Service Marketing Mix Factors Affecting Service Decisions Making, Hemodialysis Clinic Service, Lard Phrao District, Bangkok

Abstract

This research aimed to study 1) The Service Marketing Mix Factors of hemodialysis clinic services in LardPhrao District, Bangkok. 2) Choosing Service Decision Making of hemodialysis clinic services in LardPhrao District, Bangkok. 3) The Service Marketing Mix Factors that affecting to choose Service Decision Making of hemodialysis clinic services in LardPhrao District, Bangkok, by using a questionnaire as a tool to collect the data and check the correctness of the tools from Expert. The confidence level of Cronbach’s Alpha Analysis Test was 0.87.The sample size consisted of 482 service recipients who were received a service from hemodialysis clinic services in LardPhrao District, Bangkok. Data were analyzed by descriptive statistics consisting of frequency, percentage, mean, standard deviation. And inferential statistics such as multiple regression analysis.

The results showed that most of the service recipients were male. Age between 50 - 59 years. Most of their education level is lower than a bachelor's degree. They mostly have a private business that generate monthly income between 10,001 – 20,000 baht. 1) The Service Marketing Mix Factors of hemodialysis clinic services in LardPhrao District, Bangkok. Testing results showed Overall, it is at a high level. When considering each aspect, it was found that the aspect with the highest average was the price aspect at the highest level followed by the products and services aspect same as the process aspect at a high level. The aspect with the lowest average was the marketing promotion aspect at a low level. 2) Choosing Service Decision Making of hemodialysis clinic services in LardPhrao District, Bangkok were found that the decision to use the service is at a high level When considering each aspect, it was found that the aspect with the highest average was the perception of need, followed by the evaluation of alternatives and the behavior after using the service. The aspect with the lowest average was the search for information aspect. 3) The Service Marketing Mix Factors that affecting to choose Service Decision Making of hemodialysis clinic services in LardPhrao District, Bangkok were found that the service marketing mix factors of the products and services, location, people, and processing aspect had a statistically significant effect on Choosing Service Decision Making of hemodialysis clinic services in LardPhrao District, Bangkok at the .05 level.