Factors influencing customers selection towards private hospital in Kota Kinabalu, Sabah / Alfera Dusing

With the rapid expansion of population and shortages in healthcare facilities in governments' hospital, private hospitals in the society have been playing a vital role. The demand of health service in private hospitals is increasing because of the certain amenities that are provided in the institutions. Patients can choose a hospital according to what matter most to them, whether the cost of treatment, services and also efficiency. The paper aims to test the proportion of patients willing to seek a particular hospital is same across all the attributes for treatment. It also indentify the factors that influencing customers in selecting private hospitals. The findings of the present study would be an important aid for private hospital administration.