| Abstract: | Nowadays the private healthcare industry is in a stiff competition against each other to dominate the market. However, on which promotional mix strategy should allocate resources to make customers patron for the brand is the foci of this of this study. Integrated marketing communication is a critical approach to enhance customer loyalty as companies try to do some more attractive, influencing promotions through various media. The prime motive of the study is, thus, to investigate the effect of integrated marketing communication on customer patronage of selected private general hospitals in Addis Ababa. The study utilized explanatory research design along with quantitative approach. Out of 400 distributed questionnaires, a total of 302 valid responses were attained from sample respondents (both admitted and out-patients) from ten private general hospitals. Convenience non-probability sampling was applied to select the targeted respondents. Primary data were collected using self-administered questionnaire. The result endorses that, except sales promotion, all the other four integrated marketing communication tools such as advertising, direct marketing, sales promotion, public relations/ publicity, personal selling had significant effect on overall customer patronage. Advertising and personal selling exhibited relatively the highest positive and statistically significant effects .Therefore, it is recommended that Marketing messages should be advertised through social media and be accompanied by personal selling. Promoting on event organization and frequent contact of the targeted potential customers in person enhances the customer patronage. |
