Abstract

Current study aims to determine the role of database marketing in improving quality of service in Jordanian private hospitals. The study's population is consisted of marketing managers only or their deputies in the Jordanian private hospitals which contains (69) hospitals. Online questionnaire was distributed over a random sample amounting (59) managers, (51) questionnaires were collected, that is (86.44%) of the total sample. The study results indicated that Jordanian private hospitals use database marketing in improving quality of Service in Jordanian Private Hospitals. There is no difference in the role of database marketing in improving quality of service in Jordanian private hospitals according to the managers’ educational level. There is a difference in the role of database marketing in improving quality of service in Jordanian private hospitals according to the managers’ experience.

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