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The consumer protection performance of health personnel in sub-district health promoting hospitals is extremely important for ensuring that people can consume health products and services with safety and fairness. Objectives: To examine factors associated with the consumer protection performance of health personnel at sub-district health promoting hospitals in Sukhothai Province. Methods: The samples for this descriptive research were 109 health personnel in Sukhothai Province. They were selected by using a simple random sampling without replacement technique. In this research, a questionnaire was employed for data collection. Data were analyzed by using descriptive statistics, Point biserial correlation coefficient, Spearman rank correlation coefficient, and Eta correlation coefficient. Results: Work motivation and consumer protection performance were at a moderate level, and factors associated with the consumer protection performance of health personnel at sub-district health promoting hospitals in Sukhothai Province included achievement (r = 0.338, p = 0.000), recognition (r = 0.385, p = 0.000), job description (r = 0.419, p = 0.000), responsibility (r = 0.272, p = 0.004), salary or compensation (r = 0.310, p = 0.001), working conditions (r = 0.265, p = 0.005), policy and administration (r = 0.367, p = 0.000), job security (r = 0.203, p = 0.034), and supervision techniques (r = 0.193, p = 0.044). Conclusion: Job security, supervision techniques, responsibility, and working conditions variables had a very low level of positive association with the consumer protection performance of health personnel at sub-district health promoting hospitals in Sukhothai Province. Salary or compensation, achievement, recognition, job description, and policy and administration variables had a low level of positive association with the consumer protection performance of health personnel at sub-district health promoting hospitals in Sukhothai Province.
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