Key success factors for pet service business growth in Thailand: a case study

Abstract

This paper investigates the success factors supporting the growth of pet service businesses in Thailand in the era of the pet humanization trend and intensifying market competition. Employing a qualitative case study methodology, the research focuses on "PawerUp," a pet service provider in Bangkok, utilizing in-depth interviews with the owner, manager, and staff. The study analyzes the business's operations and strategies through the lenses of Economic Value Creation, Differentiation Strategy, and the Job Characteristics Model. Findings indicate that PawerUp's growth and competitive advantage lie in its ability to create economic value through specialized services like Canine Fitness Training, distinct differentiation strategies including unique offerings and exceptional customer service, and a robust organizational culture that fosters high employee motivation and satisfaction across multiple job characteristics. The study concludes that a synergistic combination of value-added service provision, strategic differentiation, and strong job motivation are critical elements for success in the evolving pet service industry in Thailand, offering recommendations for future business development and sustainable growth.