DETERMINANTS INFLUENCING CAMBODIAN CUSTOMERS' REVISIT INTENTIONS TO THAILAND’S PRIVATE HOSPITAL SERVICES
คำสำคัญ:
Determinants, Revisit Intentions, Private Hospital Servicesบทคัดย่อ
This study looks at what shapes the experiences and decisions of Cambodian patients who come to private hospitals in Bangkok for medical care. It examines how their attitudes, subjective norms, perceived behavioral control, and trust relate to their satisfaction and their intention to return. The goal is to provide insights that can help hospitals improve their services, build stronger patient relationships, and support Thailand’s position as a leading destination for medical tourism. Data were collected through a convenience sampling method, using both online and on-site surveys with Cambodian patients who had previously visited private hospitals in Bangkok. Data were analyzed using descriptive statistics, including mean, standard deviation, frequency, and percentage, to summarize respondent profiles. Hypotheses were tested using Multiple Regression Analysis (MRA) to evaluate the relationships and relative contributions of predictors toward the dependent variable, with statistical significance set at p < 0.05.
Findings: The results show that the quality of service patients receive plays a major role in shaping their attitudes, the influence they feel from others, their level of confidence in accessing care, and the trust they place in the hospital. Using responses from 400 participants, the study found that these four factors strongly contribute to their intention to revisit, with subjective norms and trust having the greatest impact. Altogether, the model explains more than 77% of the variation in revisit intention. The findings suggest that when hospitals maintain high service standards, patients feel more assured, develop more positive views, and are more likely to return for future treatment. These results highlight how essential service quality is for hospitals aiming to strengthen patient loyalty in a competitive medical tourism market.
เอกสารอ้างอิง
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