กลยุทธ์การตลาดบริการของศูนย์การแพทย์แผนไทยและการแพทย์ทางเลือก

Abstract

PURPOSES: To analyse direct and indirect effects of service marketing mix, customer relationship marketing, and perceived service quality on customer loyalty, and to propose service marketing strategies model of Thai traditional medicine and alternative medicine centres of private hospitals in Thailand. METHODS: A sample survey research method. Research samples consisted of 600 customers of Thai traditional medicine and alternative medicine centres of private hospitals.  Data were collected by self–administered questionnaires. The principle technique for data analysis was structural equation modeling. RESULTS: Service marketing mix variables indirectly affected customer loyalty of private hospitals through perceived service quality. Customer relationship management variable directly affected the customer loyalty of private hospitals. The most important components of service marketing mix were price and outlays. Customer relationship management focused on value added and perceived service quality resulted in customer loyalty and satisfaction. CONCLUSIONS: Service marketing strategies model of Thai traditional and alternative medicine centres of private hospital in Thailand consisted of marketing mix strategies, customer relationship management, perceived service quality and customer loyalty.