The Factors Influencing Customer Willingness to Choose the Non-chain Pet Hospital in Chongqing

The purpose of the research were to study the level of services marketing strategy and factors affect consumers to choose a non-chain pet hospital in Chongqing. The project combined 7Ps marketing theory to analyze the current situation of pet hospital marketing services. Then, through a questionnaire survey and using the 7Ps marketing theory to learn about the correlation strength between each service sector and their willingness (customer’s attention, intention, desire, and purchase decision) to choose the pet hospital from a consumer perspective. The reliable questionnaire was developed based on the in-depth interview from the executive of the non-chain pet hospital in Chongqing, experts, and a university professor on the current status data of service marketing processes, establishment history, investment, revenue, organizational information, business development, business performance, clinic technologies. The samples collected were the costumers and potential costumers around the area of the non-chain hospital, using Taro Yamane’s formula at a tolerance level of 0.05. The data were analyzed by using descriptive statistics of percentage, mean, and inferential statistics of regression analysis. The research revealed that: the most important factors for them were the product, which included the hospital’s various services, and the people, which included the doctor, nurse, and medical staff. The product factor had a significant and positive effect on all the dependent variables, except for the hospital’s surgical diagnosis and treatment services, which only affected the intention. The price factor had a significant and positive effect on only two dependent variables: attention and desire. The place factor had a significant and positive effect on only one dependent variable: physical evidence. The promotion factor had a significant and negative effect on only two dependent variables: attention and intention. The people factor had a significant and positive effect on all the dependent variables, except for desire. The process factor had no significant effect on any of the dependent variables. The physical evidence factor had a significant and positive effect on only one dependent variable: desire. In conclusion: the products and people were the most important factor for customers, pet hospital should ensure that their products meet the customer’s needs and expectations, and that the people could offer a range of services that cater to different types of pets and situations.