FACTORS AFFECTING THE DECISION TO USE THE NURSING HOME FOR THE ELDERLY IN BANGKOK

Abstract

Abstract

The objectives of this research article were 1) to study personal factors in terms of gender, age, education, status and income that affect the decision to choose the nursing home service for the elderly 2) to study the mix of factors in 7 aspects of service marketing (7Ps) that affect the decision to choose the nursing home for the elderly. This research is a quantitative research. The population of 400 people in the study were those who used to use services or who were involved in the decision to use the nursing homes for the elderly in Bangkok. with the age of 30 years and over.

The results of a study on personal factors of 400 respondents, regarding gender, found that most of them were female. For age, it was found that most of them were aged 40-49 years. In term of educational qualifications, it was found that most of them had a bachelor's degree or equivalent. In terms of occupation, it was found that most of them were company employees. In terms of monthly income level, it was found that most of them have monthly income of 35,001-45,000 baht. Factors affecting the decision to choose the nursing home for the elderly in Bangkok can be summarized as 2 things. Firstly, personal factors in terms of gender, age, education, status and income affecting the decision to use the service of the nursing home for the elderly. Secondly, the 7 aspects of service marketing mix (7Ps) that affect the decision to choose the nursing home service for the elderly as; service or product mix, price mix, distribution channel mix, staff mix, and the service process mix Regarding to the marketing mix and physical characteristics mix, there was no effect on the decision to choose the nursing home for the elderly