Service Marketing Strategies Model of Thai Traditional Medicine and Alternative Medicine Centres of Public Hospital in Thailand

Abstract

Abstract

This research aimed at (1) analyse direct and indirect effects of service marketing mix, customer relationship marketing, and perceived service quality on customer loyalty. (2)  find service marketing strategies model of Thai traditional medicine and alternative medicine centres of public hospital in   Thailand . The research was conducted by quantitative research method, population were customers of Thai traditional medicine and alternative medicine centres of public hospitals. Sample size was 600 samples and data was collected by self–administrative questionnaires. The statistics employed in the research were descriptive statistics, path analysis and structural equation model (SEM).The results showed that (1) The analysis of variables’ influence were found as follows: 1.1) service marketing mix factors directly affected customer loyalty of TTAM-public customer. 1.2) customer relationship management factors indirectly affected customer loyalty of TTAM-public customers through perceived service quality. (2) Service marketing strategies model was shown that the most important components of service marketing mix factors were price and promotion, customer relationship management was CRM by commitment and perceived service equality factor was assurance dimension affected customer loyalty in terms of top of mind. Finally, the marketing strategies model of Thai traditional and alternative medicine centres of public hospital in Thailand is well concordant with empirical data. ((c²/df = 0.84 (c²= 140.25, df= 167), p-value= 0.93, GFI= 0.98,     AGFI= 0.97, NFI= 0.97, NNFI= 1.00, CN= 892.46, RMSEA= 0.00, SRMR= 0.038)