Perceived Health Status of the Service Recipients in the Marketing Mix Affects the Decision to Choose the Annual Health Check up Service at the Thammasat Health Check-up Center
Keywords:
perceived health status, marketing mix, annual health check-upAbstract
This cross-sectional descriptive research aims to: 1)study the perception of health status among service recipients, and 2)examine the marketing mix factors affecting the decision to use annual health examination services. Data were collected form 303 health examination services recipients.
Results indicated that perceptions of disease risk and severity, driven by behavior, were at the highest level. Perceived benefits of the annual health check-up and the recognition of obstacles also scored high. The marketing mix-encompassing services, products, locations, pricing, processes, facilities, and personnel significantly influenced the decision to utilize the annual health check-up service. Overall, marketing promotion was also perceived positively.
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