Integrated Marketing Communication and Perceived Value Influencing Purchase Decisions of Health Check-up Programs among Users of Private Hospitals in Songkhla Province
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Abstract
This study examined the effects of integrated marketing communications (IMC) and perceived value on the purchase decision of health check-up programs among customers of private hospitals in Songkhla Province. The sample comprised 400 individuals who had previously purchased health check-up programs from private hospitals in the province. Data were collected through an online questionnaire and analyzed using descriptive statistics and stepwise multiple regression analysis. The results showed that overall IMC was perceived at a moderate level, while perceived value was rated at the highest level. Personal selling and advertising significantly influenced purchase decisions, with personal selling having the strongest effect. Among the perceived value dimensions, only perceived price value significantly affected purchase decisions.The findings indicate that consumers place greater importance on communication through hospital personnel and perceived price value than on mass communication or emotional value when deciding to purchase health check-up programs. These results provide useful insights for developing marketing strategies and designing health check-up programs that better meet consumer needs in the context of private hospitals in Songkhla Province.
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