長期照護機構住民關係行銷與消費行為之探討

A Study of Relationship Marketing and Customer Behavior in Long-Term Care Facilities

林容瑜(lin jung yü)

指導教授 ： 李俊鴻

亞洲大學/管理學院/國際企業學系碩士班/碩士(2007年)

摘要

社會大眾對長期照護的需求與日遽增，重視機構與住民的互動與解決原住民的各項問題將有助於產生良好的關係品質與關係結果，而透過良好的關係行銷活動將能維繫著住民與機構之關係。本研究主要探討長期照護機構住民在關係行銷與關係品質及關係結果的認知因素和關聯性，並分析影響長期照顧機構住民需求的相關因素，不僅有助於學術界對關係行銷理論及應用的瞭解，亦有助於長期照護機構擬定較佳的關係行銷策略。 研究結果發現：(1)關係行銷認知在住民的「婚姻狀況」、「宗教信仰」及「行動能力」上有顯著差異、(2)住民對本國籍照顧服務員的關係行銷服務認同感遠高於外國籍照顧服務員；（3）當長期照護機構提供較佳的「顧客導向」、「關係導向」、「相互揭露」及「服務者特質」時，則住民對照護機構的「滿意度」與「信任感」將越高，亦對照護機構將產生正面且顯著的關係持續性。（4）「年齡」較高、「收入」較低及「行動能力」較不便的住民對長期照護機構的入住需求將越高。

關鍵字

長期照護機構、關係行銷、關係品質、關係結果

並列摘要

The rate of aged population higher and the demand of long-term care services increased. It’s very important to regard the interation between the long-term facilities and residents, and resolve the residents’s practical problems. This way will be benefit to create the perfect relationship quality and relationship outcome. And perfect relationship marketing activity will maintain the good relationship between the long-term care facilities and residents. The study focused on the long-term residents’s cognition and correlation on relationship marketing, relationship quality, and relationship outcome. In this paper we also present a further analysis of the correlation factors of residents choosing the long-term care facilities .The study may lead to be a better understanding and application of the relationship marketing for academy .It is useful for the long-term care facilities to apply our findings and to make a better relationship marketing strategy.
Results of this study shows : (1) The residents＇s 「marriage status」, 「religion brief」, 「mobile ability」will affect the relationship marketing cognition. (2) The residents would more like the native staffs than the foreign staffs in relationship marketing service identification. (3) When the long-term care facilities offer better 「customer orientation」,「relationship orientaion」「, interactive disclosure」,and 「staff presonality」, the resisdens would give higher 「satisfation」and 「trust relatioship」in long-term care facilities. And the residents would continue to maintain the positive and conspiculous relationship with the long-term care facilities. (4) When the residents have 「older age」,「lower income」,and 「disable mobile ability」 features, they would increase the need of the long-term care facilities.

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