A Proposed Model for Customer Value Management in Health Organizations "Application on Hospitals in Riyadh"

Abstract

This study aimed to find out how marketing knowledge management and interactive marketing affect services marketing, customer value management and health organizations in Riyadh. The study sample consisted of 120 administrators and 180 employees. After overthrowing (11) questionnaires from responses of administrators and (26) questionnaires from responses of staff, thus, the final sample consisted of 109 administrators and 154 employees. To collect data, survey (questionnaire) method was used and the results of the statistical analysis showed the following: (1) There is significant statistically relationship between marketing knowledge management and interactive marketing, (2) There is significant statistically relationship between marketing knowledge management and health services marketing, (3) There is no significant statistically relationship between marketing knowledge management and customer value management in health organizations, (4) There is significant statistically relationship between interactive marketing and health services marketing, (5) There is significant statistically relationship between interactive marketing and customer value management in health organizations, (6) There is significant statistically relationship between health services marketing and customer value management in health organizations.