Main Article Content
The purpose of this research is to 1) explore the general conditions of personal factors, alternative COVID-19 vaccine service marketing mix, and service quality of private hospitals and the decision to reserve vaccine among working adults living in Bangkok and 2) uncover the causal relationship between demographics, COVID-19 vaccine service marketing mix (7Ps), and service quality with the decision to reserve vaccine. Quantitative research was conducted. The data was collected via questionnaires from 400 samples of working adults living in Bangkok, selected by purposing sampling method. The data was then analyzed with descriptive statistics such as frequency, percentage, mean and standard deviation. The inferential statistics was used to test hypothesis with one-way ANOVA and multiple linear regression. The study revealed that 1) working adults living in Bangkok who reserved alternative COVID-19 are female aged 20-30 years old with higher education than Bachelor’s degree, working in private enterprises with more than 100,001-baht income per month, and mostly reserving Moderna vaccine and 2) the educational level, and the process, product, and people elements of service marketing mix as well as the reliability and empathy elements of service quality significantly influences the reserving decision for alternative COVID-19 vaccine among working adults living in Bangkok.
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Bangkokbiznews. (2021, June 17). Vaccine Market Expanded Due to COVID-19. Bangkokbiznews. https://www.bangkokbiznews.com/news/detail/943918
Boontho, J. (2022). Factors Associated with the Decision to Receive COVID-19 Vaccination Among Patients with Chronic Diseases at Somdejprabuddhalertla Hospital, Samutsongkhram Province, Thailand. Disease Control Journal, 48(1), 22-32.
Boone, L. E., & Kurtz, D. L. (2019). Contemporary Marketing (18th ed.). Cengage Learning.
Department of Disease Control, Ministry of Health (2021). The Situation of COVID-19, Health Standard, and Obstacles in Controlling Disease Among Travelers. Department of Disease Control. https://ddc.moph.go.th/uploads/ckeditor2//files/1)%20วิเคราะห์สถานการณ์% 20covid%20(15%20มค64cp).pdf
Department of Disease Control, Ministry of Health (2022). The Daily Updated Situation of COVID-19 Infection. Department of Disease Control. https://ddc.moph.go.th/covid19-dashboard/
Hoyer, W.D., & Macinnis, D.J. (2010). Consumer Behavior (5th ed.). Cengage Learning.
Issarasongkhram, M. (2021). The Relation Between the Factors of Motivations to COVID-19 Prevention and Access to Vaccination Service Among Elderly People. The Office of Disease Prevention and Control 10th Journal, 19(2), 56-67. https://he02.tci-thaijo.org/index.php /odpc10ubon/article/view/254683/173898
Kajhonlit, B., & Panthuraamphorn, B. (2021). Factors Affecting the Decision Making on COVID-19 Vaccination Among Population in Samutprakarn Province. Ramkhamhaeng University. https://mmm.ru.ac.th/MMM/IS/sun18/6214070058.pdf
Kamolpiyapat, S. (2013). The Decision Making to Use Service of Private Hospital in Bangkok[Master’s Thesis, Bangkok University].
Kerin, R. A., & Hartley, S. W. (2020). Marketing The Core (8th ed.). McGraw-Hill.
Kerin, R. A., & Hartley, S. W. (2021). Marketing (15th ed.). McGraw-Hill.
Khanthong, N., Saengsawang, K, Srikammul, S. & Rodkaew, M. (2021). The Participation in Vaccination to Prevent the Spread of COVID-19 of Students Mahamakut Buddhist University Mahavajiralongkornrajavidyalaya Campus, Wang Noi District, Phara Nakhon Si Ayutthaya Province. Journal of Nisitwang, 23(1), 30-38.
Kittilap, R., Watakit, U., & Nilpong, R. (2020). Factors Influencing the Selection of Beauty Clinic Services in the mueang district Khon Kaen Province. Journal of Buddhist Education and Research (JBER), 6(1), 1-15.
Kotler, P., Armstrong, G., Harris, L.C., & He, H. (2020). Principles of Marketing (8th European ed.). Pearson.
Kuphadist, J., & Yenyuak, C. (2020). Consumer Behavior and Service Marketing Mix Factors Affecting Decision Making for Using Beauty Clinic Service in Bangkok. Rajapak Journal, 14(34), 111-124.
