Marketing Mix Factors Influencing the Decision to Use Overnight Palliative Care Service for Pets in Samut Sakhon Province

Abstract

This research aims to study the demographic factors and service quality that influence decisions to use palliative care services for terminally ill pets in Samut Sakhon. It also aims to analyze the relationship among service quality, word-of-mouth referrals, and repeat service usage.This analysis will provide guidelines for developing business strategies that effectively meet the needs of pet owners.Data were collected through questionnaires administered to a sample of 400 individuals residing, working, or studying in Samut Sakhon province, using purposive and convenience sampling methods.Data were analyzed using a t-test and one-way ANOVA at a statistical significance level of 0.05.

The findings revealed that most respondents recognized the importance of 24-hour care for sick pets, emphasizing the need for qualified personnel to enhance pets’ quality of life in their final stages. This reflects a strong demand for and trusts in palliative and end-of-life care services for pets. Respondents expressed high levels of satisfaction and confidence in existing facilities, along with a strong intention of repeat use, indicating reliability and quality of palliative care services within the province. In terms of demographic factors, gender, age, education level, and occupation significantly influenced the decision to use such services (p < 0.05), whereas marital status and income showed no significant effects. These insights can contribute to the development of targeted marketing strategies and the improvement of service design to better address the diverse needs of different demographic groups.

Regarding the marketing mix (7Ps), multiple regression analysis identified six significant factors (Sig. < 0.05) influencing customers’ decisions: product and service quality, distribution channels, people, service processes, physical evidence, and convenience. All factors were rated as highly important, underscoring customers’ expectations of service quality, accessibility, and value. The study highlights that service quality, convenience, transparency, and strong customer relationships are key factors to attracting and retaining clients. The results provide valuable guidance for developing effective marketing and management strategies to enhance the competitiveness and sustainability of overnight animal hospice and palliative care businesses.