Qualitative Research on the Selection of Traditional Chinese Medicine Services: A Case Study of Ear Leng Heung Store, Damnoen Saduak District, Ratchaburi Province


  • Itthiporn Khumprasert Office of the President, Christian University of Thailand
  • Saovaluk Nutteesri Multidisciplinary College, Christian University
  • Titirat Chantaradara Multidisciplinary College, Christian University


traditional Chinese medicine, service form, service selection factor, Ratchaburi Province, Ear Leng Heung


                 This research aimed to study traditional Chinese medicine service forms and factors in the selection of traditional Chinese medicine services, using Ear Leng Hung Store as a case study. The population used in the study was two service providers and ten customers. The research instrument was a semi-structured interview. The data was analyzed with content from the research. It was found that Ear Leng Heung Store had three forms of health care to provide to customers: 1) dispensing herbal medicine for the customer to take, 2) advice to self-care without having to take the herbs of the shop, and 3) therapy that combines traditional Chinese medicine with other traditional medicines. The factor that made customers select Ear Leng Heung Store was the operation that could make the customers experience the service system according to the SERVQUAL concept, which consisted of the concrete service, the reliability, the responsiveness to the customers, the reassurance to the customers, and the knowledge and understanding toward the customers. The findings from this research indicate that the traditional Chinese medicine service forms and the selection of service are specific to the needs of the customers. Government and non-government agencies are therefore able to use the data obtained from the research as a guideline to formulate health policies and knowledge sources to promote and support public health care as an alternative.


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How to Cite

Khumprasert อ., Nutteesri เ. ., & Chantaradara ฐ. . (2021). Qualitative Research on the Selection of Traditional Chinese Medicine Services: A Case Study of Ear Leng Heung Store, Damnoen Saduak District, Ratchaburi Province. Research and Development Journal Suan Sunandha Rajabhat University, 13(1), 233–245. Retrieved from https://so05.tci-thaijo.org/index.php/irdssru/article/view/249245



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