African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 156

Full Length Research Paper

Impact of service marketing on healthcare management in Nigeria

Adedeji, Elijah Adeyinka
  • Adedeji, Elijah Adeyinka
  • Department of Management and Accounting, Ladoke Akintola University of Technology, Ogbomoso, Nigeria.
  • Google Scholar

  •  Received: 04 August 2013
  •  Accepted: 14 October 2014
  •  Published: 30 November 2014


The paper examined the impacts of service marketing on health care management in Nigeria. For this paper, simple random technique was used in selecting 200 patients from General Hospital, Ogbomoso. Data were collected with the use of both primary and secondary data and were subsequently analyzed by regression analysis through statistical package for board sciences. The results showed that service marketing has significant impact on the management and patronage of health care services. Therefore, the study recommended that there must be drastic structural change in marketing of health care services as it will help in improving the quality of health care service.


Key words: Health care, marketing, management, patients, medical services.