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International Journal of Advanced Engineering, Management and Science

The Effect of Marketing Culture Aspects of Healthcare Care on Marketing Creativity

( Vol-8,Issue-12,December - December 2022 )

Author(s): Saif Qudama Younus, Baban Jabbar Othman, Muhammed Khazal Rashad, Idrees Sadeq Kanabi, Diyar Abdulmajeed Jamil, Rozhgar Khorsheed Mahmood, Zaid Saad Ismail, Swran Jawamir Jwmaa

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Page No: 014-028
ijaems crossref doiDOI: 10.22161/ijaems.812.2


Marketing, Marketing culture, Moral, Value.


The primary objective of this research project is to investigate the influence that different characteristics of healthcare marketing culture have on marketing creativity. The investigation was carried out at the various medical facilities located in the Kurdistan region of Iraq. In order to evaluate the effectiveness of the study, the researchers used a quantitative research approach in the form of a survey. Despite this, the researchers were successful in collecting a total of 161 completed surveys. In order to evaluate the current study, the researchers utilized hierarchal multiple regression analysis as well as the Sobel test; the results of these analyses indicated According to the findings, there is a positive and significant connection, both directly and indirectly, between cultural value and cultural satisfaction as marketing culture aspects and marketing creativity. In addition, cultural experience plays a positive and significant role in mediating the connection between cultural value and marketing experience. Nonetheless, putting an emphasis on cost savings, enhanced quality, and distinct industry are three essential components that are necessary to improve healthcare systems that are supported by patients. This is something that can be accomplished through the acquisition of new technology as well as through workers who are well-trained and motivated to use their expertise for the betterment of society in a way that carves out a distinct market that competitors can either rarely replicate or copy at a high cost.

Article Info:

Received: 05 Nov 2022; Received in revised form: 27 Nov 2022; Accepted: 02 Dec 2022; Available online: 08 Dec 2022

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