Comparison of Attitudes in Service Marketing Mix Factor and Innovation: A Case Study of Hospitals Under Ministry of Public Health and Royal Thai Army Hospital
Article Sidebar
Main Article Content
Abstract
The comparison of attitudes in the service marketing mix factor and innovation: The case study of the hospital under the Ministry of Public Health and the Royal Thai Army hospital has the main objective to study attitudes in the service marketing mix factor and innovation and the medical users’ satisfactions of the hospital under the Ministry of Public Health and the Royal Thai Army hospital. This study used quota sampling and the questionnaire survey to collect data from 450 people. The result showed the different attitude in the service marketing mix factors and innovations between the hospital under the Ministry of Public Health and the Royal Thai Army hospital at a significant level of 0.05 in product, price, place, physical evidence, process, product innovation and process innovation. Moreover, the sample showed the different satisfaction at a significant level of 0.05 in cooperation, process, advice and counseling. The results of this research are expected to create knowledge from a mutual learning between the hospital under the Ministry of Public Health and the Royal Thai Army hospital to achieve the best practice in the future.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
The Editorial Board claims a right to review and correct all articles submitted for publishing
References
Arkhipova, M. and V. Rogovchenko. 2021. Impact of healthcare innovation on the population’s well-being in Russia. Journal of Physics: Conference Series 1784: 012006, doi: 10.1088/1742-6596/1784/1/012006.
Bakti, I. G. M. Y., T. Rakhmawati, S. Sumaedi, T. Widianti, M. Yarmen and N.J. Astrini. 2020. Public transport users’ WOM: An integration model of the theory of planned behavior, customer satisfaction theory, and personal norm theory. Transportation Research Procedia 48: 3365–3379.
Bird, M., M. McGillion, E. M. Chambers, J. Dix, C. J. Fajardo, M. Gilmour, K. Levesque, A. Lim, S. Mierdel, C. Ouellette, A. N. Polanski, S. V. Reaume, C. A. Whitmore and N. Carter. 2021. A generative co-design framework for healthcare innovation: Development and application an end-user engagement framework. Research Involvement and Engagement 7(12), doi: 10.1186/s40900-021-00252-7.
Collins, J. M. and M. K. Dempsey. 2019. Healthcare innovation methodology: codifying the process of translating knowledge into better healthcare products, services, and procedures. Current Opinion in Biomedical Engineering 11: 16-21.
Dobrzykowski, D. D., S. K. Callaway and M. A. Vonderembse. 2015. Examining pathways from innovation orientation to patient satisfaction: A relational view of healthcare delivery. Decision Sciences 46(5): 863-899.
Fongkerd, S., S. Sinsuesatkul and S. Tantalanukul. 2020. Innovative proactive health services: The role of community nurse practitioners in response to Thailand 4.0. Nursing Journal of the Ministry Public Health 30(2): 10-22. (in Thai)
Grimaz, S., E. Ruzzene and F. Zorzini. 2021. Situational assessment of hospital facilities for modernization purposes and resilience improvement. International Journal of Disaster Risk Reduction 66: 102594, doi.org/10.101/j.ijdrr.2021.102594.
Habidin, N. F., N. A. Khaidir, N. A. Shazali, N. Ali and N. H. Jamaludin. 2015. The development of process innovation and organisational performance in Malaysian healthcare industry. International Journal of Business Innovation and Research 9(2): 148-162.
Halfmann, S. S. G., N. Evangelatos, E. M. Kweyu, C. DeVilliers, K. Steinhausen, A. V. D. Merwe and A. Brand. 2019. The creation and management of innovations in healthcare and ICT: The European and African experience. Public Health Genomics 21: 197–206.
Holden, R. J., M. A. Boustani and J. Azar. 2021. Agile innovation to transform healthcare: Innovating in complex adaptive systems is an everyday process, not a light bulb event. BMJ Innovations 7(2): 499-505.
Kanjanawasri, S. 2013. Classical Test Theory. 7nd ed. Chulalongkorn University Printing House, Bangkok. 301 p. (in Thai)
Khodadad-Saryazdi, A. 2021. Exploring the telemedicine implementation challenges through the process innovation approach: A case study research in the French healthcare sector. Technovation 107: 102273, doi:10.1016/j.technovation.2021.102273.
Kus, K., T. Arlinghaus, P. Kajuter and F. Teuteberg. 2021. Success factors of case management software supporting healthcare patient services - A user-driven perspective. (Online). Available:https: //aisel.aisnet.org/amcis2021/healthcare_it/sig_health/22/ (December 3, 2021).
Masena, P. and P. Nantiyakul. 2014. The administration of hospital service quality in the Ministry of Public Health. EAU Heritage Journal 4(1): 88-101. (in Thai)
Morales-Contreras, M. F., P. Chana-Valero, M. F. Suarez-Barraza, A S. Diaz and E. G. Garcia. 2020. Applying lean in process innovation in healthcare: The case of hip fracture. International Journal of Environmental Research and Public Health 17(15): 5273, doi: 10.3390/ijerph17155273.
Omachonu, V. K and N. G. Einspruch. 2010. Innovation in healthcare delivery systems: A conceptual framework. The Innovation Journal: The Public Sector Innovation Journal 15(1): 2-20.
Panpinit, S. 2006. Research Techniques in Social Science. 2nd ed. Wittayapat, Bangkok. 504 p. (in Thai)
Proksch, D., J. Busch-Casler, M. M. Haberstroh and A. Pinkwart. 2019. National health innovation systems: Clustering the OECD countries by innovative output in healthcare using a multi-indicator approach. Research Policy 48(1): 169-179.
Ravangard, R., A. Khodadad and P. Bastani. 2020. How marketing mix (7Ps) affect the patients’ selection of a hospital: experience of a low-income country. Journal of the Egyptian Public Health Association 95(25): 1-8.
Saenprasarn, P., C. Sukkawarn, N. Pitsachat, J. Prommobol, W. Wanichpunchaphol and U. Chooha. 2017. The study of the factors related with ethical decision-making on nursing risk in clinical practical of army nursing staff. Journal of the Royal Thai Army Nurses 18(3): 201-208. (in Thai)
Teerasantikul, P., K. Rithmun, Y. Kim, N. Chaiyai, A. Arrahimee and K. Janyam 2022. Training of people with disabilities: New presentation through innovative leadership. Journal of Community Development and Life Quality 10(1): 106-116. (in Thai)
Wen, J., P. Deng, Q. Fu and C. Chang. 2022. Does health innovation relieve disease burden? The comprehensive evidence. Technological Forecasting and Social Change 174(11): 121202, doi: 10.1016/j.techfore.2021.121202.
