7Cs marketing mix factors in a dental school comprehensive care clinic: A confirmatory factor analysis

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Watcharin Chongkonsatit
Nantanut Wongsinphaibon
Airin Kurupakorn
Kotchakorn Urairoekkun
Kanjanaporn Noimanee


Patient retention at dental school clinics is essential to provide a patient care continuum and dental education. Service marketing mix factors are marketing tools for understanding and planning to meet patients' needs and expectations.

Objectives: To analyze the marketing mix factors related to patients' expectations of dental school comprehensive treatment.

Materials and Methods: Three-hundred patients in a dental school comprehensive-care clinic were enrolled. The data was collected using self-administered questionnaires. Descriptive statistics were used to analyze the demographic and receiving dental treatment data, and the 7Cs marketing mix factors related to patients' expectations of a dental school comprehensive-care clinic. The independent t-test was used to determine significant differences between walk-in and appointed patients. A confirmatory factor analysis (CFA) was performed to validate the 7Cs marketing mix factors.

Results and Discussion: There were 183 walk-in patients and 117 appointed patients. The overall and individual items of the 7Cs marketing mix were crucial expectation factors. C5-Caring was the most crucial factor, followed by C1-Customer value, and C7-Completion. There were no significant differences in these factors between the walk-in and appointed patients. The following indices supported the CFA model of the 7Cs marketing mix factors: Chi-square goodness of fit=595.793 (p<0.001), GFI=0.907, CFI=0.931, TLI=0.914, RMSEA=0.092, and SRMR=0.039.

Conclusion: All 7Cs marketing mix factors were associated with the patients' expectations of dental school comprehensive treatment. C5-Caring, C1-Customer value, and C7-Completion were the most critical factors. The 7Cs marketing mix factors model is a valuable tool for assessing patients' perceptions of dental students providing comprehensive treatment.


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Chongkonsatit W, Wongsinphaibon N, Kurupakorn A, Urairoekkun K, Noimanee K. 7Cs marketing mix factors in a dental school comprehensive care clinic: A confirmatory factor analysis. M Dent J [Internet]. 2022 Mar. 23 [cited 2023 Dec. 11];42(1):13-24. Available from: https://he02.tci-thaijo.org/index.php/mdentjournal/article/view/253769
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