WOM Effectiveness in Improving the Purchasing Behavior: Comparative Study on the Private Hospitals Inpatients in Jordan and Saudi Arabia

This study aimed at determining the effectiveness of WOM in improving the decision to select the suitable hospital for treatment during the stages of purchase, as well as determining the statistical differences of the sample perception of WOM effectiveness according to WOM sources, and the personal factors for inpatients in both Jordan and Saudi Arabia. The study population consisted of all inpatients in private hospitals in Jordan and Saudi Arabia estimated at 137.6 and 554.9 thousand inpatients respectively in 2015. The sample has been selected from the inpatients in Amman and Riyadh cities, which are 387 for each market; 387 were analyzed, and simple random sample was used. The study showed that there is a statistical impact of WOM on improving the purchasing behavior to select the suitable hospital in countries of comparison, and also showed that there are no statistical differences in sample perception for WOM effectiveness according to WOM sources, and the personal factors of inpatients in Jordan and Saudi Arabia. Finally, the study recommended a set of suggestions that enhance the WOM in the marketing communications strategy in the service institutions in general, and private hospitals in particular.