MEASURING MEDICAL SERVICES COMPETITIVENESS: AN EMPIRICAL STUDY BASED ON THE EXTENDED 10P MARKETING MIX

This study aims to assess the competitiveness of medical services through the extended 10P marketing mix framework using empirical evidence from Uzbekistan. A structured questionnaire based on the 10P model was administered to 253 respondents, and the collected data were analyzed using descriptive statistics, weighted average analysis, and comparative methods. The findings reveal that staff qualifications (82.85%), physical evidence (80.40%), and service outcomes (78.34%) are the most influential determinants of medical services competitiveness, whereas promotion (62.13%) received the lowest evaluation. The results highlight the growing importance of service quality, process standardization, digital transformation, and post-service support in strengthening the competitive position of private healthcare providers. The study contributes to the literature by extending the traditional marketing mix into a comprehensive 10P framework for evaluating medical services competitiveness and provides practical recommendations for improving competitiveness assessment and strategic management in Uzbekistan's non-governmental healthcare sector.