Integrated Marketing Communication Model of Elderly Care Business in Thailand

Abstract

Abstract                         

This research was to classify factors of the integrated marketing communication strategy model for the elderly care business in Thailand. The researcher constructed a questionnaire to collect data from 497 entrepreneurs of elderly care business in Thailand. The data were statistically analyzed by frequency distribution, percentage, exploratory factor analysis (EFA) and confirmatory factor analysis (CFA). The obtained findings indicated that most of elderly care business in Thailand was registered as a sole proprietor business with a capital of less than three million baht. They aimed at health and convalescent care for the Thai elderly only. The average number of employees in the organization was 7.46 and the average business operations period was 8.32 years. The business location was in both Bangkok and provincial cities with similar population size. The result of the exploratory factor analysis performed on the obtained data indicated seven factors as 70.806% of variance calculated to form an integrated marketing communication strategy model for the elderly care business in Thailand.  It should be noted that the model appeared to fit in the confirmatory factor analysis performed on the data and consistently contained seven factors from forty-four indicators.

 Keywords: Exploratory Factor Analysis, Confirmatory Factor Analysis, integrated marketing communication model, elderly health care business