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75 فصلنامه بخش بندي بازار توريسم درماني حبيب اله دانايي و همكاران.. ترتيب اهميت كمتري قاي ل هستند.با توجه به ترجيحات اين دسته از بيماران بيمارستانهايي كه اين دسته را مورد هدف قرار مي دهند بايد به دنبال ارتقاي مزاياي رقابتي خود به نسبت رقبايشان باشند بدين معني كه باتقويت و توسعه مراكز تحقيقاتي دستيابي خود را به جديديترين و پيشرفته ترين متد درماني دنيا و حتي كشف روش هاي درماني جديد اين مزيت رقابتي را حفظ و تقويت نمايند.اين بيماران هم چنين به آموزش به بيمار مشاركت بيمار در درمان خود ايجاد اعتماد و اطمينان در بيمار توسط كاركنان وپزشكان شاد بودن و نگرش مثبت تيم درمان سرعت پاسخگوي ي به نيازهاي بيمار وتوجه به او و اعتقادات و فرهنگ بيمارنيز اهميت مي دهند. خوشه چهار: اين افراد بيشترين درجه اهيت را پاسخگوي ي و مراقبت توام با احترام قاي ل شده اندبراي اين افراد كاراي ي بيمارستان در اراي ه خدمات و قابليت هاي منحصر به فرد بيمارستان در درمان در درجه دوم و سوم اهميت قرار دارند.اين افراد كمترين اهميت را به عامل امكانات رفاهي ويژه بيماران خارجي داده اند. در اين خوشه نيز مانند خوشه يك براي جلب رضايت بيماران اين خوشه بيمارستان بايد آموزش هاي لازم را به كاركنان خود در جهت برقراري ارتباط موثر با بيمار بدهد و هم چنين ترتيبي اتخاذ گردد تا خدمات در اسرع وقت به اين بيماران اراي ه شود. به طور كلي به نظر مي رسد استقرار بخشي تحت عنوان توريسم درماني در اين گونه بيمارستانها كه به بيماران خارجي اراي ه خدمات مي كنند تقويت وتوسعه مراكز تحقيقاتي و آموزش كاركنان در راستاي رضايت بخش هاي مختلف بازار توريسم درماني بسيار اثر بخش و كارآمد باشد. محدوديت هاي تحقيق: 1. عدم تمايل بيماران خارجي به مصاحبه. 2 بعد مسافت و پراكندگي بيمارستانهاي مورد مطالعه 3.عدم دسترسي به مترجم جهت ترجمه پرسشنامه و مصاحبه با بيماران. 4. عدم وجود متون فارسي در زمينه توريسم درماني References 1. Keshvari,S (1386)" Peugeot 206 Market segmentation based on the demographic and behavioral variables in Tehran"Tehran Alzahra University 2. Kotler,P.(1999).marketing management,translate by Bahman Foroozande,fourth edition,p25-30,amoukhteh Publication. 3. Papatla,Purushottam;Bhatnagar,Amit. Shopping Style segmentation of consumers Marketing Letters. Boston: May 2002.vol.13,Iss.2;p.91-112 4. Cohen,Steven; Rasmaswamy,venkatram; Latent segmentation models Mareketing Research. Chicago: Summer 1998.vol.10,Iss.2;p.14-31. 5. Rousta,Ahmad.Venous,Davar.Ebrahimi,Abdolhamid. (1388) "marketing managem", thirteen edition.samt Publication. 6. Kotler,P. Armstrong,G.(1990),marketing principle. thirdth edition.dabestan Publication 7. Weinstein, A. (1987). Market segmentation: Using Niche marketing toexploit new markets. Chicago: Probus. 8. Smith, W. R. (1956). Product differentiation and market segmentationas an alternative marketing strategy. Journal of Marketing, 21(1)3 8. 9. Kotler, P., & Gordon, M. (1983). Principles of market. Canada: Prentice Hall. 10. Myers, J. H. (1996). Segmentation and positioning for strategic marketing decisions. Chicago: American Marketing Association. 11. Croft, M. J. (1994). Market segmentation: A step-bystep guide to profitable new business. London, New York: Routledge 12. McDonald M, Dunbar I (2004). Market Segmentation: How to do it, How to profit from it. 1st ed. Elsevier Butterworth-Heinemann. 13. Anderson, C., & Vincze, J. W. (2000). Strategic marketing management. snew York: Houghton Mifflin. 14. Aaker D (2001). Developing Business Strategies. 6th edition, John wiley. 15. McDonald M, Dunbar I (1995). Market Segmentation: step-by-step approach to creating profitable market segments. 1st ed. Macmillan business. 16. United Nations,economic and social commission for Asia and Ocenia(1391)"medical tourism in Asia and Ocenia" 1 st ed.tehran.parseh negar Publication. 17. Hande Kimuoglu&V.A Slihan Nasir,(2010).discovering behaviorial segments in the mobile phone market.journal of consumer marketingvol27.no5.pp401-413. Page 13 of 13 18. Charles V. Trappey&Amy J.C Trappey(2010).clustering analysis prioritization of automobile logestic services.journal of industrial management &data systems.vol110.no5.pp731-743. 19. Sandra S.Liu&Jie chen(2009).using data mining to segment healthcare market from patient preference prespective.international journal of healthcare quality assurance.vol22.no2.pp117-134. 20. Yahya pour Jalali,N(1388)," customer segmentation of shopping center in Tehran based on activity"(milade Nour Complex),University of Tehran..

..50 1393 3 76 Segmentation of Medical Tourism Market Using Cluster Analysis Medical tourism and cluster analysis DanaeeH 1, RahmaniH 2, TorkzadeL 3*, Nazari M 4 Submitted: 23.7.2013 Accepted: 13.3.2014 Abstract Background: Industry growing and work load of financial turnovers are one of the medical tourism s reason. Because of additional capacity building in health domain especially in medical levels, medical tourism can be solved some problems similar to extra capacityby means of an essential strategy. The aim of this study was to Segment external clients based on their benefits expectations about health services in four hospitals in Iran. Materials andmethods:in current study, library reviewing and health care experts viewpoints were used in order to determine the characteristics of healthcare services.after determining the variables, factor analysis was performed to brief variables.then, cluster analysis was performed on extracted factors using K MEANS algorithm and characteristics of each cluster was determined. Results: Four factors were extracted by factor analysis.then, Cluster analysis was done on the factors andpatients were divided into four sections whilethe first section respect with health care services efficacy, the second and fourthparts tend to get care with respect and the third parthave a tendency to have individual ability of hospitals. Conclusion: Individuals obtained the most important percent to care providing with respects among four extracted clusters. Thus, hospitals should have the most focus on communication quality regarding their marketing efforts with their clients. Keywords: Market, Segmentation, Cluster Analysis, Medical Tourism 1 Assistant professor, Department of Management, School of Management and Accounting, Karaj paiamnour University, Karaj, Iran 2 Assistant Professor. Department of Health Services management, Allied Medical School, Tehran University of Medical Sciences, Tehran, Iran 3 MSc student in International Commercial Management, Tehran paiam Nour University, Tehran, Iran,(*corresponding author) leilatorkzade_mng@yahoo.com, Tel: 09171406113 4 Assistant professor, Department of Commercial Management, School of Management, Tehran University, Tehran Iran