The marketing mix factors of the relationship between the levels of expectations and satisfaction in the quality of developmental training services for children at a private occupational therapy clinic in Khon Kaen province

Abstract

The study on the marketing mix factors of the relationship between the levels of expectations and satisfaction in the quality of developmental training services for children at a private occupational therapy clinic in Khon Kaen province. aimed to investigate: 1) the level of expectations and satisfaction with the quality of child development services at a private occupational therapy clinic in Khon Kaen province, and 2) the relationship between the marketing mix factors of expectations and satisfaction with the quality of child development services at the same clinic.

This research employed a cross-sectional study design with a population consisting of caregivers, parents, relatives, or family members responsible for bringing children to receive services at a private occupational therapy clinic in Khon Kaen province. A sample of 233 participants was selected using purposive sampling. The research instrument was a comprehensive questionnaire on the marketing mix factors of expectations and satisfaction with the quality of child development services at the occupational therapy clinic, with a reliability coefficient of .959. The data were analyzed using descriptive statistics and inferential statistics, including the Wilcoxon signed-rank test and Spearman’s rank correlation.

The study results revealed that the average score of expectations was at a moderate level, while the average satisfaction score was high. When analyzing the relationship between expectations and satisfaction with service quality, it was found that the marketing mix factors of product and personnel had a statistically significant relationship with both expectations and satisfaction at the .05 level.