Service Innovations that Influence the Utilization of Private Hospitals in Thailand

Abstract

Background and Objectives: The private hospital industry in Thailand has been adversely affected by the slow economic growth, leading to cautious spending among the middle-income group, which is the primary customer base for private hospitals. This has resulted in a significant decline in the number of patients. This research aims to: 1) explore the general characteristics of private hospital users in Thailand; 2) examine the level of perceived service innovation that influences the decision to use private hospitals in Thailand; and 3) identify service innovations that have an impact on the decision to use private hospitals in Thailand.

Methodology: The sample consisted of 400 users of private hospitals in Thailand. Specific data was collected using a questionnaire. Descriptive statistics such as mean and standard deviation were used, along with Pearson's correlation and stepwise multiple linear regression.

Results: 1) Most users were female, aged between 40-60 years, with a bachelor's degree, employed in the private sector, and had a monthly income of 30,001-50,000 baht. 2) Perception of service innovation was significantly correlated with the decision to use private hospitals, particularly in the areas of interaction with users (Mean = 4.14, S.D. = 0.741), service concept (Mean = 4.03, S.D. = 0.512), and technology (Mean = 3.45, S.D. = 0.582). The least significant aspect was new service delivery processes (Mean = 3.11, S.D. = 0.654). 3) Service innovation factors influencing the decision to use private hospitals were service concept (β)=0.134, interaction with users (β)=0.094, new service delivery processes (β)=0.213, and technology (β)=0.145.

Conclusion: Private hospitals should adopt service innovations to enhance customer satisfaction and encourage repeat business. This will contribute to the long-term success and sustainability of the business.