Guidelines to Develop a Service Marketing of Elderly Nursing Homes in Bangkok.
The purposes of this research were 1. to
study and to compare the elderly nursing homes service requirements of the
clients classified by personal information, 2. to study
and to compare the capability to provide services of the elderly nursing homes
classified by the entrepreneur’s information, and 3. to
study the guidelines to develop a service marketing of elderly nursing homes in
Bangkok. The samples were forty elderly nursing homes who were the members of
Thai Elderly Promotion & Health Care Association in Bangkok, two hundred
clients in elderly nursing homes, two elderly nursing homes who a business more
than 5 years and association president of Thai Elderly
Promotion & Health Care Association. The instalment for data collection
were questionnaire and interviewing.forms the data were analysed for frequency,
percentage, mean, standard deviation, t-test and One Way ANOVA.
The
findings indicated that 1. the elderly nursing homes
service requirements of the clients were high in overall image, moreover, when
classified by topics, it was found that the requirements were high in personal,
place and distribution channel, physical, process, pricing, marketing
communications ; descending by average, while the service requirement was
moderate 2. the difference of an elderly nursing homes
service requirement was statistically significant at 0.05
level when classified by educational level, profession and age of the clients,
and 3. the elderly nursing homes entrepreneurs had high
capability to provide services of the elderly nursing homes in overall image ;
and when classified by topic, it was found that the capability was high in
physical, place and distribution channel, personal, process and pricing while
moderate in marketing communications and service ; descending by average 4. classified by an entrepreneur’s information, there was no
difference in an elderly nursing homes service capability between the
entrepreneurs in Bangkok in overall image, and 5. the
guidelines to develop a service marketing of elderly nursing homes in Bangkok,
the entrepreneurs wanted to develop their attendants to be honest, integrity,
diligent, patient and polite. The nursing homes were safe, no disturbing,
light, color and noise. There were convenient channels to ask for service,
effective process for prevention and control communicable diseases. The nursing
home could manage emergency problem effectively, could provide fast and
convenient services. The land scape was large, clean and orderly.
Keyword Elderly Nursing Homes, Service Marketing,
Guidelines to Develop
