Marketing Mix Factors Effecting to Choose Health Services of Primary Care Cluster in the District of Phra Nakhon Si Ayutthaya

Abstract

     Primary care services were provided at Phra Nakhon Si Ayutthaya Hospital in the form of five Primary Care Clusters (PCC) started in 1990. However, there was no evaluation of the factors that made the patients choose the Primary Care Cluster. There fore the researcher needed to conduct this quantitative research. The purpose was to study the following (1) personal characteristics of the selected population in the PCC, (2) marketing mix factors in PCC, (3) the importance level of decision-making on the PCC utilization, (4) relationship between personal factors and decision making on the PCC utilization and (5) the relationship of marketing mix to level of decision-making on the PCC utilization in Phra Nakhon Si Ayutthaya. The population in the study were customers 5 of PCCs of Phra Nakhon Si Ayutthaya. Purposive sampling was used to recruite 400 people from those the PCC. Data were collected during November 10, 2017 to December 20, 2017, by using quesionnaire. The reliability of quesionnaire was 0.96. Data were analyzed using percentage, mean, and standard deviation. The test was conducted using chi-squared test statistics. The study found that (1) personal characteristics of the selected population were 257 females (64.3%), aged 51-60 101 people (25.3%), married ; 245 peoples (61.3%); eduaction level below bachelor degree 290 students (72.5%), private/business 119 peoples (29.8%), universal coverage scheme, 261 persons (65.3%); 2-5 visits 200 (50.0%), (2) the average of marketing mix in the family clinic was 4.23 which was at the highest level, (3) the importance level of decision making on the PCC utilization was 4.30 which also was at the highest level, (4) relationship between personal factors and decision making on PCC utilization presented the visits number was significantly correlated with PCC as a selection choice at p<0.05. (5) the relationship of marketing mix to level of decision-making on the PCC utilization was significant at p<0.001. The relationship was statistically significant at p<0.05 interm of Service, price. Location, service channel access service, promotion, service process, and physical. The research results can be concluded that 7 marketing mix factors using to design the service providing in the urban PCCs of Phra Nakhon Si Ayutthaya Hospital, had relationship with decision making on the PCC utilizatio at the highest level. These results can be implement to increase the decision making on the PCC utilization rate by 7 marketing mix factors evaluation. Then consider each commponents of them inorder to construct development plan and action plan for appropriated PCCs service provision in
each context. Consequently, customers will be promote to more utilize PCCs than previous. There will impact to reduce over crowded patients in a large hospitals, allow people receive suitable services as their needs and appropriate for their context, and also being relevant to PCC policy.