The Service Marketing Strategy Model of Long Stay Business for the Aging in Thailand

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Saijai Sitthikun
Yaowapa Pathomsirikul

Abstract

The purpose of this research are to find out the service marketing strategy model of long stay business for the aging people in Thailand. This research combined both qualitative research and quantitative research. The data were collected using questionnaire, in-depth interview and focus group. The structural equation modeling: SEM was employed to test the research hypothesis. The results showed the factors influencing the achievement of the long stay business for the aging in Thailand both Thais and foreigners. These factors include service marketing strategies factors, cultural and social factors, and the psychological factors. The most important element for the aging Thais is the psychological factors, while the most important element for the aging foreigners is the service marketing strategies which have a direct effect on both psychological factors and achievement of long stay business for the aging people. All factors are of good fit with empirical data in both model.

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Research Articles