extent the following positioning planks are used by the hospital for
positioning its products/services among the customers

1 2 3 4 5 6 7

 Symbols and branding □ □ □ □ □ □ □

 Wide product mix □ □ □ □ □ □ □
 Price positioning □ □ □ □ □ □ □
 Service attributes and □ □ □ □ □ □ □
benefits

 Service user positioning □ □ □ □ □ □ □

 Competitive positioning □ □ □ □ □ □ □
 Quality positioning □ □ □ □ □ □ □
 Leadership positioning □ □ □ □ □ □ □
 Excellence positioning □ □ □ □ □ □ □

161
POSITIONING EFFECTIVENESS

Statements

1 2 3 4 5 6 7

 The hospital tries to □ □ □ □ □ □ □

establish a distinct image
in the minds of its customers

 The positioning of its □ □ □ □ □ □ □

services sets the hospital
apart from its competitors

 Effective brand positioning □ □ □ □ □ □ □

by the hospital results in
greater sales and profits.

J) RELATIONSHIP MARKETING

Statements
1 2 3 4 5 6 7

 The hospital maintains □ □ □ □ □ □ □

multiple communication
channels to communicate
with its customers

 The hospital works on the □ □ □ □ □ □ □

maxim “Satisfaction First,
Profit Next”

 The hospital maintains a □ □ □ □ □ □ □

relationship rather than
transaction focus.

 The hospital places greater □ □ □ □ □ □ □

emphasis on customer retention

 The hospital motivates □ □ □ □ □ □ □

dissatisfied customers to
lodge complaints

 The hospital takes extra □ □ □ □ □ □ □

care of its satisfied customers

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 K) MARKETING EFFECTIVENESS REVIEW

(i) STRATEGIC ORIENTATION

1 2 3 4 5 6 7

 The hospital does a formal □ □ □ □ □ □ □

marketing planning

 Current marketing □ □ □ □ □ □ □
strategies of hospital
are impressive.

 Contingencies are planned □ □ □ □ □ □ □

well in the hospital

(ii) ADEQUATE MARKETING INFORMATION

 Hospital is involved in □ □ □ □ □ □ □
continuous marketing
research

 Hospital does a □ □ □ □ □ □ □
continuous appraisal
of sale and profitability

 Hospital measures and □ □ □ □ □ □ □

improves the cost of
direct marketing

(iii) INTEGRATED MARKETING ORIENTATION

 Hospital has highly □ □ □ □ □ □ □

integrated marketing
function

 Hospital does integration □ □ □ □ □ □ □

of marketing functions
with other functions of
management

 Hospital does proper □ □ □ □ □ □ □

organising of product
development process

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 (iv) CUSTOMER PHILOSOPHY

 Hospital designs and □ □ □ □ □ □ □

serves the segments
efficiently

 Hospital follows a holistic □ □ □ □ □ □ □

approach

 Hospital provides different □ □ □ □ □ □ □

plans for different segments

(v) OPERATIONAL EFFICIENCY

 Hospital excels in □ □ □ □ □ □ □
communicating and
implementing marketing
strategy

 Generate and employ □ □ □ □ □ □ □

marketing resource
properly

 Any note/additional information you would like to give about the recent
developments in the hospital which may add to the quality of this study.

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

Thank you for your valuable time and cooperation………

164
 QUESTIONNAIRE ON CUSTOMER SATISFACTION

Dear Respondent,

The investigator wants to seek your opinion and share your experiences
regarding “Marketing of Health Care Services – A Comparative Study of Selected
Multi-Specialty Hospitals of North India”. Any comments/suggestions/feedback from
your side shall be of great importance to me. The information provided by you will
be kept strictly confidential and will be used for research purpose (Ph.D) only. Hope
to get full co-operation from your side.
Regards,
Komal
Research scholar,
Kurukshetra University,
Kurukshetra.

Personal Particulars of Respondents

1. Name _____________________

2. Department _____________________

3. Name the Hospital _____________________

165
Please rate the following statements on a scale of 1to 7. Here

1 Strongly Disagree 2 Absolute Disagree

3 Disagree 4 Neither Agree nor Disagree
5 Agree 6 Absolute Agree
7 Strongly Agree

A) SERVICE QUALITY

Mention the extent to which the following statements are related with service quality.
Here
1 2 3 4 5 6 7
S.D. S.A.

 Hospital has the patients □ □ □ □ □ □ □

best interests at heart.
(e.g. building long-term
relationships, providing
leading edge medical care)

 Hospital has been □ □ □ □ □ □ □

approachable (easy access
to management, doctor,
ease of conduct).

 Hospital has carry out □ □ □ □ □ □ □

services right the first time.
( i.e. to provide correct
treatment at the first time.)

 Hospital keeps error-free □ □ □ □ □ □ □

records (e.g. keeping
records correctly.)

 The behaviour of □ □ □ □ □ □ □
personnel in hospital
has instilled confidence
in patients. (e.g. honest,
trustworthy).

 Personnel in hospital □ □ □ □ □ □ □
have the knowledge
to answer patients’ questions.

 Hospital gives patient’s □ □ □ □ □ □ □

individual attention. (e.g.
learning a patient’s specific
medical history, their preferences etc.)

166
 The physical facilities at □ □ □ □ □ □ □
hospital have been visually
appealing. (e.g. reception area,
corridors, wards, OPD, etc.)

 Personnel in hospital give □ □ □ □ □ □ □

prompt services to patients.
(e.g. making appointments
quickly, returning phone calls
quickly, resolving
problems quickly)

 Patients of hospital feel safe □ □ □ □ □ □ □

in their dealing with the
hospital.

B) SERVICE RECOVERY

1 2 3 4 5 6 7
S.D. S.A.

 The hospital encourage the □ □ □ □ □ □ □

customers to file complaint in
case of service failure

 The hospital does not □ □ □ □ □ □ □

hesitate in apologising for
failure in service

 The hospital gives □ □ □ □ □ □ □

explanation of service
failure to customers

 The hospital empathises □ □ □ □ □ □ □

with you in case of service
failure

 The hospital acts quickly to □ □ □ □ □ □ □

resolve your grievances

 The hospital keeps you □ □ □ □ □ □ □

updated with progress of
service recovery

 The hospital is able to □ □ □ □ □ □ □

correct service failure

167
  The hospital provides you □ □ □ □ □ □ □
with atonement and
compensation if service fails

 The hospital takes failure □ □ □ □ □ □ □

as future learning and do
regular follow up

C) RELATIONSHIP MARKETING

Rate the following statements on a scale of 1 to 7.

Statements
1 2 3 4 5 6 7
S.D. S.A.

 The hospital maintains □ □ □ □ □ □ □

multiple communication
channels to communicate
with its customers

 The hospital takes feedback □ □ □ □ □ □ □

from customers on regular
basis so as to improve its services

 The hospital places greater □ □ □ □ □ □ □

emphasis on customer retention

 The hospital motivates □ □ □ □ □ □ □

dissatisfied customers to
lodge complaints

 The hospital takes extra care □ □ □ □ □ □ □

of its satisfied customers

 The hospital provides true □ □ □ □ □ □ □

value for money to its customers

Thank you for your valuable time and cooperation…

168