การบริหารประสบการณ์ลูกค้าของโรงพยาบาลกรุงเทพ
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Abstract
The purposes of this research were : 1) to study the customer experience management strategy of BANGKOK HOSPITAL, 2) to examine consumers” attitude toward the customer experience management strategy of BANGKOK HOSPITAL, and 3) to examine consumers” behavior on the service of BANGKOK HOSPITAL. In this research, the qualitative and quantitative methods were employed. First, an in-depth interview with two BANGKOK HOSPITAL directors was conducted. Then, self- administered survey was conducted with 200 BANGKOK HOSPITAL's customers, aged 25-60 years old, visited the hospital as out-patients at least 3 times during the past 3 years and/or in-patient.
The qualitative results revealed that BANGKOK HOSPITAL has used customer experience management strategy to generate consumer satisfaction. In other Words, consumers could obtain experiences through five strategy experiential modules consisting of SENSE, FEEL, THINK, ACT, and RELATE. All of these modules effectively achieved the hospital's goal. Furthermore, the survey results shown that customer's attitude toward customer experience management of BANGKOK HOSPITAL was significantly and positively related to their behavior.
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References
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