Key influential factors on consumer's post-purchasing decision and satisfaction in Bangkok dogs' boarding kennels (hotel) and swimming pool business.

Abstract

Pets market has been growing significantly in Thailand. There are many emerging business in the pet service market, especially the new business like pet one-stop superstore, pet hotel, spa and swimming pool etc. The service related to dogs like dogs’ boarding kennels (resort) and swimming pool business are becoming popular where they require significance amount of start-up investment and fixed cost to maintain facility. Therefore, without comprehending what are customers’ needs and wants, some of these businesses will not survive after launching. This research study focuses on what are the post-purchase behavior and satisfaction as the outcome from a target group who has used dogs boarding kennel and swimming pool service in Bangkok. To explore these questions, a qualitative study is carried out through in-depth interviews. Through the interviews with 12 respondents, the findings explain the post-purchasing behavior with consideration of pet-human relationship. Furthermore, through exploration of customer’s expectation, influential attributes that lead to customer satisfaction in these pet-related services are also indicated. The findings and implications from this research can be utilized by practitioners to find suitable marketing strategy for their businesses. Beside, researchers can use the findings as a foundation to expand their research to generalize these findings in their future studies.