ส่วนประสมการตลาดบริการที่มีผลต่อผู้บริโภค ในจังหวัดเชียงรายในการเลือกสถานพยาบาลสัตว์

Abstract

The purpose of this independent study was to study service marketing mix affecting Consumers in Chiang Rai province towards selecting animal hospitals. The data were collected from 420 samples by questionnaires. The questionnaires were collected from 10 customers of 42 animal hospitals in Chiang Rai province by nonprobability sampling method. The data were analyzed by descriptive statistics, via frequency, percentage and mean. Also, more than 2 groups of data were analyzed by inferential statistics: analysis of variance (ANOVA) were tested different average monthly income and animal hospital service expense per time. The different averages were compared by Scheffe’ method. The results of the study revealed that the majority of the respondents were female, aged 21-30, Bachelor’s degree holder, company employee, average monthly income 10,001- 20,000 Bath. The purpose of having pet was to be companion, and got their pets from friends or acquaintances, averaged expense for pet 1000-3000 Bath per month. The purpose to go to animal hospital is to cure disease, get vaccination and get rid of parasite. Mostly they consume the service Monday-Friday. The averaged expense spent into the service per 1 animal was about 201- 400 Bath. The problem regards to consuming service raised from the respondents was the unsuitable treatment expense. They decided to choose the animal clinic with no accommodations. There were service marketing mix factors affected the respondents at the very high level were people and process, while the other factors affected the respondents at the high level were price, physical evidence, place, product, and promotion. The results of the study revealed that the respondents decided top 3 sub factors of product are antiseptic clinical equipment, reliability of animal hospital, and good reputation of animal hospital. In term of price, top 3 sub factors are service expense suitable with treatment quality, service expense reasonable for symptom, and showing clearly service rate. In term of place, top 3 sub factors are animal hospital located nearby their area, located on convenient transportation area, and longer opening period than other animal hospitals. In term of promotion, top 3 sub factors are word of mouth, seasonal discount, and information notice by electronic ways; phones, e-mail, Facebook and Line application. In term of people, top 3 sub factors are the veterinarian give clearly consultation and answers, skill and expertise of veterinarian, and veterinarian and assistant treat pets by gentleness. In term of process, top 3 sub factors are fast service process, paying attention before and after service, and clearly explain about treatment process. In term of physical evidence, top 3 sub factors are clean place and good ventilation, safe and clean service equipment, and enough waiting area. The respondents who have different average monthly income and animal hospital service expense per time had different effect on service marketing mix at 0.05 significant level.