VALUE CHAIN MANAGEMENT OF MEDICAL BLENDERIZED DIET FOR ELDERLY WITH CHRONIC DISEASES: CASE STUDY OF MAHAESAK HOSPITAL

Abstract

                The purpose of this study were to study the value chain process including developing plan for increasing value of medical blenderized diet for the elderly with chronic diseases in Mahaesak hospital. The research methodology was both quantitative and qualitative design and the research instruments were composed of 2 method, the deep interview for personnels who involved in value chain system for medical blenderized diet and the questionnaire for elderly people with chronic diseases who were treated at Mahaesak hospital. The results found that consumer behavior and buying decision were mostly depended on the physicians and caregivers (69.49%). Factor that had most influent for the purchase decision was the marketing communication (79.65%) The deep interview of value chain personnels shown that in the primary activity ,inbound logistic process, operation process and sales and marketing process were need the urgency renovation, and  also in the secondary activity, technology development process, procurement and human resource development process were need respectively.