FACTORS AFFECTING THE DECISION TO USE THE SERVICE OF BANGPAKOK 9 INTERNATIONAL HOSPITAL

Abstract

The purposes of this study were to study the personal factors affecting the decision to use the service of Bangpakok 9 International Hospital and marketing mix factors (7Ps) affecting the decision to use the service of Bangpakok 9 International Hospital. Question naires are used as data collecting method to collect from a sampling group of 400 pa tients who had services at the Bangpakok 9 International Hospital Data is analyzed by data analysis program, and statistics used for analysis are frequency, percentage, mean, standard deviation, t-test, One-Way ANOVA, and Pearson product Moment Correlation. Finding indicated that most of the respondents were male, age more than 41 years old, received a bachelor's degree or equivalent, work as a housewife/ butler, and the average monthly income of 15,001 – 30,000 baht. The overall marketing mix factors (7Ps) was at the most level (mean = 4.62). The overall decision to use the service of Bangpakok 9 International Hospital was at the most level (mean = 4.57). In terms of personal factors; gender, age, educational level, occupation, average monthly income showed no differences in decision to use the service of Bangpakok 9 International Hos pital. In terms of marketing factors; product, price, place, promotion, people, physical evidence, process affecting the decision to use the service of Bangpakok 9 International
Hospital.