Service usage Behaviors, and Problem Conditions Influencing Motivations of The Veterinary Teaching Hospital Faculty of Veterinary Science, Prince of Sonngkla University Songkhla Province.

Abstract

This study aimed to examine the problems, service usage behavior, motivation, and investigate the influence of problems on motivation for using services at the Veterinary Teaching Hospital, Faculty of Veterinary Science, Prince of Songkla University. The research surveyed 400 participants aged 20-60 years and above, selected through stratified random sampling from service users. This quantitative research involved data verification, analysis, conclusion, and presentation of findings. The results showed that the majority of respondents were male, aged 20-30 years, held bachelor's degrees, worked as private company or factory employees, earned an average monthly income of 10,000-20,000 baht, and resided in Hat Yai district. Most participants had used the services twice before, primarily in the medicine clinic. The main reason for choosing the hospital was its reputation and image. The sample group showed the highest motivation in terms of value, particularly regarding treatment quality and diagnostic accuracy. They were also motivated by service accessibility, comprehensive facilities, and staff attentiveness. The study found that demographic differences such as age, income, and occupation significantly affected service problems and motivation at a 0.05 statistical significance level, with hospital reputation and image being crucial factors across all occupational groups. Monthly income had no effect on service selection reasons or future service usage intentions. Problems encountered during service usage had a statistically significant positive effect on motivation for choosing the veterinary hospital services at the 0.05 level.