A Study of Service Marketing Strategies of Long – Term Care Service Institution for the Elderly in Urban Areas and Bangkok

Abstract

Research on the study of Service Marketing Strategies of Long-Term Care Service Institution for the Elderly in urban areas and Bangkok used quantitative method. The sample size used for this study was the elderly (who never used the service of an elderly care institution) in urban areas and Bangkok. The researcher used the purposive sampling method. The research tool was a questionnaire. The statistics used in the data analysis were descriptive statistics and inferential statistics. Demographic factors, psychological factors and service marketing strategies were analyzed by using frequency, percentage, average statistics, and standard deviation. Inferential statistics were used to test hypotheses and the test statistics were independent sample T-Tests, One-Way ANOVA: Analysis of Variance using F-Test statistic and Multiple Linear Regression analysis by Stepwise method. The results of the questionnaire found that most of the samples were female. The age range was between 60 - 64 years old. The current occupation was government service, having income between 20,001 - 30,000 Baht, bachelor's degree, and marital status. In terms of psychological factors, it was found that most of the elderly respondents give the first opinion in personality, saying that children and others in society must look at and feel elderly people are happy in the elderly care institution. In terms of service marketing strategies, it was found that most of the elderly respondents give the first opinion in personnel, saying that the staff in the elderly care institution should be trained to take care of all the elderly, including doctors and nurses, and should be available in the elderly care institution. The results showed that elderly with demographic characteristics of different age, income, education, status, and family characteristics affecting the service marketing strategies of long-term care institution for the elderly in urban areas and Bangkok are significantly different. Conversely, gender and occupation are not statistically significant. In terms of psychological factors, perception, learning, beliefs and attitudes, and personality of the elderly influencing the service marketing strategies of long-term care institution for the elderly in urban areas and Bangkok are statistically significant. On the other hand, the psychological factor of motivation is not statistically significant.