Media Exposure, Service Marketing Mix, and Service Quality Affect to Decision Making to Use Service of Large Private Hospital in Nonthaburi Province

          The objective of this quantitative research is to study factors affecting thedecision making to use service of large private hospital in Nonthaburi province.Thesamples were select from 400 customers of large private hospital in Nonthaburiprovinceusing convenience sampling method. The statistics used for the data analysis comprising of frequency distribution, percentage, mean, standard deviation, andmultiple regression analysis. The results show that media exposure, service marketingmix, and decision making to use service are at high levelwhile service quality is at thehighest level. From the hypotheses testing, the results found that service marketing mix and service quality influenced the decision making to use service of large privatehospital in Nonthaburi province at the statistically significant level of 0.05.

Credit :  ศิริวรรณ อุดมเวชภัณฑ์ // ชุติมาวดี ทองจีน

https://so05.tci-thaijo.org/index.php/irdssru/article/view/214477