Designing a Questionnaire to Measure Factors Affecting Utilization of Services for Diabetics in Health Centers Based on Social Marketing Model

The needs and wants of patients as one of the pillars of marketing in the health field required the right tools to identify the consumer's requests. This research was conducted in order to design an appropriate tool based on the 7 Ps model to evaluate the factors affecting the behavior of using services in the customers referring to diabetes units.

The study conducted in three steps. The first steps included definition of the concept, determination of the items, and characteristics of the instrument. In the step of concept definition, through literature review, the items were identified and arranged in the form of a questionnaire. Then, using the opinions of professionals and diabetics, the identified items were reviewed. In the third step, the validity and reliability of the instrument were confirmed using CVI, CVR, ICC and Cronbach's alpha.

according to the results of the first and second phase of the study, the initial 46-itmes questionnaire was provided. After determining the formal and content validity quantitatively and qualitatively, statements of the questionnaire decreased to 38.The calculated Cronbach's alpha coefficients (0.89) represents the high internal consistency of the questionnaire. The results of the reliability of the questionnaire were obtained by re-test method (0.92).

Using this questionnaire helps researchers to analyze the diabetic patients' behavior and specifies the reasons for acceptance or rejection of the services of the diabetes unit by the patient. It can also be used in all centers providing care services to its diabetic patients