SERVICE QUALITY AND SERVICE MARKETING MIX IN USING HEMODIALYSIS IN GOVERNMENT HOSPITAL, CENTRAL REGION

Abstract

The objective of this research was to study and compare the service quality and marketing mixes of using hemodialysis in government hospital, classified by personal factors. The 400 samples came from multi-stage sampling. They are end-stage renal patients who had used the hemodialysis service in government hospital, central region. The research applied the questionnaire for data collection. The statistics for analysis included frequency, percentage, mean, and standard deviation. The hypothesis testing consisted of t-test, One-way ANOVA, and LSD. According to the study, it was found that samples give priority to the service quality of using hemodialysis in government hospital, for ascending to descending means as follows: responsiveness, empathy, reliability, assurance, and tangibility. Meanwhile, the priority of the marketing mixes using hemodialysis in government hospital, from ascending to descending mean, are as follows: personnel, product, process, physical appearance, price, place, and promotion, respectively. Regarding the hypothesis testing, it was discovered that the users who have the difference personal factors give the different priority to the service quality and marketing mixes of using hemodialysis in government hospital, central region with statistical significance at 0.01 and 0.05.