?????????????????????????????????????????????????????????????? ??? ?????????? ??????????????????????????? ?.??????? ?.????? ?????????????????????????? ?????-19

Abstract

For Marketing Mix Factors Affecting The Decision To Use The Drug Stores Service and The Benefits of The Quality Drug Stores Entrepreneurs in Hatyai District, Songkhla Province After The COVID-19 Pandemic is Mixed Method by using quantitative methods to study demographic factors affecting decision to use pharmacy services and the 7P's of service marketing affecting decision to use pharmacy services.The study population is 400 general people who use drug store services of Hat Yai District, Songkhla Province. The data were analyzed using descriptive statistics as frequency, percentage, mean and standard deviation values, Inferential statistical analysis by Independent Sample T-Test , One-Way ANOVA analysis, multiple regression analysis and quality research for studying benefits of participation in the Drug Store Quality Development and Accreditation Project for the Pharmacy Council of Quality Drugstore Entrepreneurs in Hat Yai District, Songkhla Province using the in-depth interview method by purposive sampling. It was found that the 7P's of service marketing affecting decision to use pharmacy services for highest average is product. For the items with the highest average that medicines and products are sold with standards and safety. The decision process steps found that behavioral steps after using the service is the highest average with product quality and good value. For the 7P's of service marketing affecting decision to use pharmacy services statistically significantly consists of price, marketing promotion and creation and presentation of physical characteristics. The benefits of quality drugstore Entrepreneurs in Hat Yai District, Songkhla Province found that benefits of the project that quality pharmacies can participate together such as Common Illness Project that increase reliability, customer estimates and compensation including pharmacy professional standards.

?????????????? ?????????????????????????????????????????????????????????????? ??? ????????????????????????????????????? ?.??????? ?.????? ???????????????????????????????-19 ?????????????????????? (Mixed Method) ???????????????????????????????????????????????????? ???????????????????????????????????????? ??? ?????????????????????????????????????? 7 ?????? ???????????????????????????????????????? ????????????????? ??? ??????????????????????????????? ?????????????? ???????????? ????? 400 ?? ???????????????????????????????????? ??? ?????????? ????????? ????????? ?????????????????????????? ??????????????????????????????????? ??????????? Independent Sample T-Test ??????????????? ??????????????????? (One-Way ANOVA) ???????????????????????????????????????? (Multiple Regression Analysis) ???????????????????????????????????????????????????????????????????????????????????????????????? ??????????????????????????? ????????? ???????????? ???????????? ???????????????????????????? ???????????????????????????????????????????????????? ????? ?????????????????????? 7 ?????? ???????????????????????????????? ???????????????????????????????? ????????????? ????????????????????????????? ??? ?????????????????????????????????? ?????????????? ???????????????????????? ??????????????????????????????????????????????????????????? ??????????????? ???????????????????? ????????????????????????????? ????????????????? ???????????????????????????????????? 7 ?????? ???????????????????????????????????????????????????????????? ??????????????????????? ??? ?????????? 3 ???? ??????????? ?????????????????????? ??? ???????????????????????????????????? ???????????????????? ??????????????? ???????????? ???????????? ????? ??????????????????????????????????????????????????????? ???? ??????? Common Illness ???????????????????????? ???????????? ???????????? ??????????? ???????????????????????????????????????????????????