Guidelines to Develop a Service Marketing of Elderly Nursing Homes in Bangkok.

Abstract

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.