Service Innovation for the elderly: Wellbeing Buddy for accessing healthcare services in an aging society in Songkhla province
DOI:
https://doi.org/10.55164/ecbajournal.v18i4.287725Keywords:
Elderly, Willingness To Pay, Innovation, Aging Society, Wellbeing BuddyAbstract
The rapid tempo of working life and the aging society have resulted in a lack of time for family members to care for elderly and chronically ill patients, including transporting them to medical appointments. This research studies the problems of transportation, willingness to pay, and factors influencing the decision to use an innovative service for the elderly: Wellbeing Buddy, a comprehensive transportation service for the elderly to healthcare facilities. A mixed-methods research approach was employed, combining in-depth interviews and surveys with a sample of 2,400 elderly individuals and their caregivers in Songkhla Province. Data were analyzed using descriptive statistics and logistic regression analysis, with the CVM technique used to assess willingness to pay. The results showed that the target group preferred going to large hospitals rather than local community health centers, but lacked quality public transportation services. Approximately 50% of the sample expressed a desire to use the service, with an average willingness to pay 560 baht per trip. Significant factors influencing service choice included household income, owned vehicle, and allocated travel budget. This reflects users' consideration of the opportunity cost of time and their perception of this innovation as a service that improves quality of life. However, some elderly individuals believe the government should alleviate the financial burden; therefore, local authorities should play a role in building trust and subsidizing some of the service fees to ensure equitable access to healthcare for middle- and low-income elderly groups.
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