ส่วนประสมการตลาดบริการที่ส่งผลต่อความภักดีของลูกค้าต่อการใช้บริการสถานบริการแพทย์แผนไทยในกรุงเทพมหานครและปริมณฑล

Abstract

This study aimed to 1) investigate service marketing mix affecting customer loyalty towards services at the Thai traditional medicine service centers, and 2) examine level of customer loyalty towards using services at the Thai traditional medicine service centers in Bangkok metropolitan region. The study was conducted by the comparison of data which were classified by the personal factor. Population was specified, according to convenient sampling method, to 200 customers of the certified Thai traditional medicine (medical) service centers with the Medical Facility Performance License for Thai Traditional Medicine or Applied Thai Traditional Medicine in Bangkok metropolitan region. Questionnaires were used as the tool to collect data. Data obtained were, then, analyzed by the descriptive statistics i.e frequency, percentage, mean, and standard deviation; the Pearson Product Moment Correlation; the t-test for independent samples; and the One-way ANOVA. The findings showed that most samples were female in the age range of 31-40 years old and earned monthly income at 10,001-30,000 Baht in average. Their education background was the bachelor’s degree, and their marital status was married. They worked as an employee for a private company. They were pleased to use Thai traditional medicine services in combination with the conventional medical treatments to heal and remedy their illnesses. They generally came to use the services on weekend or on public holiday at the frequency of less than once in a month. They used the services at the certain center because they impressed with its services and convenient facilities. Person influencing their decision making was relative or family member. According to the study on level of customer loyalty towards using services at the Thai traditional medicine service centers, the results indicated that the word-of-mouth and the purchasing intention approaches were rated at high level, while the price sensitivity and the consumer complaint behavior approaches were rated at moderate level. The findings also revealed that the service marketing mix factors correlated to the customer loyalty towards using services at the Thai traditional medicine service centers. According to the comparison of customer loyalty towards using services at the Thai traditional medicine service centers between different groups of samples, as classified by the personal factor: gender, age, education background, career, average monthly income, and marital status, the results suggested that at the statistical significance, the difference among these groups were not observed.