ส่วนประสมการตลาดบริการที่มีผลต่อลูกค้าในการเลือกคลินิกทันตกรรมเอกชนในอำเภอเมืองเชียงใหม่

Abstract

The purposes of this research is to study service marketing mix affecting customers towards choosing private dental clinics in Mueang Chiang Mai district by distributing online survey to the patients amount of 390 peoples. This survey used sampling statistic to analyze the data frequency, percentage, mean, Independent Sample T-test, Analysis of Variance : ANOVA and LSD at the statistical significance level of 0.05. The result of factor affecting customers towards choosing private dental clinics in Mueang Chiang Mai district found that the marketing mix factors which customer focus on are people following with process, physical evidence, price, promotion, place and product, respectively. The result of comparison analysis found that influence decision making for choosing private dental clinics as follows: Dental customers’ gender has influence on choosing private dental clinics not significantly different, age has influence on choosing private dental clinics in terms of place, promotion, people, physical evidence and process significantly different and income has influence on choosing private dental clinics in terms of product, price, place, promotion, people, physical evidence and process significantly different. The survey regarding general information showed that most of customers are single female, age 20 – 39 years, bachelor’s degree graduate, company employee and earned 5,000 – 15,000 Baht per month and come to private dental clinic 1 time/year and come to get tartar removed the most. Customers choosing private dental clinics with easy travel the most and spend 0 – 15 minutes waiting for dental services the most and pay themselves the most. Most of customer expense for dental service 1,001 – 3,000 Bath per time. The survey revealed that most of the customers have never had trouble using private dental clinics in Mueang Chiang Mai District following with spend a long time waiting for service, location is not convenient to travel or there is no parking, staff used impolite words, staff did not smile and not available for service, the cost of treatment or medicine is too expensive compared to the quality, customer injured from treatment and the service center is not clean, respectively.

Keywords: factor affecting customers, private dental clinics, Mueang Chiang Mai district