Service Users’ Perception of Corporate Image and Service Quality of the Outpatient Department at Rajanagarindra Institute of Child Development

Abstract

In this research investigation, the researchers examine the perception of the corporate image and the service quality affecting the users’ service intention at the Outpatient Department, Rajanagarindra Institute of Child Development, Chiang Mai province. A questionnaire was used to collect data from the sample population of 175 new service users of the Outpatient Department using the technique of purposive sampling. Data were analyzed using the descriptive statistics of percentage, mean and standard deviation. The techniques of correlation coefficient and multiple regression analysis were also employed.

            Findings showed that the highest proportion of the service users were females, aged between 31 and 40 years. They had a bachelor’s degree and were self-employed with a monthly income of 20,000-25,000 baht. The perception of the corporate image and the service quality positively correlated with the service intention. The factors with an influence on the users’ service intention at the Outpatient Department under study with the statistically significant level of 0.05 were the four aspects of corporate image: corporate identity; reputation; physical environment; and contact personnel. Two aspects of service quality were reliability or trust and empathy.