Applying Psychic Distance to Services Internationalization: A Case Study of Thai Caregivers and Japanese Elderly

This study applied psychic distance concept to the internationalization of healthcare service. The findings found that the psychic distances perceived by Japanese elderly and Thai caregivers toward their counterparts were asymmetric and varied across dimensions. Moreover, the respondents’ experience with a country affected their psychic distance toward that country. These findings extend the theoretical lens by clarifying the key characteristics of psychic distance, especially in international service, that psychic distance from service providers’ and recipients’ perspectives affect service expectation and performance. It also suggests practitioners to arrange working environments and training program to satisfy service providers and recipients.