THE DEVELOPMENT OF SERVICE EXPERIENCE DESIGN FOR WELLNESS BUSINESS: A CASE STUDY IN HEALTH CHECKUP SERVICE OF MAE FAH LUANG UNIVERSITY MEDICAL CENTER HOSPITAL, THAILAND

Abstract

The purpose of this study is to investigate 1. service experience of customer 2. service quality perception and 3. customer loyalty from using health checkup service at Mae Fah Luang University Medical Center Hospital. It’s a quantitative research that collected data using a questionnaire from 400 health checkup user at Mae Fah Luang University Medical Center Hospital. The data was analyzed using multivariate analysis. The result of the study showed that 60.50 percent of the sample was female, 31.25 percent were between the ages of 31–40, 44.50 percent worked in government/government companies, 24.25 percent earned between 20,001–25,000 baht per month, and 78.00 percent had a health checkup once a year. The service experience at very high level (= 4.36). The service quality perception at very high level (= 4.40). The wellness business loyalty at very high level (= 4.38). Furthermore, the study found that there were differences in the experience service, service quality perception resulted in the distinct levels of the wellness business loyalty service
(p-value < 0.001); thus, good service experience should be promoted and service quality continuously improved in order to maintain the loyalty of service user.