QUALITY OF SERVICE OF HEALTH CARE PERSONNEL AFFECTING THE DECISION TO USE PRIVATE HOSPITAL SERVICES IN NAKHON SAWAN PROVINCE

Abstract

The three purposes of this study were to: 1) Study the service quality of medical personnel on people’s decision to use the service mode Direct private hospital; 2) Analyze the service quality that affects decision making to use the services of the private hospital in Nakhon Sawan province; and 3) Study the factors affecting the health insurance service decision to use the private hospitals. Hospital departments were used in the research. Users of private hospitals in Nakhon Sawan province comprised a sample of 400 people, employing a quantitative research methodology. The decision to use the medical services of private hospital in Nakhon Sawan province was the dependent variable. Most of the respondents were female, aged between 31 and 40 years of age and holding a bachelor's degree. The most common occupation was a company employee in a private company, with an average income per month of 15 000 - 30 000 bahts. Most respondents used the right to receive services in private hospitals through their life insurance or health insurance policy. The decision to use the private hospital was a personal one and the service was the first one, or once per year. Entrepreneurs were involved in the decision-making process. With business, private hospitals in Nakhon Sawan province can bring such information to the planning strategies. The aims of the service personnel were to increase the standard of good service and to create a sustainable business.