ปัจจัยที่มีผลต่อกระบวนการตัดสินใจของผู้ใช้บริการต่อบริการของ ศูนย์เวลเนส ศูนย์ศรีพัฒน์ คณะแพทยศาสตร์ มหาวิทยาลัยเชียงใหม่

Abstract

This independent study aimed to explore factors affecting the decision-making process of users towards services of Wellness Center, Sriphat Medical Center, Faculty of Medicine, and Chiang Mai University. Questionnaires were used to collect data from 368 customers using the services of the Wellness Center through random sampling by convenience. The characteristics of the consumer group are studied only after defining the people who use the services of the Wellness Center. The data were analyzed using descriptive and inferential statistics such as frequency, percentage, mean, standard deviation and t-test. According to the results of the study, most of the respondents were female and over 40 years old. They applied for the privilege of not having to pay for their medical expenses, worked for a state-owned enterprise, and had an average monthly income of less than 20,001 Thai Baht. The results of a study on the behaviour of service utilization behavior showed that the weight management program was used about twice a month. The top three motivations for using the service are confidence in the cure, expert doctors and innovative technology are available. The results of a study of the decision-making process of wellness centre service users are based on the concepts of Johnston, E. (2016), Kotler, P., & Keller, K. (2016: 194–202). Includes: before service use, during service use, and after service use. In the decision-making process that precedes the use of a service, a problem or need is identified, criteria are sought, and evaluated. It was found that the perception of problems or needs that service users valued most was the hospital's reputation. Compared to other hospitals, they provided this hospital with medical equipment. Before using a service based on the recommendation of family/friends/acquaintances, it is important to find out about the service user base. According to the service users, the most important evaluation criterion is the need for a doctor with experience in treating and diagnosing diseases. In the decision-making process during service utilization, the measure based on the 7P concept of service marketing mix revealed that respondents had the highest opinion on all sub-factors. In the decision-making process after using the service, use intention to use the service again and positive word of mouth from satisfied respondents. They were confident that service users would use the service again and recommend this center to others.