Title: Effect of crises on the healthcare marketing mix and customer satisfaction: evidence from the UAE during the COVID-19 pandemic

Authors: Nabeel Al Amiri; Gouher Ahmed; Khaled Al Qawasmeh; Haneen Afana

Addresses: Nursing Department, Tawam Hospital, Al Ain, UAE ' College of Business Studies, Skyline University College, Sharjah, UAE ' Nursing Department, Tawam Hospital, Al Ain, UAE ' Strategic Department, Waste Management Agency, RAK, UAE

Abstract: The study aimed to investigate the effects of crises, specifically the COVID-19 pandemic, on customer satisfaction mediated by the offered marketing mix (7Ps) of the healthcare facilities of the United Arab Emirates. The study aimed to evaluate the effect of crises, specifically the COVID-19 pandemic, on the satisfaction of healthcare customers mediated by the marketing mix. Therefore, the authors adopted a cross-sectional, quantitative design to survey a sample of 146 healthcare customers and analysed data using smart PLS-SEM 3. The study identified one significant pathway, including the effect of the internal organisational factors through marketing mix on customer satisfaction. Therefore, the study confirmed the mediation role of the marketing mix and suggested modifying the marketing mix as a key strategy during crises.

Keywords: crisis; COVID-19; marketing mix; healthcare; customer satisfaction; UAE.

DOI: 10.1504/MEJM.2024.140848

Middle East Journal of Management, 2024 Vol.11 No.5, pp.471 - 495

Received: 01 Oct 2022
Accepted: 05 Jan 2023
Published online: 03 Sep 2024 *

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