The Factors Affecting the Decision Making to use Applied Thai Traditional Clinic: A Case Study of Phatraphat Applied Thai Traditional Clinic

Abstract

The objectives of this research were to study factors affecting the decision making to receive the service from the applied Thai traditional clinic by researching from the Marketing mix theory: product, price, place, promotion, people, physical evidence and process and the Quality service theory: tangibility, reliability, responsiveness, assurance and empathy in affecting the decision making to receive the service at Phatraphat applied Thai traditional clinic. Research Methodology: The study is a quantitative research, which using online questionnaires as a tool, collected data from 400 people who used Phatraphat applied Thai traditional clinic. The researcher has processed the data by using Descriptive Statistics and Inferential Statistics by the techniques of Multiple Regression at 95% confidence to test the hypothesis, the factors affecting the decision making to receive the service at Phatraphat applied Thai traditional clinic. Research findings were as follows: The Marketing mix theory affecting the decision making to use Phatraphat applied Thai traditional clinic. The factors of Product have high effect Beta 0.203 (Sig <0.000) followed by the factors of Price Place and Physical evidence. And the Quality service theory affecting the decision making to use Phatraphat applied Thai traditional clinic. The factors of Assurance have a high effect Beta 0.297 (Sig <0.000) followed by the factors of Tangibility.