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Abstract
The aim of this qualitative research was to explore the perceptions of healthcare staff who
have worked at primary health care units (PCU) on: 1) the meaning of service quality provided
by the primary health care unit and 2) factors affecting the service quality. Data was collected
by in-depth interview from 7 healthcare staff who work at PCU in Ratsada and Huai-yot,
Trang province. Content analysis was performed for data analysis. The result was as follows:
1. The meaning of service quality was the care providing based on:
1) high competent staff
2) sufficient instrument and medicine
3) appropriate building and environment
4) good service behavior
5) confidence and believe in healthcare staff
6) satisfaction customer
2. There were six factors affecting service quality as provided by PCU
1) provider knowledge
2) service behavior
3) number and position of staff
4) PCU management
5) sufficient instrument and medicine
6) appropriate building and environment.
Keywords :
Service Quality; Factor Affecting Service Quality
