ส่วนประสมการตลาดบริการในการเลือกสถานบริการกายภาพบำบัดเอกชนในอำเภอเมืองเชียงใหม่

Abstract

The study of selecting private physical therapy clinics in Mueang Chiang Mai district. This study consists of 385 sample selected from customer in 27 private clinics in Mueang Chiang Mai district within I year. The survey study used questionnaires by convenience sampling as the data gathering instrument. The statistics were used for the data analysis comprising frequency distribution, percentage and mean, as well as inferential statistics namely Independent Simple t-test and One-way ANOVA. Most of the respondents were male, age between 31 - 40 years old, and have been married. Their highest education is a bachelor's degree. Most of them are business employees and have average monthly income between 15,000 - 30,000 baht. The most medical claims are self-payment and the most reason to use the service are convenience. The overall mean of service marketing mix to use the service are at high level. The study found that the services marketing mix affecting selection of private physical therapy clinics in a highest level was people factor, a high level were 4 factors: price, product, physical evidence and presentation and process. However, the two factors: place and promotion were in a moderation level. When analyzing the data based on the differences in gender and age, it was found that service marketing mix influenced their decision making diflerently in some of the sub-factors at the significance level of 0.05.