การตัดสินใจของชาวต่างชาติในการเลือกใช้บริการจากสถานบริการ ทันตกรรมเอกชนในจังหวัดเชียงใหม่

Abstract

The objectives of this study are 1) to study the marketing mix factors Influencing decision in receiving dental treatment from private dental clinic and 2) to study usage behavior of foreign tourists and foreigners residing in Chiang Mai Province. The data collected by using questionnaires. The 400 samples were selected from foreign tourists and foreigners residing in Chiang Mai Province who receiving dental treatment from private dental clinic in Chiang Mai Province. The statistics used to analyze data were descriptive statistic. Independent samples: t-test were used to test the hypothesis.The results of data analysis for this study revealed that most of respondents are female, average age between 41 – 50 years old, almost are married, obtained a bachelor’s degree, being a private employee, a third of the respondents are American citizens. Most have an average monthly income more than 50,000 baht, an average monthly expenditure 10,000 - 20,000 baht and a savings less than 10,000 baht.The behavior of receiving dental services of respondents, most of them received the service from only 1 clinic and received the service 1-3 times. Service selected was found that the tooth extraction service was selected the most, followed by the crowns and teeth whitening, respectively. Mostly select to receive the service in the evening, less than 1 hour and always be in holiday. Mostly of respondents deciding to receive services from the medical website, followed by medical articles or research. The service fee of 500 - 1,000 baht per time was selected mostly.The analysis of the 7P's marketing mix was products, prices, places or locations, promotions, individuals or employees, physical evidence, and processes. The study found that the factors most influencing decision-making levels were product, followed by people or employees. Process, price, physical evidence, place or place and promotion, respectively.The service facility should continually improve its marketing strategy. To expand the target audience due to the ethnicity difference is statistically significant at 0.05 level in terms of physical and presentation, that is, the place decoration is clean and tidy, the atmosphere is conducive to service. Solutions to such problems to give customers confidence in receiving private dental services in Chiang Mai.