Laotha, P., Loylitwutthikrai, C., & Meetawornkul, S. (2019). The Marketing Mix That Affects the Selection of Private Hospital Services of The Inpatients in Samut Prakan Province. Journal of Humanities and Social Sciences Nakhon Phanom University, 9(1), 9-17.
Mothersbaugh, D. L., Hawkins, D. I., & Kleiser, S. B. (2020). Consumer Behavior: Building Marketing Strategy (14th ed.). McGraw-Hill.
Munmak, K., & Kongkiatsawat, K. (2013). The Service Quality for Making Decision to Use Service of Private Hospital in Bangkok Metropolitan Area and Its Vicinity. Journal of Finance, Investment, Marketing and Business Management, 3(1), 256-274.
National Statistical Office. (2020). Labour Statistics. National Statistical Office. http://statbbi.nso.go.th/staticreport/page/sector/th/02.aspx
Panarak, N. (2019). The Influence of Marketing Communication Factors Towards Decision Making of Private Hospital Customer in Mueng District Phuket Province. Journal of Humanities and Social Sciences, Rajapruk University, 5(2), 137-147.
Parasuraman, A., Zeithaml, V., & Berry, L.L. (1990). Delivering Quality Service: Balancing Customer Perceptions and Expectations. Collier Macmillan.
PPTV Online. (2021, September 2). Check Now! Private Hospitals Open Presell for Moderna Vaccine for Additional Round with Limited Quota. PPTV Online. https://www.pptvhd36.com/news/สุขภาพ/155478.
Ravangard, R., Khodadad, A., & Bastani, P. (2020). How Marketing mix (7Ps) Affect the Patients’ Decision of a Hospital: Experience of a Low-income Country. Journal of the Egyptian Public Health Association, 95(25), 1-8. https://doi.org/10.1186/s42506-020-00052-z
Sangthong, K., Taengkliang, B., Tepraksa, N., Chotchara, P., & Nhothong, S. (2020). Factors of Service Quality Affecting the Decision Making to Use Service of Nabon Hospital in Nakhon Si Thammarat. Local Administration Journal, 13(2), 171-184.
Schiffman, L. G., & Wisenblit, J. (2019). Consumer Behavior (12th ed.). Pearson.
Sirikoopta, P., Sirivattanaket, P., & Tongchai, P. (2019). Service Quality in Central Sterile Supply Department of Charoenkrung Pracharak Hospital via SERVQUAL. Journal of Sawan Pracharak Hospital, 15(2), 55-68.
Smitthikrai, C. (2020). Consumer Behavior (8th ed.). Chulalongkorn University.
Solomon, M. R. (2020). Consumer Behavior: Buying, Having, and Being (13th ed.). Pearson.
Sookcharoen, W. (2016). Consumer Behavior (3rd ed.). J.P. Cyberprint.
Sookchom, M. (2014). Relationship Between Service Marketing Mix and Service Usage Behavior of Thai Massage Consumers in Bangkok Metropolitan Hospitals. Siam Academic Review, 14(2), 15-27.
Supapolsiri, K. (2017). Image of the Leading Hospital and Loyalty Among Customers[Master’s Thesis, Chulalongkorn University].
Thamsurat, S., (2011). Service Quality Affecting the Decision to Choose the Private Hospital and Loyalty Towards Private Hospital Branding in Bangkok[Master’s Thesis, Bangkok University].
Udomtummakul, P., Supornpraditchai, T., & Khamrod, S. (2020). Demographic Factors, Psychological Factors, Social Factors and Marketing mix 7Ps Affecting Customer Decision Toward Fitness Center in Bangkok During the Outbreak of COVID-19. Panyapiwat Journal, 12(3), 25-38.
Urait, W. (2019). Quality of Service of Health Care Personnel Affecting the Decision to use Private Hospital Services in Nakhon Sawan Province. Journal of Business Administration and Social Sciences Ramkhamhaeng University, 2(1), 107-119.
Wachara, P., Pensirinapa, N., & Sitakalin, P. (2018). Comparison of Marketing Mix Based on Personal Factors of Out-Patients at Kwai River Christian Hospital in Kanchanaburi Province. Journal of Safety and Health, 11(1), 39-48.
Wirtz, J., & Lovelock, C. (2018). Essential of Services Marketing. Pearson.
Worldometer. (2022). COVID-19 CORONAVIRUS PANDEMIC. https://www.worldometers.info/coronavirus/
Yamane, T. (1976). Statistics: An Introductory Analysis (2nd ed.). Harper and Row.