Causal Relationship Affecting Performance Model of Private Hospitals in Thailand
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Abstract
The purposes of this research was (1) to survey general information, size and type of private hospitals in Thailand (2) to study total service quality, market orientation, marketing innovation towards performance of private hospitals. (3) to analyze the causal of total service quality, market orientation, Marketing innovation towards performance of private hospitals. Samples consisted of executive officer of private hospitals in Thailand. Sampling was done of 885 people. The anonymous questionnaires of sixty-four items of five-point Likert scale. The data received were calculated and analyzed using descriptive statistics (frequency, percentage, mean and standard deviation). The path analysis was used to test the hypotheses. The Structural equation modeling: SEM was used to test performance of private hospitals model
The results of the study showed that (1) most samples are manage small private hospital size with 10 – 100 beds and private hospitals of treatment of common diseases (2) total service quality, market orientation and marketing innovation direct and indirect to performance of private hospitals. Model of total service quality, market orientation, marketing innovation towards performance of private hospitals.
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