Service Marketing Mix Affecting the Satisfaction of Private Hospital service users in Muang District, Nakhon Ratchasima Province

Authors

  • Pakthicha Promjanya Faculty of Business Administration, Vongchavalitkul University
  • Worraya Rojcharapaphaporn Faculty of Business Administration, Vongchavalitkul University

Keywords:

service marketing mix, satisfaction, private hospital

Abstract

This research aims to 1) compare demographic affecting the satisfaction of private hospital users in Mueang District, Nakhon Ratchasima Province, and 2) examine the impact of service marketing mix on user satisfaction at private hospitals in this area. Data were collected via a questionnaire using purposive sampling to select 385 participants. Statistical methods included frequency, percentage, mean, standard deviation, hypothesis testing with t-tests, one-way ANOVA (F-Test), and multiple regression analysis. Hypothesis testing revealed that most respondents were female, aged 31-40, held a bachelor’s degree, were employed in the private sector, had a monthly income of 15,001-35,000 baht, and primarily used health or life insurance benefits. Respondents’ opinions on the service marketing mix were rated as high overall and by specific aspects, as was their overall satisfaction with the service. Further analysis showed that demographic like age, occupation, and type of medical benefits used significantly affected user satisfaction, while gender, education level, and monthly income did not. The service marketing mix in all areas influenced the satisfaction of private hospital users in Mueang District, Nakhon Ratchasima Province, with a predictive efficacy of 57.00% at a statistical significance level of 0.05.

References

Aday, L. A., & Andersen, R. (1978). Development of Indices of Access to Medical Care. Ann Arbor: Health Administration Press.

Airada, K., & Pashatai, C. (2020). Service Quality and Service Marketing Mix Affecting Customer’s Satisfaction of Synphaet Lamlukka Hospital Pathum Thani Province. In Graduate Research Conference (pp. 363-373). Rangsit University.

Budiman, C., & Achmadi, H. (2023). The Effect of Marketing Mix on Patient Satisfaction

and Their Impact on Patient Loyalty in Hospital Inpatients. Journal Manajemen

Kesehatan Indonesia, 11(1), 1-9.

Hair Jr, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2013). A primer on partial least Squares structural equation modeling (PLS-SEM). Sage Publications.

Kasikorn Research Center. (2024). Analysis of the healthcare sector in Thailand. Kasikornbank.

Kotler, P., & Keller, K. L. (2020). Marketing Management (15th ed.). Pearson.

Likert, R. (1967). The Method of Constructing and Attitude Scale, In Attitude Theory and Measurement (P.90-95). Wiley.

Ministry of Public Health. (2023). Public health service usage. Retrieved from https://hdcservice.moph.go.th/hdc/reports/report.php?&cat_id=9d8c311d6336373d40437c4423508cad&id=92a705c26f22754d7462e9f742436b6f#.

Ministry of Public Health. (2024). Health situation report of the Thai population. Ministry of Public Health.

National Economic and Social Development Board. (2024). Thai economic and social development report. National Economic and Social Development Board.

National Health Security Office. (2024). Universal health coverage system operational report. National Health Security Office.

Preechaya, S., & Nattawee, B., (2024). Satisfaction of Users to the Social Security Privileges of Rangsit Medical Hospital, Pathum Thani Province. Journal of Management Science Research, Surindra Rajabhat University, 8(2). 260-274.

Schiffman, L. G., & Kanuk, L. L. (2003). Consumer behavior (8th ed.). Prentice Hall.

United Nations. (2023). Universal Declaration of Human Rights. Retrieved from https://www.un.org/en/about-us/universal-declaration-of-human-rights.

Downloads

Published

2024-12-30

How to Cite

Promjanya, P., & Rojcharapaphaporn, W. (2024). Service Marketing Mix Affecting the Satisfaction of Private Hospital service users in Muang District, Nakhon Ratchasima Province. Journal for Strategy and Enterprise Competitiveness, 3(9), 34–51. retrieved from https://so07.tci-thaijo.org/index.php/STECOJournal/article/view/5792

Issue

Vol. 3 No. 9 (2024): September - December

Section

Research Article

License

Copyright (c) 2024 Journal for Strategy and Enterprise Competitiveness

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

The opinions appearing in the content of articles of Journal for strategy and enterprise competitiveness. It is the opinion and responsibility of the article author. It is not the opinion and responsibility of the Center for strategy and enterprise competitiveness, King Mongkut's University of Technology Thonburi

Articles, information, content and images, etc., in the Journal for strategy and enterprise competitiveness. It is the exclusive copyright of the Center for strategy and enterprise competitiveness, King Mongkut's University of Technology Thonburi. If an individual or entity wants to distribute all or part of the content or for any action must obtain written permission from the Center for Strategy and enterprise Competitiveness, King Mongkut's University of Technology Thonburi.