Effect of Court type Thai Traditional Massage and Chinese massage (Tui Na) Treatments on Low Back Pain and Influencing Factors on Receiving Medical Service at Thai-Chinese Medical Clinic

Abstract

The objective of this study was to investigate the effect of the court type Thai traditional massage and Chinese massage (Tui-Na) treatments on low back pain and to determine marketing mix factors - product, price, place, and promotion – affecting on the decision of customer to receive medical services at the clinic. Based on a mixed methods research design of a quasi-experimental design and qualitative research, 30 low back pain patients were selected through purposive sampling and assigned into two groups consisting of court type Thai traditional massage treatment (n = 15) and Chinese massage treatment (n = 15). After administering the pain perception questionnaire to both groups, the data of pre-test and post-test were analyzed using statistical package software. The results showed that the perception of low back pain both Thai and Chinese treatments decreased significantly (p<0.001). Overall satisfaction of the medical service was in the highest level. In addition, the study on marketing mix factors affecting on the decision of customer to receive medical services were also determined using qualitative research through in-depth interviews with descriptive content analysis. Decision of customers was related on marketing mix factors particularly an achievement from treatments with a reasonable price. Convenient transportation, easy to find, with parking are also satisfied for customers. Moreover, brochures presenting all sample products and services of clinic were recommended. This research indicated the customers’ satisfaction of medical service and mix marketing are the most important leading to the development of clinical work.