Private hospital model in Rayong Province that satisfied consumer needs

Woranun Thaworanun

African Educational Research Journal
Published: November 20 2023
Volume 11, Issue 4
Pages 641-650
DOI: https://doi.org/10.30918/AERJ.114.23.103

Abstract

This research objectives are to examine the private hospital model in Rayong Province which relations among hospital policy, hospital performance, overall total quality, and hospital personnel’s public mind directly and indirectly influence customer requirements. This study used a hybrid methodology that combined quantitative and qualitative research. A questionnaire was used as the research instrument for the quantitative research investigation. A simple random selection method was used to select four hundred participants from inhabitants in Rayong, Thailand. The model confirmation was examined by the Structural Equation Model (SEM). The results illustrated those exogenous latent variables of hospital policy, hospital performance, and total quality positively have a direct effect on hospital personnel’s public mind and are additionally positive towards customer requirements. The prediction for customer requirements can be made from hospital policy, hospital performance, total quality and hospital personnel’s public mind with a variance of ninety-seven percent. Throughout the qualitative research of in-depth interviews with tri-angular analysis, the conclusion can be made with the fact that hospitals satisfy consumer needs and increase customers with firstly public relations communication presenting the outstanding features in medical treatment of particular hospital, secondly proactive operations with well-defined customer segmentation such as factories and business companies within the area of Rayong Province, thirdly good services that leads to word of mouth, fourthly reasonable pricing, fifthly maintaining medical standards, sixthly providing services conforming to reasonable prices, and lastly emphasizing the care and be active to the satisfaction of consumer needs.

Keywords: Private hospital model, Rayong Province, satisfaction, consumer needs.

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