<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2007-7459</journal-id>
<journal-title><![CDATA[Horizonte sanitario]]></journal-title>
<abbrev-journal-title><![CDATA[Horiz. sanitario]]></abbrev-journal-title>
<issn>2007-7459</issn>
<publisher>
<publisher-name><![CDATA[Universidad Juárez Autónoma de Tabasco, División Académica de Ciencias de la Salud]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2007-74592021000200243</article-id>
<article-id pub-id-type="doi">10.19136/hs.a20n2.3813</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Evaluación del posicionamiento e imagen: Caso de los hospitales privados en Saltillo, Coahuila]]></article-title>
<article-title xml:lang="en"><![CDATA[Positioning and image assessment: Case of private hospitals in Saltillo, Coahuila]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Méndez-Wong]]></surname>
<given-names><![CDATA[Adriana]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Reyes Ruiz]]></surname>
<given-names><![CDATA[Edith]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Mellado Siller]]></surname>
<given-names><![CDATA[Jesús Francisco]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Autónoma de Coahuila  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Autónoma de Coahuila  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad Autónoma de Coahuila  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>08</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>08</month>
<year>2021</year>
</pub-date>
<volume>20</volume>
<numero>2</numero>
<fpage>243</fpage>
<lpage>250</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2007-74592021000200243&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2007-74592021000200243&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2007-74592021000200243&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen  Objetivo:  Determinar el posicionamiento de los principales hospitales privados en Saltillo, Coahuila y conocer los atributos con los que logran posicionarse cada uno de ellos.  Materiales y métodos:  Se realizó un estudio cuantitativo, descriptivo y correlacional de diseño transversal, en dos etapas: En la primera etapa se presentó la teoría para el análisis de concepto e investigaciones sobre el tema; después se diseñó un cuestionario estructurado, con preguntas categóricas y las respuestas se indicaron en escala de Likert de 1 a 5. Se obtuvieron 300 encuestas válidas con una tasa de respuesta del 95%. El posicionamiento de los seis hospitales fue medido mediante mapas perceptuales, utilizando el análisis factorial de correspondencias.  Resultados:  Los hallazgos permitieron conocer al hospital privado mejor posicionado, los atributos más diferenciadores y determinar si el género tiene influencia sobre la preferencia por Hospital.  Conclusiones:  Los resultados obtenidos confirman que no todas las dimensiones poseen la misma importancia a la hora de explicar el posicionamiento e imagen de los hospitales privados. Los atributos determinantes son la atención rápida y eficaz, contar con personal competente y brindar calidez en la atención. Además, en relación a la hipótesis planteada se afirma que no hay diferencias significativas entre hombres y mujeres con respecto a la preferencia de un hospital privado.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract  Objective:  To determine the positioning of the main private hospitals in Saltillo, Coahuila and to know the attributes with which each of them manages to position itself  Materials and methods:  A quantitative, descriptive and correlational study of cross-sectional design was carried out, in two stages: In the first stage, the theory for concept analysis and research on the subject was presented; then a structured questionnaire with categorical questions was designed and the answers were indicated on a Likert scale from 1 to 5. 300 valid surveys were obtained with a response rate of 95%. The positioning of the six hospitals was measured by perceptual maps, using factorial correspondence analysis.  Results:  The findings allowed knowiing the best positioned private hospital, the most differentiating atributes and determining if gender influences Hospital preference.  Conclusions:  The results obtained confirm that not all dimensions have the same importance when it comes to explaining the positioning and image of private hospitals. The determining atributes are fast and effective care, having competent personnel and providing warmth of care. I addition, in relation to the hypothesis stated, it is stated that there are no significant differences between men and women regarding the preference of a private hospital.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Mercadotecnia]]></kwd>
<kwd lng="es"><![CDATA[Análisis factorial]]></kwd>
<kwd lng="es"><![CDATA[Percepción]]></kwd>
<kwd lng="en"><![CDATA[Marketing]]></kwd>
<kwd lng="en"><![CDATA[Factor Analysis]]></kwd>
<kwd lng="en"><![CDATA[Perception]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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