Reflection of green marketing in perceived customer value: An applied study at Al-Zahrawi Surgical Hospital
Main Article Content
Abstract
The research aims to test the impact of green marketing in its dimensions (green product, green pricing, green distribution, green promotion) on the perceived value of the customer in its dimensions (functional, emotional, and social), in Al-Zahrawi Surgical Hospital in the State of Iraq. The research problem was represented by the question that states: The effect of green marketing activities on the perceived value of the customer in Al-Zahrawi Surgical Hospital. “The research relied on two main hypotheses with the correlation test and one for the simple linear regression test to explore and treat the research problem. As for the research sample, it was represented by (220) individuals from doctors, nurses, and administrators from the researched hospital’s staff. The questionnaire was used as a main tool for collecting data prepared by the researcher based on ready-made measures, and the researcher adopted a set of statistical methods, including (the arithmetic mean, standard deviation, coefficient of variation,), and the data were analyzed through the use of statistical programs (SPSS V.24), The research adopted the descriptive analytical method. Among the most prominent results that have been reached is the existence of a statistically significant correlation and impact relationship between the green marketing variable with its dimensions (green product, green pricing, green distribution, green promotion) in the perceived value of the customer in its dimensions (functional, emotional, and social). The research concluded with a set of recommendations. The most important of which is the necessity to activate the role of external and internal oversight committees to assess green orientation measures in health services provided by hospitals and prices in line with international standards.
Downloads
Metrics
Article Details
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
