Service Innovation Influencing People’s Decisions to Use Services at Subdistrict Health Promoting Hospitals in Nonthaburi Province
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Abstract
The article aimed to: 1) study the level of people’s perceptions toward service innovation at Subdistrict Health Promoting Hospitals in Nonthaburi Province; 2) examine people’s decisions to use services at Subdistrict Health Promoting Hospitals in Nonthaburi Province; and 3) analyze the influence of service innovation in terms of service delivery processes, interactions with service providers, and service technology on people’s decisions to use services at Subdistrict Health Promoting Hospitals in Nonthaburi Province. This study employed a quantitative research approach using service Innovation Theory as the conceptual framework. The research area consisted of Subdistrict Health Promoting Hospitals in Nonthaburi Province. The sample group included 400 people who had previously used services at Subdistrict Health Promoting Hospitals in Nonthaburi Province, selected through purposive sampling. The research instrument was a five-point Likert scale questionnaire consisting of three parts: 1) respondents’ demographic information, 2) perceptions of service innovation, and 3) decisions to use services. Data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as inferential statistics, including Pearson’s correlation analysis and Stepwise Multiple Regression analysis. The research findings revealed that: 1) People’s overall perceptions of service innovation at Subdistrict Health Promoting Hospitals in Nonthaburi Province were at a high level. 2.) People’s decisions to use services at SHPHs in Nonthaburi Province were overall at a high level. Respondents expressed intentions to revisit the services and were willing to recommend the services to others. 3) Service innovation in terms of new service delivery processes and service technology had a positive influence on people’s decisions to use services at a statistical significance level of .05. Together, these variables explained 71 percent of the variance in service usage decisions. The knowledge gained from this research reflects that the development of innovative service processes and the application of modern technology in Subdistrict Health Promoting Hospitals play a significant role in building trust, increasing satisfaction, and encouraging people’s decisions to revisit healthcare services. The findings can be applied as a guideline for improving primary healthcare service systems in a more effective and sustainable manner.
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