Factors Influence Consumers behavior in selecting private hospitals in Bangkok

Abstract

The objectives of this research were to examine the factors which influence the behavior of consumers in selecting private hospitals in Bangkok.  400 respondents were collected from people who live or work in Bangkok and have experiences in private hospitals. The data was collected by using a set of questionnaire. The statistic to analyze the data in this research included frequency, percentage, mean standard deviation, ANOVA and Linear regression.

Research Methodology: This study is a quantitative research. The sample is consisted of 400 consumers who live or work in Bangkok. The study identifies independent variables including demographic factors (age, gender, marital status, education, and income), consumers’ behavior factors (frequency of purchasing and average spending per visit) and factors (doctor profiles, doctor services, hospitals services and word of mouth). The dependent variable is selecting private hospitals in Bangkok.

The results of this study can be used as a guideline for hospitals to improve the service quality for hospital marketing.  The result shows that demographic factors in gender and word of mouth are significant impact on making decision to private hospitals in Bangkok. However, the consumers’ behavior has no influence on selecting decision private hospitals in Bangkok.