ส่วนประสมการตลาดที่มีผลต่อการตัดสินใจของผู้ป่วยที่ใช้บริการคลินิกเวชกรรมจอมทองรวมแพทย์

Abstract

The purpose of this independent research is to study Marketing Mix Affecting Patient Decision to Use Services of Chom Thong Ruam Phaet Medical Clinic. The study collected data from patients who utilized the services of Chom Thong Ruam Phatthana Medical Clinic from January 1, 2022, to December 31, 2022, totaling 350 individuals. Data was gathered through questionnaires. The study found that the majority of respondents were males aged 31-40 years, holding bachelor's degrees, employed in private companies or as employees, with a monthly income of 10,000 Baht or lower. In terms of behavior, most patients used the services 1-2 times within the past year. The most common health issue for which they sought services was musculoskeletal disorders. State hospitals were the preferred choice. The decision-making was influenced mainly by the clinic's reputation. Most of respondents predominantly chose Chom Thong Ruam Phatthana Medical Clinic. The most important factor in deciding whether to use services is an individual’s judgment. The expense of using the service is borne by the individual/spouse. The expense per visit is less than 500 baht on average. The peak service usage occurred on weekdays from 05:00 p.m. to 08:30 p.m. Recommendations from previous service users, acquaintances, and family significantly influenced their choice. Feelings about the quality of service were at a very satisfactory level. When they need the service again, the respondents will opt to use the same infirmary they previously used.

Regarding the overall importance of marketing components, respondents rated personnel as highly important, followed by products, prices, distribution channels, physical facilities, processes, and marketing promotions ,respectively. Within the personnel category, factors including nurses and doctors' expertise and professionalism were rated the highest. In the products category, trustworthiness of doctors was paramount. When it came to prices, the cost of services, such as injections and saline solutions, being reasonable was crucial. Convenience in accessing services was the most vital factor in the distribution channel category. In the physical facilities category, clinics displaying proper licenses and complying with the law were highly valued. Simple service processes were preferred in the process category. Finally, recommendations from doctors were the most influential in the marketing promotions category.