Factors Predicting of Decision to Receive Services in Subdistrict Health Promoting Hospitals in Mueang District, Phayao Province
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Abstract
This predictive correlational research aimed to examine the variables predicting the decision to receive services at subdistrict health-promoting hospitals in Mueang District, Phayao Province. The sample consisted of 120 service users who received services in Phayao Province, selected through multi-stage random sampling. Data were collected using a service quality questionnaire and a decision-making questionnaire for using services. The reliability values, measured by Cronbach's alpha coefficient, were .97 and .94, respectively. Data were analyzed using descriptive statistics, Pearson’s correlation, and stepwise multiple regression analysis. The results showed the following:
1. The average scores for service quality and the decision to receive services were at the highest level (M = 4.27, 4.33; SD = .50, .53, respectively).
2. Service quality dimensions, including empathy, assurance, reliability, responsiveness, tangibility, and age, were positively correlated with the decision to receive services, showing statistical significance (r = .83, .79, .76, .74, .66, .29, p < .01, respectively). Years of study had a low-level negative correlation with the decision to receive services, also showing statistical significance (r = -.23, p < .05).
3. Regression analysis revealed that empathy towards service users, assurance for service users, and tangibility of the service could jointly predict the decision to receive services at subdistrict health-promoting hospitals with statistical significance (F = 13.780, p < .01), accounting for 77.40% of the variance.
The administrators of subdistrict health-promoting hospitals should continuously enhance confidence in service quality to increase the likelihood of service utilization.
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