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Abstract

The purposes of this research were to study the level of image perception of private hospitals, study the level of loyalty, study demographic characteristics that affect the loyalty of service users, and study the image perception that affects the loyalty of service users of Bangkok Hat Yai Hospital. Hat Yai District, Songkhla Province. According to the study, the samples used in this study were People who have used the services of Bangkok Hospital Hat Yai District, Songkhla Province, calculated the sample size using Yamane's formula, totaling 400 people. The research instrument used in this study was a questionnaire. The statistical analysis of frequency, percentage, mean, standard deviation, t-test, one way ANOVA and multiple regression analysis.The results of the research found that 1) the Image perception of private hospitals by users of Bangkok Hospital Hat Yai, Hat Yai District, Songkhla Province was a high level of image perception ( =3.98, SD=0.67) 2) the loyalty of users of Bangkok Hospital Hat Yai, Hat Yai District, Songkhla Province was at the high level ( =3.75, SD=0.44) 3) Demographic characteristics, including age, status, and monthly income, differed in loyalty with statistical significance at the .05 level 4) Image perception affects the loyalty of service users of Bangkok Hat Yai Hospital, Hat Yai District, Songkhla Province, overall, at 49 percent (R2 = 0.490). Image perception consists of the medical team and personnel in the hospital, medical services, the reputation of the hospital, and modern technology and medical equipment significantly affect the loyalty of users at Bangkok Hospital Hat Yai, Hat Yai District, Songkhla Province. Statistically significant at the 0.05 level.?????????????????????????????? 1) ?????????????????????????????????????????? ??????????????????? 2) ?????????????????????????????????????????????????????????????? 3) ????????????????????????????????????????????????????????????????????????????????? ???????????? ???????????? ????????????? ??? ??????????????????????????????????????????? ???????????? ???????????? ???????????????????????????????? Yamane ???????????????????????????? ????? 400 ?? ???????????????????????????????????????????? ??????????????????????????????? ?????? ?????????? ????????? ????????? ??????????????????????? ???????????????????????? (One-Way ANOVA) ???????????????????????????????? (Multiple Regression Analysis) ??????????????? 1) ?????????????????????????????????????????????????????????????????????? ???????????? ???????????? ?????????????????????????????? ( =3.98, SD=0.67) 2) ??????????????????????????????????????????????? ???????????? ???????????? ?????????????? ( =3.75, SD=0.44) 3) ?????????????????????? ?????? ???? ??????? ?????????????????????????????????????????????????????????????????????????????????? 0.05 ??? 4) ????????????????????????????????????????????????????????????????????????? ???????????? ???????????? ?????????????????? 49 (R2 = 0.490) ??????????????????????????????? ????????????????????????????????? ??????????????????????????? ????????????????????????? ???????????????????????????????????????????? ??????????????????????????????????????????????????????? ???????????? ???????????? ??????????????????????????????? 0.05