Development of Organizational-Level Value Creation Indices for Pet Hotel Businesses in Phra Khanong District, Bangkok

Abstract

This study aims to: 1) Examine the operational conditions of pet hotel businesses through a business model framework; and 2) Plan the development of organizational-level value creation performance indices for pet hotel businesses. This study employs a qualitative research approach using a phenomenological method. Data were collected through in-depth interviews with key informants, consisting of 17 entrepreneurs from     17 pet hotel businesses in Phra Khanong District whose businesses had been registered with the Department of Business Development under pet care service activities for no less than five years. The interview data were analyzed using content analysis. The findings reveal that: 1) pet hotel businesses operate across nine components of the business model, including:  (1) Value Proposition, which emphasizes close care and real-time reporting;  (2) Customer Segments, focusing primarily on local pet owners; (3) Channels, utilizing applications and social media platforms; (4) Customer Relationships, employing various promotional activities;  (5) Revenue Streams, derived from core pet boarding services and supplementary services;  (6) Key Resources, consisting of knowledgeable and experienced staff as well as appropriate facilities;  (7) Key Activities, such as health monitoring and facility cleaning;  (8) Key Partnerships, including collaborations with veterinary hospitals and pet grooming services; and (9) Cost Structure, which mainly involves expenses related to resource maintenance and equipment. Furthermore; 2) the organizational-level value creation performance indices comprise six main dimensions: (1) Financial, focusing on income generation through the utilization of household-based resources; (2) Customer, emphasizing customer satisfaction and repeat service usage;  (3) Learning and Growth, highlighting experiential learning in pet care practices;  (4) Social and Environmental, promoting waste management and animal welfare; (5) Hygiene and Safety, addressing disease prevention and the protection of pets from loss or harm; and (6) Convenience, which includes transportation services and the provision of various room designs. This study extends the concept of value creation by integrating business model elements with multidimensional performance indices and provides practical guidelines.