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|The Study of Factors that Influence Patient's Choice Decision Receiving Cosmetic Surgery: A Case Study of Bumrungrad International Hospital and Siam Laser Clinic in Bangkok,Thailand
Bumrungrad International Hospital
Patient's choice decision
Siam Laser Clinic
|The purpose of this thesis is to study of factors that influence patient’s choice decision receiving cosmetic surgery: a case study of Bumrungrad International Hospital and Siam Laser Clinic in Bangkok, Thailand. The author used questionnaire to collect data from 400 patients who were either interested in having cosmetic surgery, having consulted with doctors and being undergone surgical operations from Bumrungrad International Hospital and Siam Laser Clinic both located in Bangkok, Thailand. Binary logit is used in analyzing whether 7P’s marketing mix, brand equity, patient behavior and satisfaction effect patient’s choice decision. The results show that only certain aspects of 7P’s marketing mix, brand equity, patient behavior and satisfaction do effect brand choice. More importantly, our study finds that some main factors seem insignificant when in fact certain dimension of these independent variables are strongly significant and vice versa. Moreover, we also use lifestyle and demographic variables in performing brand segmentation to enable service providers to better understand their patient’s characteristics.
|Thesis (M.B.A.)--Graduate School, Bangkok University, 2019
Surgery -- Decision making
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