Title: Guidance for sustainable development for elderly service business in Thailand

Authors: Nattarikarn Kaewkorathr; Thanasuwit Thabhiranrak

Addresses: lnok Suan Sunandha Rajabhat University, Bangkok, Thailand ' lnok Suan Sunandha Rajabhat University, Bangkok, Thailand

Abstract: The purpose of this research is aimed at: 1) studying the level of operation success of the elderly service business in Thailand, consisting of management policy, service quality and 7Ps marketing strategy; 2) studying the influence of management policy, service quality and 7Ps marketing strategies affecting the operational success of the elderly service organisations in Thailand. The samples consisted of 440 people. The results of the research showed as follows. Firstly, the operational success levels of the elderly service business in the aspects of the management policy and service quality were rated at the medium level. Meanwhile, 7Ps marketing strategy and success of business operations were rated at the high level. Secondly, the management policies and 7Ps marketing strategies have an impact on the success of organisation's operations.

Keywords: management policy; marketing strategy; organisation operation; Thailand.

DOI: 10.1504/IJSSM.2021.123211

International Journal of Sustainable Strategic Management, 2021 Vol.9 No.2, pp.161 - 169

Received: 16 Nov 2020
Accepted: 08 Jun 2021
Published online: 01 Jun 2022 *

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