SERVICES MARKETING MIX FACTORS ON USING THAI TRADITIONAL MEDICINE SERVICE

Abstract

The objectives of this research were 1. to study the services marketing mix factors affecting on Thai Traditional Medicine services using and 2. to compare the services marketing mix factors that affecting on Thai Traditional Medicine services using classified by individual factors. The sample used in this research were 365 patients of Thai Traditional Medicine Clinic at Chiangrai Prachanukroh hospital. The instrument was a questionnaire. Its result of the consistency index analysis from 3 experts was during 0.60 - 1.00 with the reliability of the whole questionnaire equal to 0.95. Statistics used in data analysis were percentage, mean, standard deviation of the mean (S.D.), t-test, One-Way Analysis of Variance (One-Way ANOVA) and Least significant Difference (LSD). The results of 9 services marketing mix factors showed that process factor was affected on Thai Traditional Medicine services using in the highest level. In light of price, place, marketing communication, people, productivity and quality and customer relationship management factors were affected on Thai Traditional Medicine services using in high level. In aspect of physical environment and products factors were affected on Thai Traditional Medicine services using in medium level. In addition, the results of comparison services marketing mix factors that affecting on Thai Traditional Medicine services using classified by individual factors were found that 1) The different gender patients have different services using in product and place factors. 2) The different age patients have different services using in all factors. 3) The different educational patients have different services using in almost factors except prices and place factors. 4) The different occupation patients have different services using in almost factors except staff factor. 5) The different average monthly income patients have different services using in almost factors except place factor. And 6) The different privileged patients have different service using in almost factors except price, productivity and quality management and customer relationship management factors.