The Influence of Service Marketing Mix Quality and Service Quality on Customer Satisfaction of Private Elderly Care Centers in Bangkok

Abstract

This research has the objectives to study demographic factors service marketing mix and quality of service influencing satisfaction of Private Elderly Care Center users in Bangkok. The sample group was people who used private elderly care facilities in Bangkok. Which the sample group obtained. The researcher chose to use stratified sampling and simple sampling. By selecting a district that has an elderly care facility located in that district, 10 districts were chosen. The proportion of the sample was determined according to the proportion of the number of private elderly care facilities in each district. A total of 400 samples were 95% confidence level and 5% level of error. The questionnaire was used as a tool for data collection. Descriptive statistics were used to analyze the data: percentage, mean, standard deviation and multiple regression analysis.

The results of this research found as follows: 1. Demographic factors such as gender, age, income, status, education level had an influence on satisfaction of private elderly care facility users. Objective 2. Service marketing mix factors, namely product aspect distribution channels marketing promotion aspect, person aspect, physical appearance aspect Process Influencing the satisfaction of service users of private elderly care facilities in Bangkok. The service marketing mix factor is the personal side that has the most influence on the satisfaction of the private elderly care facility users in Bangkok (B=.294 Bata=.301) at the statistical significance level of 0.05. purpose 3. The service quality factors were the concreteness of the service (B=.115 Bata=.132), the reliability of the service (B=.103 Bata=.113), the response to the needs of the service recipients (B=.103 Bata=.113). (B=.126 Bata=.142) Confidence to customers (B=.284 Bata=.314) and psychological accessibility of service recipients influenced the satisfaction of service users of private elderly care facilities in Bangkok. The service quality factor, namely, access to the mind of the service recipients, had the most influence on the satisfaction of the private elderly care center users in Bangkok (B=.284 Bata=.304) at the statistically significant level .05.