Factors Affecting Decision-Making Process to Use Services of Khonkaen Ram Hospital

Abstract

The objectives of this survey research to study: personal factors; the level of   Marketing Mix Factor of client’s opinions; the level of client’s decisions on choosing service; the personal factors, and the factors Marketing Mix that influence client’s decisions. The population was 34,924 clients per year who visited the Out Patient Department everyday between 08.00 am. and 08.00 pm. 380 clients were as the systematic random sampling. The administrated questionnaires about personal factor, marketing mix factors, and the decisions on choosing service were used as the instrument. The validity was 0.83, and the reliability was 0.97. Mean, percentage, standard deviation and multiple regression were used to analyze the data. This study showed that: (1) Most clients were female 246 averaged aged was 41.14 years, graduated in bachelor degrees or equivalence, was the owner business or doing business, average salary between 10,001-20,000 baht per month, self-pay, the old patient, and most visited the medicine department. (2) The overall of mix marketing factors were in the highest level excepted place and promotion were at the high level. (3) The overall of client’s decisions were in the highest level accepted the area of the information search was in the high level. (4) The personal factors: owner business graduated higher than bachelor degrees and had experiences visit the services are influence client’s decisions. and the factors Marketing Mix: product and services, physical evidence, process price and promotion are influence client’s decisions.