The Behavior of Using Private Physical Therapy Clinics in Surat Thani Province

Main Article Content

Sineerat Inroek
Supit Ritkaew
Somnuk Aujirapongpan


The purposes of this study include studying behaviors of the patients obtaining treatment services at private physical therapy clinics in Surat Thani Province, studying the level of significance of service marketing mix factors of the clinics, and studying factors concerning patient behaviors. The methodology is quantitative using the survey research model. The population in this study is the patients who live in the province and have purchased clinical services. The study uses 400 samples, resulted from of random sampling with convenience, and questionnaires as a research tools. Statistical techniques employed for data analysis are Frequency, Percentage, Mean, Standard Deviation, and Chi-Square.
Most patients in the study went to private physical therapy clinics, located in the central of the city, with back pain. Ultrasound equipment and stretching techniques are the most common procedures used. The average frequency of service attendance is 2 to 3 times a week. The reasons affecting customers’ decisions to purchase the services are good treatment standards and good service. The popular treatment timing is between 17.01 to 18.00 and the average cost is between 301 to 500 baht per treatment. The respondents can drive to the clinics by themselves. The level of significance of the service marketing mix factors for the clinics, overall, is at the highest point. When considering each aspect, we find that the level of such significance for every aspect is at the highest point, with exception of the marketing promotion aspect, which is at the lower point. Also, the research hypothesis reveals that: 1) Demographic factors including gender, educational level, occupation, the average income of a household, underlying diseases and level of soreness or ability to take care of themselves, and 2) the marketing mix factors consisted of product, price, place, promotion, process, people, and physical evidence and are related to a patient’s behavior of using a private clinic’s services in the province.


Download data is not yet available.

Article Details

บทความวิจัย (Research Article)


Chanakan, S., Juntasopeepun, P., & Tamdee, D. (2016). Factors influencing primary health care services utilization behaviorAmong people with mobility disabilities. Nursing Journal, 43(5), 93-103. [in Thai]

Department of Disease Control. (2015). Annual report 2015. Retrieved from [in Thai]

Department of Health. (2017). Strategic plan for development and stimulating environmental health systems according to the national health development plan during 12th national economic and social development plan (2017-2021). Retrieved from [in Thai]

Fongkhao, J. (2017). Consumer behavior on selecting cosmetic surgery service under doctor care. Journal of Rajanagarindra, 14(32), 127-132. [in Thai]

Kasikorn Reaserch Center. (2017). K SME analysis 2017. Retrieved from https://www. [in Thai]

Kotler, P. (1997). Marketing management: Analysis, planning, implement, and control (9th ed.). Upper Saddle River: Prentice-Hall

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Harlow: Pearson Education.

Kotra, P., Sarakan, K., & Ratanarat, P. (2017). Factors related to food consumption behavior for chronic disease prevention in adults. Journal of Health Science Research, 10(1), 25-31.

National Statistical Office. (2017). Population and proportion report classified by age group (children, workers, elderly), sex and region 2007-2017. Retrieved from [in Thai]

Papetthong, S. (2016). Feasibility study of the physical therapy clinic business in Surat Thani (Master’s thesis). Prince of Songkla University, Songkhla. [in Thai]

Physical Therapy Department. (2018). Annual report 2018. Suratthani Hospital: Surat Thani Province. [in Thai]

Samerjai, C. (2007). Consumer behavior. Bangkok: SE-EDUCATION Public Company. [in Thai]

Samerjai, C., & Wareewanich, T. (2008). Principle of marketing. Bangkok: SE-EDUCATION Public Company. [in Thai]

Serirat, S. (1995). Consumer behavior. Bangkok: Phatthana Sueksa Printing House. [in Thai]

Somboonwanna, M. (2015). Factor affecting customer decision toward fitness (Master’s thesis). Thammasat University, Bangkok. [in Thai]

Srathongma, O. (2014). Marketing factors influencing the customers behavior in the service of beauty spa in Bangkok area (Master’s thesis). Stamford International University, Bangkok. [in Thai]