Evaluation of Factors Affecting the Intention of Cosmetic Surgery: Case of An Binh Hospital

Abstract

This study hopes to identify, measure, and analyze factors related to customers’ intention to have cosmetic surgery, helping medical facilities improve their ability to meet customer needs. 207 questionnaires were collected online from customers at An Binh Hospital, processed, and analyzed using statistical software. Research shows that “subjective norms” are positively and strongly related to “customers intentions.” Finally, the study proposes practical practices for plastic surgery service providers to exploit advertising activities and disseminate information more appropriately and effectively to customers, with the goal of gradually changing the perceptions of customers. Many people have opinions about plastic surgery. The results of this study are also a reference for research in the same field and help medical facilities improve their ability to meet customer needs.