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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.
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.บทความทุกเรื่องจะได้รับการตรวจสอบความถูกต้องทางวิชาการโดยผู้ทรงคุณวุฒิ (peer review) ข้อความและบทความในวารสารหาดใหญ่วิชาการเป็นแนวคิดของผู้เขียน มิใช่ความคิดเห็นของคณะผู้จัดทำ และมิใช่ความรับผิดชอบของมหาวิทยาลัยหาดใหญ่ กองบรรณาธิการวารสารหาดใหญ่วิชาการ ไม่สงวนสิทธิ์การคัดลอกบทความเพื่อใช้ประโยชน์ทางวิชาการ แต่ให้อ้างอิงแสดงที่มาของบทความ
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