ส่วนประสมการตลาดบริการที่มีผลต่อผู้ตัดสินใจในการเลือกสถานบริการผู้ป่วยโรคอัมพฤกษ์อัมพาตเรื้อรังในจังหวัดเชียงใหม่

Abstract

The object of this research was to study marketing mix factors affecting decision makers towards selecting nursing homes for chronic stroke patients in Chiang Mai District. The data was collected from 200 authorized persons in making decision—in some cases the patients themselves or if the patients are not conscious, their caretaker or an authorized person. The samples was randomly selected. The tool to collect the data was a self-administered questionnaire, which included general personal information, questionnaire respondents’ behaviors, factors affecting decision making, and the respondents’ suggestions and opinions. The data was analysed using frequency, percentage, mean, One Way ANOVA, and multiple comparison. From the study it was found that most patients were dependent to their caretaker at the scores of 50-70. Most questionnaire respondents were caretakers/authorized persons, 31-40 years old, married, with Bachelor’s degree or equivalent. They were freelance employees, with salary of 10,001-20,000 baht per month. They lived in Chiang Mai. For their behaviors towards the service, the patients or authorised persons used health insurance. Most obtained information about nursing homes for chronic stroke patients from relatives, siblings, and friends. They had never used the service at other nursing homes. They wanted day care occasionally. The period of service use was less than 1 month. They brought the patients to a nursing home for chronic stroke patients because there were medical specialist. From the study of marketing mix, it was found that the questionnaire respondents ranked the overall factors at the high level, in the following order: personnel/medical staff, type of product/service, place, physical appearance, process, marketing promotion and price. From the study of the relationship between free factors and marketing mix, the study results showed that patients with different level of dependency showed different opinions towards type of product/service and process at the statistically significance level of 0.05. Authorised persons with different income had different opinions towards type of product/service, price, marketing promotion, physical appearance, and process at the statistically significance level of 0.05.