Author: Bayad Jamal Ali, Govand Anwar

Abstract: The main purpose of this study is to analysis the impact of marketing culture aspects of healthcare on marketing creativity. The research was conducted at healthcare sectors in Kurdistan region of Iraq. The researchers employed quantitative research method via using a survey to measure the current study. However, the researchers were able to gather 161 completed questionnaires. The researchers applied hierarchal multiple regression analysis and Sobel test to measure the current study; the findings revealed. The findings proved that there is a positive and significant direct and indirect relationship between cultural value and cultural satisfaction as marketing culture aspects and marketing creativity, moreover cultural experience has a positive and significant mediating role between Cultural value as marketing culture aspect and marketing experience. However, a key element in improving patient-endorsed healthcare systems is an emphasis on cost savings and increased quality, as well as differentiated industry. This are achievable with the acquisition of new technology and well-trained and driven workers who can use their expertise for the good of society in a way that carves out a distinct market that rivals can seldom replicate or copy at a high cost.

Keywords: Healthcare, Marketing culture, Cultural value, Cultural satisfaction, Kurdistan region of Iraq.

Article Info: Received: 28 Nov 2020; Received in revised form: 09 Feb 2021; Accepted: 04 Mar 2021; Available online: 30 Mar 2021

DOI: 10.22161/ijels.62.25