Service Marketing Mix Factors Affecting the Decision Making to Use Service of Private Hospital in Khon Kaen Municipality During the Pandemic Situation of Covid-19
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Abstract
The objectives of this research were to study the behavior of private hospital service users in Khon Kaen Municipality and to study personal factors and service marketing mix factors affecting the decision making to use services in private hospital in Khon Kaen Municipality during the pandemic situation of Covid-19. The sample group used in this study was 400 consumers who used service of private hospital in Khon Kaen Municipality during the pandemic situation of Covid-19 using a purposive sampling method.A questionnaire was used as the research instrument. The data was analyzed using frequency, percentage, mean and standard deviation. The hypothesis testing used Independent Sample t-test, One-Way Anova, and Multiple Regression Analysis. The results of the study revealed that 1) behavior of service users of private hospitals in Khon Kaen Municipality most of them are outpatients (OPD) which the purpose of using this service is for the rapid treatment. The consumers usually use the service between 6:01 pm - 12:00 am and 6:01 am-12:00 pm. The most service departments were the Internal Medicine/General Department, and Emergency Department which the service usage frequency is less than 4 times/year, and use the cumulative service less than 1 year to 5 years. Besides, most of the consumers make a self-decision to use the service, and family/relatives also influenced a decision making. However, most of the service users paid not less than or equal 10,000 baht to 30,000 baht. 2) The personal factors of gender, age, education and salary affected the decision making to use service of private hospital in Khon Kaen Municipality during the pandemic situation of Covid-19 significantly different at the .05 level. And 3) service marketing mix factors of product, price, place, promotion, process, physical evidence, and productivity and quality affected the decision making to use service of private hospital in Khon Kaen Municipality during the pandemic situation of Covid-19 significantly different at the .05 level. The private hospital in Khon Kaen Municipality can bring the results of this study to use as the information for planning and developing a service marketing strategy to meet the desires and expectations of the service users to choose to use service in private hospital more and more. In addition, the results can help developing human resources in the medical field and related in private hospitals to be more efficient.
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