Effect of the Service Marketing Mix (7Ps) on Patient Satisfaction for Clinic Services in Thailand

Abstract

This study investigates the service marketing mix (7Ps) affecting patient satisfaction in clinics, Thailand. The link between variables to see the increasing healthcare quality management to respond to patients' needs and expectations was tested. The clinics in Thailand were studied to get more clarification of the relationship in this sector. The online questionnaires were used from the previous studies that have validity. The service marketing mix includes people, price, place (location), promotion, product (services), process, and physical evidence whereas the outcome variable is patient satisfaction. The results reveal that process is the most significant predictor, followed by people, price, product (services), physical evidence, and place (location), respectively. Only promotion is not significantly influenced patient satisfaction.

Keywords: healthcare service, marketing mix (7Ps), patient satisfaction, clinics, quality