MARKETING MIX (7Ps) AND SERVICE FACTORS AFFECTING TO THE SATISFACTION OF PATIENTS OF HUACHIEW TRADITIONAL CHINESE MEDICINE CLINIC IN BANGKOK

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Ritjet Rinkaewkan

Abstract

            This research investigated the Marketing Mix (7Ps) and Service Factors affecting the satisfaction of patients of the Huachiew Traditional Chinese Medicine (HTCM) Clinic in Bangkok. There were two objectives: 1) To explore how the Marketing Mix (7Ps) had an effect on patients’ satisfaction with the HTCM Clinic in Bangkok; and 2) To explore how the Service Factors had an effect on patients’ satisfaction with the HTCM Clinic. A questionnaire was administered to a sample of 400 clinic users. The two statistical methods used for data analysis were descriptive statistics, including frequency, percentage, mean and standard deviation, and the inferential statistics of t-test, one-way ANOVA and multiple regression analysis. The results showed that the Marketing Mix (7Ps) had an effect on patient satisfaction and the six of the 7P Factors, namely product, price, promotion, people, physical evidence and process, had a significant positive influence on patient satisfaction. Only one factor, Place, did not reach the statistical significance level of .05. Overall, the Marketing Mix (7Ps) predicted 48 percent of the changes of patients’ satisfaction. The results also showed that Service Factors had an effect on patients satisfaction, with two Service Factors, namely personality and training, having a significant positive influence on patients’ satisfaction. Only one Service Factor, customer relationships, did not reach the statistical significance level of .05. As well, service factors predicted 58 percent of the changes of satisfaction. In conclusion, this study demonstrated that Service Factors had more impact on patients’ satisfaction than the Marketing Mix (7Ps). However, both factors are important. If the business brings both factors together, it will have much more long-term benefit for the TCM Clinic.

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References

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