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The Study of Factors That 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 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 A Thesis Presented to The Graduate School of Bangkok University In Partial Fulfillment of the Requirements for the Degree Master of Business Administration by Petcharat Jeeramakorn 2019 ©2019 Petcharat Jeeramakorn All Rights Reserved TABLE OF CONTENTS Page ABSTRACT………………………………………………………………………...... iv ACKNOWLEDGEMENT…………………………………………………………… v LIST OF TABLES…………………………………………………………………… viii LIST OF FIGURES…………………………………………………………………... xi CHAPTER 1 INTRODUCTION…………………………………………………...... 1 1.1 Background………………………………………………………........ 11 1.2 Statement of Problem…………………………………………………. 12 1.3 Purpose of Study…………………………………………………....... 13 1.4 Importance of Study………………………………………………….. 14 1.5 Scope of Study…………………………………………………........... 14 1.6 Target Addressee…………………………………………………....... 15 1.7 Focus and Limitation…………………………………………………. 16 1.8 Definition of Terms………………………………………………....... 16 1.9 Thesis Outline……………………………………………………....... 20 CHAPTER 2 LITERATURE REVIEW…………………………………………….. 23 2.1 Maslow's Hierarchy of Needs Theory………………………………… 23 2.2 Marketing Mix (7P’s)……………………………………………........ 24 2.3 Brand Equity…………………………………………………………. 28 2.4 Patient behavior………………………………………………………. 32 2.5 Patient Satisfaction………………………………………………........ 41 2.6 Theoretical Foundation……………………………………………….. 42 2.7 Conceptual Framework……………………………………………….. 48 CHAPTER 3 RESEARCH METHODOLOGY ……………………………………. 49 3.1 Research Design……………………………………………………... 49 3.2 Population……………………………………………………………. 50 3.3 Sampling Design………………..…………………………………… 53 vii TABLE OF CONTENTS (Continued) Page CHAPTER 3 RESEARCH METHODOLOGY (Continued)………………………… 53 3.4 Survey Instruments……………………………………………………. 53 3.5 Content Validity and Reliability..……………………………………... 67 3.6 Data Collection …………..…………………………………………… 67 3.7 Statistics for Data Analysis…………………………………………… 68 CHAPTER 4 RESEACH FINDINGS AND DATA ANALYSIS……………………. 75 4.1 Part 1: The Analytical Results for Hypothesis Testing……………….. 75 4.2 Part 2: The Analytical Results for Crosstabs Testing: Demographic and Lifestyle of The Cosmetic Surgery……………………………….. 92 CHAPTER 5 DISCUSSION AND CONCLUSION………………………………….. 124 5.1 Conclusion…………………………………………………………….. 124 5.2 Discussion…………………………………………………………….. 126 5.3 Limitation of Study…………………………………………………... 133 5.4 Managerial Implication……………………………………………….. 134 5.5 Recommendation for Future Research………………………………… 134 BIBLIOGRAPHY…………………………………………………………………….. 136 APPENDIX……………………………………………………………………………. 149 IOC Questionnaire………………………………………………………… 150 Questionnaire……………………………………………………………… 168 BIODATA……………………………………………………………..……………… 195 LICENSE AGREEMENT OF THESIS PROJECT…………………………………… 196 viii LIST OF TABLES Page Table 3.1 Using Quota Sampling to Distribute Questionnaire for this Research....... 52 Table 3.2 Level of Data Measurement and Criteria………………………………... 54 Table 3.3 Level of Data Measurement and Criteria………………………………... 54 Table 3.4 Level of Data Measurement and Criteria………………………………... 63 Table 3.5 Criteria of Reliability…………………………………………………….. 66 Table 3.6 The Result of Cronbach's Alpha Test with a Pre-test for 30 respondents: Factors…………………………………………………...... 67 Table 4.1 The Omnibus Tests of Model Coefficients……………………………… 76 Table 4.2 The Variables in the Equation: Overall factors………………………….. 76 Table 4.3 The Variables in the Equation: marketing mix 7P’s, Brand Equity, Patient Behavior, and Patient Satisfaction ……………………………… 78 Table 4.4 Summary of all Results of Hypotheses Testing Both Main and Sub Independent Variables…………...……..………………………………... 83 Table 4.5 The Crosstab Analysis of Demographic of Age…………………………. 92 Table 4.6 The Crosstab Analysis of Demographic of Gender……………………… 95 Table 4.7 The Crosstab Analysis of Demographic of Religion…………………….. 96 Table 4.8 The Crosstab Analysis of Demographic of Nationality…………………. 98 Table 4.9 The Crosstab Analysis of Demographic of Monthly Income Level…….. 100 Table 4.10 The Crosstab Analysis of Demographic of Education Level………....... 102 Table 4.11 The Analysis of Crosstab: Facial Cosmetic Surgery Based on Each Location of Bumrungrad International Hospital & Siam Laser Clinic………………………………………………………………...... 