Marketing Mix Analysis in Private Dental Healthcare Service Sector
Journal Title: International Journal of Trend in Scientific Research and Development - Year 2021, Vol 5, Issue 5
Abstract
This research analyzes the patients attitude toward healthcare service marketing mix among dental clinics patients in Sriracha, Thailand. The quantitative survey design was employed for data collection through simple random sampling from 392 completed questionnaire copies. The reliability and validity of the constructed were tested. The relationship between marketing mix factors was examined. The results showed that patients perceived People mix become the most essential factor x¯=4.804, SD=0.39 , followed by Physical Evidence x¯=4.770, SD=0.38 , Process x¯=4.740, SD=0.43 , Price x¯=4.665, SD=0.44 , Product x¯=4.623, SD=0.47 , Place x¯=4.620, SD=0.48 and Promotion x¯=4.416, SD=0.56 . People mix has the highest correlation with Physical Evidence r=0.739 , followed by Process r=0.689 , Price r=0.599 , Product r=0.516 , Place r=0.410 and Promotion r=0.374 , respectively at p value less than 0.01 on 2 tailed significant. The limitations are not covering the outcome variables. Applying the results to different cities may give outstanding or additional helpful results. However, future qualitative research will give more in depth knowledge. Thus, the researchers recommended the study furthermore. The implications are dental clinics could emphasize healthcare quality improvement through these marketing mix factors. It could help clinic owners find the marketing strategies appropriate to their patients needs and expectations in this sector. Supaprawat Siripipatthanakul | Sompoach Puttharak "Marketing Mix Analysis in Private Dental Healthcare Service Sector" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-5 , August 2021, URL: https://www.ijtsrd.com/papers/ijtsrd43942.pdf Paper URL: https://www.ijtsrd.com/management/marketing/43942/marketing-mix-analysis-in-private-dental-healthcare-service-sector/supaprawat-siripipatthanakul
Authors and Affiliations
Supaprawat Siripipatthanakul | Sompoach Puttharak
Keywords
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