FACTORS INFLUENCING THE CHOICE OF BUSINESS HOME HEALTH CARE
Keywords:
Marketing mix, Service quality, Home health careAbstract
The main purpose of this research is to study factors influencing the choice of business home health care. For sample in this research, there were 400 people in Bangkok area. The questionnaires were conducted to collect data. The data was analyzed by the structural equation model.
The research results revealed that the majority of sample were female with a range of age between 30-39 years old. They graduated with a bachelor degree, worked in a private company, and earned an average monthly income over 50,000 baht. t From the hypotheses testing, the result found that marketing mix was positively affected service quality. marketing mix and service quality positively affected the decision making to use service of home health care.
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