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ความคิดเห็นที่ 11 |
ขอบคุณคุณหนุ่มไทยไร้นามมากคะ ทำเสร็จหมดแล้วค่ะ ทั้ง 5 บท บทที่ 1... 7 หน้า บทที่ 2... 42 หน้า บทที่ 3... 11 หน้า บทที่ 4... 18 หน้า บทที่ 5... 18 หน้า
Chapter 1 Introduction
1. Rationale and Problem Statement
Thai economic was down since their government decided to float currency (Thai Baht) on July 2, 1997. This effect was spreading widely to society and livelihood of Thai people. A public health system depends on a policy, economic and society that would not avoidable this effect (Tae-aroam P., 1999:4). So the government reformed the state management such as the Early Retirement project, also they premised some activities to concession by private (The Public Sector Development Commission, 2000:1-4). The survey by the Medical Registration Division in 1997 is that the private hospital confronted a deficit (cited in Poolcharaeng W. et al., 2000) and increasing of a foreign debt because of the floatation. Furthermore, there was reduction of purchasing and consumption changed.
A Thai National Health Security was an express that the Prime Minister was speech on February 26, 2001. Moreover, the welfare empowered to enforce the Labor Legislation such as the Civil Servant Medical Benefit Scheme (CSMBS), the Social Security and the Worker Compensation Scheme (WCS), as this result, people have many choices to choose a right service for them. These choices cause to develop the service be better. Also, the people would be taking a chance to be better services (Mungmuy V., 2001). There is competition in services. This competition causes increase a quality and efficiency of service in these hospital.
The 6th-7th National Economic and Social Development was support an investment to increase private hospitals. The result of this increasing caused that there are 20,544 beds or 19% of total beds of all hospital in Thailand, and they are abundantly in Bangkok and the big cities (the Public Health Development plan, 1997-2001:101)
As above, the competition seized customer to increase (Sornchamni C., 1995: 226). Therefore, the public hospitals have to compete each others and the private hospital.
Important strategy is that the hospital will be increase their income. That is a marketing strategy. There are many ways to get this benefit, for examples; a survey of customer’s attitude be often, manages a services system to circulate efficiently, serves through people, develops a services technology, clinic 24 hours, etc. These services operated by the private hospitals. So, the public hospitals would be gets this strategy to manage and develop the services system (Thakcharaengsathien W., 1994:207). It will be improve profit, image, able to manage requirements of customers (Kothler 1990:9), and get more satisfied to customer (Praparattana Ju., 2003:2). Also they would be able to compete with the private hospitals (Kanerg J., 1996:4)
In term hospital, a healthcare service is complicate and difference to be not same product (Booms and Bitner, 1981:48) for instance, an intangibility, an inseparability, a variability and perishability. Furthermore, services quality is hard to control because it depends on expectations of patients and relationship between patient and hospital. So the original marketing mix (Thawerat P., 1998:51) is product, price, place and promotion that adjusted to be suitable for services business. They have added 3 marketing mixes’ to be complete. These are a concrete of service and development (Zeithaml and Bitner, 2000)
Suratthani province is a big city of southern of Thailand and there are 988,894 populations in this province (Department of Provincial Administration, Ministry of Interior, December 31, 2007). This province faces a severe competition in hospital business. There are 3 private hospitals and they would get the marketing strategy to manage and promote the hospitals. Their services are responding the customer’s requirements, and will be increase an income. Also the Suratthani hospital is the biggest public hospital in this province that has been developed its services. There are many specialists in all fields, high technology & instrument and the building that could supported a number of patients.
The Ban Na Saan hospital belongs to the Ministry of Public Health. There are 60 beds. It is facing some problems that the budget has limited and lack of sufficient to manage and develop all services. It is important that the hospital needs to get income from the healthcare services. The government officers, the state enterprise workers and people who paid a bill by themselves are 90% of all patients. They are a target customer.
So a researcher is interested in the marketing strategy that effect of a decision to get the service at the Ban Na Saan hospital. In addition, the relationship is between the marketing strategy and the decision to get the service in each groups of customer. This result would be improve and develop management of hospital that could response the requirement and get more competitive advantage. Then, it will be protects changing in the public welfare in the future.
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Geebi
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8 ก.พ. 53 12:09:58
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