Comparison of Marketing Mix Based on Personal Factors of Out-Patients at Kwai River Christian Hospital in Kanchanaburi Province

Abstract

This research was survey research. The objectives of this survey research were : (1) to determine personal factors; (2) compare service
marketing mix by clients based on personal factors and (3) problems and obstacles of clients in visiting.

The results showed that: (1) most clients were female, Thai nationals; income of 5,000–10,000 baht, made out-of-pocket payments for medical expenses, resided outside the Sangkhlaburi municipal area, and suffered from non-communicable diseases, The level of clients’ opinions on overall marketing mix services was highest reasons for visiting were doctors’ expertise, treatment quality and hospital service systems; (2) comparing service marketing mix were  found that gender, age, service eligibility, income, ethnicity, and residence were no differences except for clients’ health problems; and (3) the problems and obstacles identifed included taking a long time to register, long waiting time for doctors, unknowing of communication channels, and long residence/workplace-hospital distance. For suggestion, doctors should examine patients
faster and separate the doctor into two group, for IPD and OPD. The hospital also should more publicize by putting up more signs at various
points and establishing a medical unit in the remote areas or at various festivals.