Successful Marketing Strategy for Senior Home Services

Abstract

The objectives of this research were to study situation of senior homes’ services in Thailand and to study real demand of seniors towards to marketing strategy of the senior home entrepreneurs. This research was a quantitative design used survey questionnaire to collect data from 400 senior people who were aged 55 years old and above. Descriptive statistics were used to analyze the obtained data and inferential statistics were used to analyze the relationship of data variables and to test the hypothesis at 0.05 level of significance. The findings found that majority of the respondents were males, aged between 55–60 years old, had incomes between Baht30,001 to Baht40,000 per month, service charges ranked between Baht15,001 – 20,000 permonth, and self-paid for the service charges at senior homes. Factors which influenced the selection were convenience for transportation, service charges when compare to the quality of service received, had various distribution channel, had rewards when introduced other clients, had convenience store, canteen, laundry, and internet. In addition, the respondents placed importance on staffs, universal equipment for the seniors. The respondents were impressed in services received from the current senior homes and confirmed to continue using the current services. The results from hypothesis tests found the relationships between senior home current marketing strategies and performance of the senior homes. Finally, the results found relationships between products and services and loyalty. the respondents confirmed that they would introduce other clients to use services at the present condition of service. The findings found that general situation in changing social cultural structure and living conditions, the highly, competitive economy was important for senior home services.