การรับรู้ภาพลักษณ์องค์กรของลูกค้าคลินิกเวชกรรมแอ็บโซลูท เฮลธ์

Abstract

This independent study aimed to examine customer perception on corporate image of Absolute Health Regenerative Clinic. Data collection with the focus on approaches of administrative management; medical staff and staff; product and service; management style; activity or social perspective; material; culture; and atmosphere was performed by the online survey distributed to 400 customers of all branches of the studied corporate, according to the quota sampling method. Samples of this study was calculated by Taro Yamane’s sample population calculation formula with 95% of level of confidence. Then, data obtained were analyzed by the statistics: frequency, mean, and standard deviation, and the inferential statistics : one way ANOVA on levels of customer perception towards the corporate image of all 6 nationwide branches of The findings revealed that most respondents were male in the age of 31-40 years old. Their education background was bachelor’s degree and their average monthly income was the amount of 25,001-50,000 Baht. They worked as an employee of a private company and were single. Type of service that they received from the studied corporate was health care service.

In an overview, their perceptions towards all 8 corporate image approaches were rated in very-agree level. The top three approaches with the highest mean values were materials; medical staff and staff; and culture.

Considering on each corporate’s branch, the customers had different corporate image perceptions in all approaches, except in the atmosphere approach.

Considering on customer’s age ranges, the difference on corporate image perception was not observe in almost all approaches, except in administrative management and activity or social perspective approaches.

Considering on ranges of monthly income, the difference on corporate image perception of the Absolute Health Regenerative Clinic’s customers with different ranges of monthly income was not observed in all approaches.