Product quality perception, service quality, and marketing mix affecting the decision to purchase specialized medical equipment for medical personnel in Eastern Economic Corridor
Keywords:
Perceived quality, Service quality, Medical equipmentAbstract
The objectives of this research were to study 1) The Influences of Perceived Product Quality 2) The Service Quality and 3) Marketing Mix on the decision to purchase specific medical equipment by medical personnel in the Eastern Economic Corridor. The questionnaire was used to collect data online from 400 medical personnel obtained by non probability sampling. Descriptive statistics were used to analyze data, and multiple regression analysis was used for hypothesis testing. The study revealed that the Perceived Product Quality, including Performance, Features, Durability, the Service Quality, including reliability, assurance, tangibles, empathy, responsiveness, and Marketing Mix, including Product, Price, Place, Promotion, had influence on the decision to purchase specific medical equipment by medical personnel in the Eastern Economic Corridor with statistical significance at the .05 level. All Perceived Product Quality, Service Quality, and Marketing Mix factors together can predict decision on purchasing specific medical equipment by medical personnel in the Eastern Economic Corridor. The Predictive Equation could be constructed as follows:
- PQ.
= 1.941 + .141(Performance)+ .312(Features)+ .122(Durability); R2 = 0.227
- SQ.
MK.= 1.787 + .147(Product)+ .173(Price)+. 138(Place)+ .151(Promotion); R2 = 0.248
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