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

Authors

  • ศิริวรรณ อุดมเวชภัณฑ์
  • ชุติมาวดี ทองจีน

Keywords:

Media Exposure, Service Marketing Mix, Service Quality, Decision Making to Use Service, Large Private Hospital

Abstract

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.

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Published

2019-09-04

How to Cite

อุดมเวชภัณฑ์ ศ., & ทองจีน ช. (2019). Media Exposure, Service Marketing Mix, and Service Quality Affect to Decision Making to Use Service of Large Private Hospital in Nonthaburi Province. Research and Development Journal Suan Sunandha Rajabhat University, 8(2), 110. Retrieved from https://so05.tci-thaijo.org/index.php/irdssru/article/view/214477