This research analyzes the patients attitude toward healthcare service marketing mix among dental clinics patients in Sriracha, Thailand. The quantitative survey design was employed for data collection through simple random sampling from 392 completed questionnaire copies. The reliability and validity of the constructed were tested. The relationship between marketing mix factors was examined. The results showed that patients perceived People mix become the most essential factor x¯=4.804, SD=0.39 , followed by Physical Evidence x¯=4.770, SD=0.38 , Process x¯=4.740, SD=0.43 , Price x¯=4.665, SD=0.44 , Product x¯=4.623, SD=0.47 , Place x¯=4.620, SD=0.48 and Promotion x¯=4.416, SD=0.56 . People mix has the highest correlation with Physical Evidence r=0.739 , followed by Process r=0.689 , Price r=0.599 , Product r=0.516 , Place r=0.410 and Promotion r=0.374 , respectively at p value less than 0.01 on 2 tailed significant. The limitations are not covering the outcome variables. Applying the results to different cities may give outstanding or additional helpful results. However, future qualitative research will give more in depth knowledge. Thus, the researchers recommended the study furthermore. The implications are dental clinics could emphasize healthcare quality improvement through these marketing mix factors. It could help clinic owners find the marketing strategies appropriate to their patients needs and expectations in this sector. Supaprawat Siripipatthanakul | Sompoach Puttharak "Marketing Mix Analysis in Private Dental Healthcare Service Sector" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-5 , August 2021, URL: https://www.ijtsrd.com/papers/ijtsrd43942.pdf Paper URL: https://www.ijtsrd.com/management/marketing/43942/marketing-mix-analysis-in-private-dental-healthcare-service-sector/supaprawat-siripipatthanakul
International Journal of Trend in Scientific Research and Development (IJTSRD)
Volume 5 Issue 5, July-August 2021 Available Online: www.ijtsrd.com e-ISSN: 2456 – 6470
@ IJTSRD | Unique Paper ID – IJTSRD43942 | Volume – 5 | Issue – 5 | Jul-Aug 2021
Page 827
Marketing Mix Analysis in Private
Dental Healthcare Service Sector
Supaprawat Siripipatthanakul
1
, Sompoach Puttharak
2
1Manipal Global Nxt University, Malaysia
2Stamford International University, Thailand
ABSTRACT
This research analyzes the patients' attitude toward healthcare service
marketing mix among dental clinics patients in Sriracha, Thailand.
The quantitative survey design was employed for data collection
through simple random sampling from 392 completed questionnaire
copies. The reliability and validity of the constructed were tested.
The relationship between marketing mix factors was examined. The
results showed that patients perceived People mix become the most
essential factor (x̄=4.804, SD=0.39), followed by Physical Evidence
(x̄=4.770, SD=0.38), Process (x̄=4.740, SD=0.43), Price (x̄=4.665,
SD=0.44), Product (x̄=4.623, SD=0.47), Place (x̄=4.620, SD=0.48)
and Promotion (x̄=4.416, SD=0.56). People mix has the highest
correlation with Physical Evidence (r=0.739), followed by Process
(r=0.689), Price (r=0.599), Product (r=0.516), Place (r=0.410) and
Promotion (r=0.374), respectively at p-value less than 0.01 on 2
tailed significant. The limitations are not covering the outcome
variables. Applying the results to different cities may give
outstanding or additional helpful results. However, future qualitative
research will give more in-depth knowledge. Thus, the researchers
recommended the study furthermore. The implications are dental
clinics could emphasize healthcare quality improvement through
these marketing mix factors. It could help clinic owners find the
marketing strategies appropriate to their patient's needs and
expectations in this sector.
KEYWORDS: Healthcare Service, Marketing Mix, 7Ps, Denta