A Study of the Business Plans of Music Recreation Centers for the Elderly in Bangkok Metropolitan Region

บทคัดย่อ

          This research aims to: 1) Explore the market demand for educational business plans for music service centers for the elderly in Bangkok and its vicinity. 2) Study the business opportunities and risks for music service centers for the elderly in Bangkok and its vicinity. 3) Propose a business plan for music service centers for the elderly in Bangkok and its vicinity. The population and sample group used in this research are elderly individuals aged 60 and above in Bangkok and its vicinity, totaling 400 people, and owners of music service center businesses for the elderly in Bangkok and its vicinity, totaling 5 people. The research tools used include questionnaires, data analysis using frequency statistics, percentages, averages, standard deviations, t-tests, one-way ANOVA, and multiple regression analysis, as well as interviews and content analysis. The research findings are as follows: Market demand exploration for educational business plans for music service centers for the elderly in Bangkok and its vicinity revealed that the majority of service users are retired females with moderate incomes. They often use the services for short periods frequently in a month, spending around 1,000-5,000 Baht per visit. Most of them learn about the services through recommendations from family or friends. The primary reasons for using the services are for physical and mental well-being. Service quality in terms of responsiveness, confidence, and business integrity is highly valued. Statistical hypothesis testing revealed that physical characteristics significantly affect service quality, while demographic factors and service usage behavior do not have statistically significant impacts on service quality at the 0.05 level. Business opportunities and risks for music service centers for the elderly in Bangkok and its vicinity show that these businesses focus on creating enjoyable music environments for the elderly and developing health-enhancing skills. They emphasize satisfaction and value in service delivery, addressing issues such as low income, high service costs, and difficult service access using marketing strategies and technology to enhance service efficiency. The proposed business plan for music service centers for the elderly in Bangkok and its vicinity emphasizes special courses for the elderly, health and happiness enhancement, providing services in a warm atmosphere, affordable prices, convenient locations, online channels, advertising, customer and partner relationship development, along with activities and CSR initiatives to build confidence and excellence in the market.