Marketing healthcare services in Jordan: examining the elements influencing women’s intention to get early breast cancer screening

Purpose This study aims to understand the potential influence of several factors that may affect females’ intentions to undergo breast cancer screening (BCS) in Jordan. Design/methodology/approach A positivistic research methodology was used with the aim of gathering and interpreting the data quantitatively. A questionnaire was created and given to the selected respondents. Females who were at least 18 years old made up the study’s population. In addition, using a sample size of n = 237 was warranted and appropriate. Data were collected from Karak, Tafilah, Aqaba and Ma’an, four cities in southern Jordan. Smart partial least squares version 4.0.9.2 and SPSS version 26 have been used for data analysis. Findings The findings showed that attitudes, subjective norms, disease susceptibility and cues-to-action among females have a significant impact on their intention to undergo BCS. Whilst, the benefits of using BCS have not been shown to have a substantial impact on females’ intentions to undergo BCS. Furthermore, this study indicated that there were no significant differences between females’ intention to conduct BCS and the control variables (age and education). Research limitations/implications There are specific restrictions in place. First, although the study’s sample size of respondents was adequate, it would be advantageous to have a larger sample size in the future to improve the reliability of the results. Second, the BCS behavior in Jordan’s southern cities was the sole subject of this study. Therefore, it would be beneficial to also explore other areas of Jordan. Third, only female candidates for BCS were examined in this study. It might be necessary to do a more thorough investigation to find the obstacles preventing them from performing the test. Fourth, the current study did not analyze the actual behavior required to perform the BCS test; instead, it sought to understand females’ intentions for undergoing the test. Therefore, it would be beneficial to research actual female behavior toward BCS in the future. The current study also used a quantitative research methodology. Therefore, more study is required using qualitative techniques like focus groups, interviews and brainstorming to better understand females’ intentions toward BCS. Originality/value According to the author’s best knowledge, this study marks the first effort to highlight behavioral intentions toward performing BCS in the Jordanian context. In addition, by incorporating extra factors obtained from the health belief model within the context of BCS behavior, the current study broadens the theory of reasoned action. This can be viewed as a significant contribution to the subject’s theoretical foundations. Besides, the current study incorporated demographic characteristics and used them as a control variable. This can be seen as another contribution to the literature on health-care marketing in the case of BCS.