ความพึงพอใจของลูกค้าต่อส่วนประสมการตลาดบริการ ของศูนย์บริการเทคนิคการแพทย์คลินิก คณะเทคนิคการแพทย์ มหาวิทยาลัยเชียงใหม่

Abstract

This independent study aimed at exploring Customer Satisfaction Towards Service Marketing Mix of AMS Clinical Service Center, Faculty of Associated Medical Sciences, Chiang Mai University. Data collection was compiled from the distribution of questionnaires to 400 Walk-in customers. The given data were analyzed by applying descriptive statistics composing of frequency, percentage, mean and standard deviation and inferential statistics ; t-test, ANOVA and Importance-Performance Analysis (IPA) technique. In the study’s findings, most customers lived in Chiang Mai, were female, aged between 41 to 60 years old, married and graduated with Bachelor’s Degree. They were employees of the government whose monthly incomes were between 10,000 to 30,000 baht. They knew about this service via word of mouth, Most of customers were the existing customers and had the government rights. Most of them used this service from Sriphat Medical Center for treatment or follow up. All of them will recommended the AMS Clinical Center to another people. In this study, the total mean and sequence of importance and satisfaction of Marketing Mix:7Ps showed importance score was 4.24 from 5 and satisfaction score was 4.13 from 5. Both importance and satisfaction of Marketing Mix:7Ps have the first favorable in People while Price and Promotion were the last. Then the gap analysis of the mean was analyzed, it showed that the importance score is higher than the satisfaction score in all factors of the Marketing Mix:7Ps. Promotion has the biggest gap and Price has the smallest gap. Classify Quadrant was analyzed from the mean importance score at 4.24 and the mean satisfaction score at 4.13. We found that the most of factors in marketing mix were in Quadrant B (Keep up the good work), these features were important to customers and had a good response such as consistant of Product , Place, People, Process and Physical Evidence and Presentation. Price and Promotion were in Quadrant C (Low Priority) which less important to customers, therefore the improvement plan could be done later . Gap analyse of the mean in minor factors showed, importance score was higher than satisfaction score in the most of the minor factors of Marketing Mix:7Ps , except Price factor (gap = -0.03) ). The Price factor has satisfaction score higher than importance score because customers be able to pay for the service by several routes.Then the IPA was used to analyze, it showed that Price factor fit in Quadrant A, the most of the minor factors were in Quadrant B and some factors were in Quadrant C. The analysis of testing in different in gender, age, occupation and income at 95% confidence. It showed that difference in gender, age and occupation have effect in importance and satisfaction. However, with incomes, there was a difference in satisfaction only.