SERVICES MARKETING STRATEGY MODEL FOR HEALTHCARE ON ALTERNATIVE MEDICINE BY ACUPUNCTURE OF PRIVATE HOSPITALS IN THAILAND

Abstract

The objective of this research was to find services marketing strategy of alternative medicine operation by acupuncture of private hospitals in Thailand. The study population was people who used acupuncture services at private hospitals in Thailand, and the sample population was 446 acupuncture users selected by multistage sampling .The research instrument was questionnaire. Statistical analysis was done using path analysis and structural equation model .The variables of the study were 4 latent variables consisted of sociocultural factor ,psychological factor, health services marketing strategy, and operation of alternative medicine by acupuncture .The research results showed that services marketing strategy model for healthcare on alternative medicine by acupuncture of private hospitals in Thailand consisted of psychological factor, namely, beliefs ,attitude ,and perception respectively. Secondly were health services marketing strategy, namely, productivity and quality, people, physical evidence, place, process, price, product, and promotion. However health services marketing strategy had the greatest direct effected to operation of alternative medicine by acupuncture, followed by psychological factor, which had both a direct and indirect effect on operation of alternative medicine by acupuncture. Sociocultural factor had a direct effect on operation of alternative medicine by acupuncture of private hospitals in Thailand at a very low level. The most important factor of operation on alternative medicine by acupuncture was satisfaction, followed by safety, services, and quality of life. Hence health services marketing strategy model is important and need for hospital providing acupuncture.