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Abstract:
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This study proposed to study and evaluate behaviors and factors effect to hospital selection for childbirth service. A comparison between public hospital and private hospital in Muang district, Chiang Mai province. The questionnaires were used to collect data from 400 sample group who received childbirth service at the hospital located in Muang district, Chiang Mai province. Numbers of 200 sample group of who received childbirth service at public hospital were collected while 200 sample group of who received childbirth service at the private hospital were collected.
The analysis results of marketing factors comparison in maternity hospital service selection decision showed that 7 type of marketing factors including service, price, service channel, marketing promotion, service staff, service procedure and physical characteristic effects to hospital selection for childbirth service differently. People who received childbirth service at the private hospital pay attention to overall marketing factors more than who received childbirth service at the public hospital. While 7 type of marketing factors were considered, people who received childbirth service at the private hospital pay attention to service factor, service staff factor, service procedure factor and marketing promotion factor more than who received childbirth service at the public hospital.
Keywords: behavior/ decision/ childbirth service/ public hospital / private hospital
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