The Mixed Marketing and the Service Quality Affecting the Decision to Use the Modern Drug Stores in Pakchong of Champasak, Loa People’s Democratic Republic

Abstract

The objectives of this research were 1) to study the mixed marketing and the service quality affecting the decision to use the service of modern drug stores in Pak Chong city of Champasak Province, Lao People's Democratic Republic and 2) to compare the mixed marketing and the service quality affecting the decision to use the modern drugstore services in Pak Chong city of Champasak Province as classified by gender, age, marital status, occupations, educational levels and monthly incomes. The samples were 384 individuals, whose size was established by the accidental sampling. The research instrument was a five-rating scale questionnaire with a confidence value equivalent to .91. Statistics used were percentage, mean, standard deviation, multiple regression analysis, t-test and F-test.

                 The research findings were as follows.
                 A study of the mixed marketing and the service quality affecting a decision to use the service of modern drugstore services in Pak Chong city of Champasak Province, Lao People's Democratic Republic had five variables as follows: distribution channels, marketing promotion, process, concreteness of services and trustworthiness. These variables were related to the dependent variables at a statistical significance of .01. The dependent variable was a decision to use the modern drugstore services in Pak Chong t of Champasak Province, Lao People's Democratic Republic. The variables in question could predict the users’ decision under investigation by 28.80 percent (R²_Adj=.288)
              A comparison of the mixed marketing components and the service quality that affected the subjects’ decision to use the modern drug stores in Pak Chong District of Champasak Province found that personal factors as classified according to gender and educational levels, different monthly incomes had different effects on the decision made by those under study. The personal factors as classified according to age, marital status, and different occupations had no different effects on the decision to use the service of the modern drugstore services in Pak Chong District of Champasak Province, Lao People's Democratic Republic.