Social media utilization and customer satisfaction on physical therapy business in Chiang Mai province, Thailand

Abstract

Nowadays, social media has influenced many businesses worldwide, including in Thailand. Utilization of those social media tools also leads to a positive response to various businesses as well as the rapid popularity and widespread distribution of physical therapy (PT) clinics in Chiang Mai province. But the social media presence and customer satisfaction remain unclear. Therefore, the aims of this study were to identify the social media utilization and customer satisfaction among PT businesses in Chiang Mai province, Thailand. The survey research method was used to collect data from 15 PT business owners from three PT business types: private clinics, government hospitals, and private hospitals. The Social Medical Utilization Index (SMUI) was derived from the platform usage score (PUS), content frequency, and engagement level score (ELS). In addition, the satisfaction of 102 customers with experience across three business types was examined, comprising four components: service quality and clinical care (QC), communication and interaction (CI), facility and accessibility (FA), and overall experience (OE). Finally, the model fit and influences were analyzed.15 PT business owners reported regularly using Facebook and Line, particularly in private clinics and hospitals. The overall SMUI results were 55.3±10.9%, calculated from 43.2±9.53% for PUS, 56.8±14.3% for CFS, and 52.4±11.1% for ELS. Comparing three business types, the PUS, CFS, ELS, and SMUI were not statistically different. In addition, satisfaction was measured among 102 customers: private clinic (n=54), government hospitals (n=27), and private hospitals (n=21). Customers regularly used Facebook and Line within private clinics. When the model fit was approved, the significant positive influences of four components, QC, CI, FA, and OE, on customer satisfaction were presented. This study concludes that SMU among private clinics and private hospitals is moderate, indicating significant opportunities for improvement, whereas in government hospitals, it is poor or inconsistent. However, customer satisfaction remains high across all business types: quality and care, communication and interaction, facility and accessibility, and overall experience, except in government hospitals in Chiang Mai Province.