105 Table 4.12 The Analysis of Crosstab: Rhinoplasty (Nose) Cosmetic Surgery Based on Each Location of Bumrungrad International Hospital & Siam Laser Clinic……………………………………………………… 106 ix LIST OF TABLES (Continued) Page Table 4.13 The Analysis of Crosstab: Eyes Cosmetic Surgery Based on Each Location of Bumrungrad International Hospital & Siam Laser Clinic………………………………………………………………… 107 Table 4.14 The Analysis of Crosstab: Neck Cosmetic Surgery Based on Each Location of Bumrungrad International Hospital & Siam Laser Clinic………………………………………………………………… 108 Table 4.15 The Analysis of Crosstab: Neck Cosmetic Surgery Based on Each Location of Bumrungrad International Hospital & Siam Laser Clinic………………………………………………………………… 109 Table 4.16 The Analysis of Crosstab: Neck Cosmetic Surgery Based on Each Location of Bumrungrad International Hospital & Siam Laser Clinic……………………………………………………………… 110 Table 4.17 The Analysis of Crosstab: Cosmetic Surgery Based on Each Location of Bumrungrad International Hospital & Siam Laser Clinic……….. 11 1 Table 4.18 The Analysis of Crosstab: Cosmetic Surgery Based on Each Location of Bumrungrad International Hospital & Siam Laser Clinic………. 112 Table 4.19 The Analysis of Crosstab: Cosmetic Surgery Based on Each Location of Bumrungrad International Hospital & Siam Laser Clinic……….. 11 4 Table 4.20 The Analysis of Crosstab: Cosmetic Surgery Based on Each Location of Bumrungrad International Hospital & Siam Laser Clinic………... 115 Table 4.21 The Analysis of Crosstab: Cosmetic Surgery Base on Each Location of Bumrungrad International Hospital & Siam Laser Clinic. Have you been considering surgery but not made your mind up yet?................ 116 Table 4.22 The Analysis of Crosstab: Cosmetic Surgery Based on Each Location of Bumrungrad International Hospital & Siam Laser Clinic. Have you been considering surgery but not made your mind up yet?.......... 117 x LIST OF TABLES (Continued) Page Table 4.23 The Analysis of Crosstab: Cosmetic Surgery Based on Each Location of Bumrungrad International Hospital & Siam Laser Clinic. Have you been considering surgery but not made your mind up yet?............... 118 Table 4.24 The Analysis of Crosstab: Cosmetic Surgery Based on Each Location of Bumrungrad International Hospital & Siam Laser Clinic. Have you been considering surgery but not made your mind up yet?..... 119 Table 4.25 The Analysis of Crosstab: cosmetic surgery based on each location of Bumrungrad International Hospital & Siam Laser Clinic. Have you been considering surgery but not made your mind up yet?............... 120 Table 4.26 The Analysis of Crosstab: cosmetic surgery base on each location of Bumrungrad International Hospital & Siam Laser Clinic…………....... 121 Table 4.27 The Analysis of Crosstab: cosmetic surgery based on each location of Bumrungrad International Hospital & Siam Laser Clinic………....... 122 xi LIST OF FIGURES Page Figure 1.1 Value of Beauty Market divided by Region, Year 2012-2018…………. 3 Figure 1.2 The Number of Services used of Thailand Medical Tourism Market Share, by Treatment Type in 2018……………………………………... 4 Figure 1.3 Countries with the Largest Total Number of Cosmetic Surgeries Dealing in 2017………………………………………………………….. 5 Figure 1.4 Proportion of the Use of Beauty Products by Age…………………........ 5 Figure 1.5 Eyelid Surgery…………………………………………………………... 7 Figure 1.6 Lateral Canthopexy……………………………………………………... 8 Figure 1.7 Lip Reduction (Youthful lips and Aging Lips)…………………………. 8 Figure 1.8 Nose Surgery or Rhinoplasty (Augmentation)………………………….. 9 Figure 1.9 Positioning of Jaw Reduction…………………………………………... 10 Figure 1.10 Positioning of Jaw Augmentation…………………………………....... 11 Figure 1.11 Thesis Outline…………………………………………………………. 20 Figure 2.1 Maslow’s Hierarchy of Needs Five Stages Pyramided…………………. 24 Figure 2.2 Brand Awareness……………………………………………………...... 29 Figure 2.3 Brand Loyalty…………………………………………………………... 31 Figure 2.4 A Simple Representation of the Tricomponent…………………………. 32 Figure 2.5 Beliefs…………………………………………………………………... 35 Figure 2.6 Customer Satisfaction…………………………………………………... 41 Figure 2.7 Conceptual Framework…………………………………………………. 48 Figure 4.1 The Summarized Hypothesis Result that Influence Patients’ Choice Decision ……………………………………………………………...... 91 CHAPTER 1 INTRODUCTION Introduction In this chapter the author in brief describes background related to the matter of research which are cosmetic surgery industry analysis that related to the statement of problem is recommend followed by the purposes of this thesis. In this chapter also provided the importance of study, scope of study, focus of study and limitation of study. This thesis for studied in the factors that influence patient’s choice decision receiving cosmetic surgery: a case study of Bumrungrad International Hospital and Siam Laser Clinic in Bangkok, Thailand. In a present day, the cosmetic surgery industry in Thailand is a fast growing business because Thailand is the destination of medical tourism and there are various cosmetic surgery service providers, some cosmetic surgeon has their own business after their full-time job to get
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