Marketing Mix Factors Affecting Dental Service Utilization: A Cross-sectional Study at Thammasat University Student Dental Clinic
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Abstract
Objective: This study aimed to investigate the marketing mix factors influencing the utilization of dental services at the student dental clinic of Thammasat University, and to compare these factors according to patients’ personal characteristics, including gender, age, occupation, educational level, income, and payment method.
Materials and Methods: A descriptive cross-sectional study was conducted using an online questionnaire administered to 394 patients who received services at the student dental clinic between February and April 2025. Data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation. Inferential statistics were performed using the Mann-Whitney U test and Kruskal–Wallis test to examine differences among groups.
Results: The three most influential marketing mix factors affecting the utilization of dental services were physical evidence, people, and products, respectively. The least influential factor was promotion. Significant differences in perceptions of marketing mix factors were found among patients with different ages, occupations, educational levels, incomes, and payment methods.
Conclusion: Marketing mix factors significantly influence the utilization of dental services at the student dental clinic. Patients’ perceptions of these factors are associated with their personal characteristics. These findings provide important input for improving service quality and developing effective marketing strategies to better meet patients’ needs at student dental clinics.
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