MARKETING STRATEGIES OF PRIVATE NURSING HOME IN THAILAND
Keywords:
Marketing Strategy Model, Private Nursing Home, Older PersonAbstract
The objectives of this research article were to 1) analyze the components of external and internal environmental factors, service marketing factors and the achievement of the private nursing home in Thailand 2) analyze the influences of external and internal environmental factors, service marketing factors towards the achievement of the private nursing home in Thailand, and 3) present strategic marketing model of the private nursing home in Thailand. It was mixed-method research. The population was the purchasers of the service, or an older person, age ranging from 60 to 80 years who had been using the service for at least one month in private nursing homes during February to March 2020 in 73 locations across the country registered with the Department of Business Development, Ministry of Commerce 2017. The 422 samples were selected according to the sizes of the nursing home as follows: three of small size, 56 of medium size and 14 of large size establishments. The questionnaire was used as a research tool. Data were analyzed using descriptive statistics and structural equation model analysis. The qualitative research was done using an in-depth interview form to interview 10 executives from high-performance achievement private nursing homes. The content was analyzed to assess the strategy used in administration. The results of the research revealed the marketing strategy of the private nursing homes in Thailand consisted of external influencing factors which private nursing homes should give importance to economic conditions; internal influence factor which they should give importance to building users’ motivations, affecting their decisions to use the service; marketing factor which they should give importance to a channel of distribution strategy; and the achievement of the private nursing home which they should give importance to quality criteria and marketplace criteria. The importance should be given as the establishments used them as their main techniques for evaluating the achievement of the private nursing home business in Thailand.
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