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Abstract:
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This independent research aims to study the usage behavior, the marketing mix factors and to evaluate the satisfaction of outpatient users of Lampang Hospital. Data were collected by using questionnaire with 400 outpatient users of Lampang Hospital. With 9 clinical services which were Medicine Clinic, Surgical Clinic, Obstretic Gynecology Clinic,
Pediatric Clinic, Orthopedic Clinic, Ear - Nose -Throat Clinic, Ophthalmology Clinic, Dental Clinic and Health Check-up Centre. Data were analyzed by Descriptive Statistics, using Rating Scale to analyze the market mix factors and using Chi-Square Statistics for analyzing the connection. Finally using the Ranking for evaluating the user’s satisfaction in descending order.
The results found the sample group mainly were women, aged between 46-60 years old. The level of education was primary school or lower. Most were employees and earned less than 5,000 baht per month and resided in Amphur Mueang, Lampang Province. They do not have congenital disease except only for hypertension. The frequency of visit in last 6 months was 1-2 times. The reasons were as appointed by the doctors to follow up appointments.
The sample used universal coverage scheme. Most had an average expenses between of 101-500 baht and came for Medicine Department. They used personal vehicle, received the hospital news from the radio and the reasons for visiting this hospital was because there was particular specialists they needed. The ranking of evaluation for satisfaction, found the factors that effect the decision making to choose this hospital were the medical service, the cost effective, the promotion, the medical staff, the services, the place and physical element, all were at a high satisfaction. To study the relationship between personal data and the behavior of choosing the medical services found, that the ages, the level of education, the occupation and the right to get free-service affected the cost of the service and the reason to choose the hospital and also were statistically significant at 0.05 level. The satisfaction in efficiency of specialists, nurses and staff was in highest level. For satisfaction of the place, the convenient of the car park and the safety issue was poor, at the lowest level.
Key word: Outpatient / Health Service / Service Evaluation / Marketing Mix / Lampang Hospital
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