Factors influencing decision making to use large private hospitals of Thai patients in Bangkok after COVID-19 outbreak

Abstract

Background: The worldwide pandemic of coronavirus infections disease 2019 (COVID-19 impacts the Thai medical’s hub tourism industry. The private hospital sector needs to provide appropriate services for Thai consumers.

Objectives: The objectives of this research were to study: 1) The level of decision making of use large private hospitals of Thai patients living in Bangkok after COVID-19 outbreak; 2) The marketing mix related to the level of decision making to use large private hospitals; 3) The marketing mix that influences decision making to use large private hospitals.

Methods: This study was a survey research. The population was 8,757,843 Thai patients that used large private hospitals in Bangkok. The sample size was calculated to be 440 samples. A questionnaire was used as a research instrument for data collection. The statistics used to analyze data were descriptive statistics including frequency, percentage, mean, standard deviation, t - test, Pearson correlation. Inferential statistics employed was multiple regression analysis.

Results: The result showed that the average and the overall level of decision making to use large private hospitals was at a high level. The average and the overall level of marketing mix to use large private hospitals was at a high level. The correlation of marketing mix factors and decision making to use large private hospitals was at high level; 4) the results of a comparison between personal factors and decision making to use large private hospitals showed that there was difference.

Conclusion: It was found that the differences in age, occupation and medical care benefit scheme had the statistically significant differences that affected the level of decision making to use large private hospital. Marketing mix that affected the level of decision making of use large private hospitals were process, price, place and physical evidence factors could jointly predict 71.0% of decision making to use large private hospitals. This study suggested that the private large hospital may use marketing mix strategies 7p’s during COVID-19 crisis.