INTEGRATING PRINCIPLES OF SERVICE MARKETING AND SERVICE OPERATION MANAGEMENT IN LONG TERM CARE : THAILAND CONTEXT
Keywords:
Service Marketing, Elderly Care, Long-term Care, Service Operation Management, Service QualityAbstract
Thailand’s strategic goal as the medical hub and retirement destination have raised awareness on the need to improve patient care and medical standards. The article aims to explore and analyze the fundamental of elderly nursing; long term care in particular; as well as applied a multi-disciplinary synthesis on elderly care’s service management, an integrated approach between the field of nurse and hospitality management. The 3 additional Ps in service marketing concepts; physical evidence, process, and people; are highlighted as important tool to promote the service quality in elderly care in conjunction with the SERQUAL model. This article also suggests a transformation from caregiver to self-care to successfully meet the goals of long-term care purpose. Fundamental concerns, guidelines, and suggestions on how to enhance the quality-of-service management for elderly care and service quality management for Thailand to succeed its goal as the medical hub will also be covered in the article.
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