ส่วนประสมการตลาดบริการที่มีผลต่อผู้รับบริการในการใช้บริการ ของแผนกตรวจสุขภาพ โรงพยาบาลเชียงใหม่ ราม

Abstract

This independent study aimed to investigate service marketing mix affecting customers in using service at the Health Check-Up Department, Chiangmai Ram Hospital. Data were specifically collected from 400 Thai customers and data analysis was conducted by the descriptive statistics, including frequency, percentage, and mean. The findings presented that most respondents were female in the age of 31-40 years old and married. Their education background was bachelor’s degree. They worked as employee of private company, earned income at the amount of 15,001-25,000 Baht and resided in Mueang district, Chiang Mai province. They had used services, especially the annual health check-up program, at the Health Check-Up Department for less than a year. The respondents satisfied with doctors, nurses, and staff of the Chiangmai Ram hospital and intended to continue using services at the studied hospital. The marketing mix factors affecting the respondents in using services at the Health Check-Up Department, Chiangmai Ram hospital were ranked in descending order according to mean values as follows: physical evidence and presentation, people, process, service, place and promotion: of which the mean values were equally rated, and price. The sub-factors affecting the respondents in using services at the studied hospital at the highest level were ranked in descending order according to mean values as follows: to have modern and sufficient number of medical devices and equipment, the hygiene of medical devices and equipment, the clear information of health check-up service costs, the clean and large area of the building, to have knowledgeable and skillful doctors to provide medical treatment services as well as to offer clear explanation on service process to the customers (of which the mean values were equally rated), the completion of health check-up services and the quality certification that the hospital had been accredited (of which the mean values were equally rated), the sufficient number of waiting area, and the fame and image of the hospital.