The Effect of Experiential Marketing, Satisfaction and Word of Mouth Toward Purchase Decision of Medical Equipment for Hospitals in the Northern Region of Thailand
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Abstract
The purpose of this research were 1) to study the importance of experiential marketing, satisfaction, word of mouth, and purchase decisions of medical equipment and 2) to study the effect of experiential marketing, satisfaction, and word of mouth toward purchase decisions to medical equipment for hospitals in the northern region of thailand. It is quantitative research. The sample consisted of 454 participants. The research instrument was a questionnaire, and descriptive statistics were used to calculate percentages, means, and standard deviations, while inferential statistics were applied to analyze structural equation modeling using the ADANCO.
The results showed that all factors were very important. Sorted from most to least, including satisfaction, experiential marketing, purchasing decisions and word of mouth. The result of a structural equations model of experiential marketing had a direct effect on satisfaction, with a path coefficient equal to 0.803, followed by experiential marketing had a direct effect on word of mouth, with a path coefficient equal to 0.728, Word-of-mouth had a direct effect on word of mouth, with a path coefficient equal to 0.508. The experiential marketing had a direct effect on purchasing decisions, with a path coefficient equal to 0.291. The satisfaction had a direct effect on purchasing decisions, with a path coefficient equal to 0.120. Lastly, satisfaction had a direct influence on word of mouth with a path coefficient of 0.030. Therefore, business operators should develop strategies to create satisfaction both before and after service use, in order to impress customers, encourage repeat purchases, and ultimately foster long-term customer loyalty.
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