| Summary: | 碩士 === 南台科技大學 === 高階主管企管碩士班 === 97 === Taiwan marched into gradually the old age, fewer babies society. More and more couples after marriage can take live quality comfort as first considers. With changes of the population structure and social pattern, including the factors of later marriage and later pregnancy , the postpartum nursing care center providing such postpartum service have already in place of mother-in-law or the mother domestic functions gradually. In the highly-competitive market, the product and service differentiation is the most important strategy to maintain and enhance the competitive advantage of the postpartum nursing care center.
The data is collected via the questionnaires survey to the pregnant woman who is willing to admit into the postpartum nursing care centers or postnatal woman who recuperates in the postpartum nursing care centers in the great Tainan area. The primary purpose of research is trying to investigate the factors that the pregnant or postnatal woman’s the consumptive motive, service quality, relationships marketing, and perceived risk in relatedness of the desirability to admit into the postpartum nursing care centers. We expect to understand the postnatal feminine more individual demands and using the product design and the marketing plan to promote its market competition superiority. The sample data is processed and analysed by using the statistics soft-ware, SPSS, and the main results of the research is below:
1. The age in 33~37 year-old pregnant and postnatal woman, the occupation is engaged in the finance, the insurance business, the educational background above the technical college and master, the family gross income above 70,000~ 90,000, the nuclear family and the birth rank recovers have higher desirability to admit into postpartum nursing care centers. In addition, both the primary and secondary consider factors to choose a postpartum nursing care center are the quality of babies care, and the third factor of consideration is price.
2. In our analyzing result, there are significant effect between the consumptive motive and the desirability to admit. The pregnant and postpartum women are highest demand to the physiological and information needs, next are social needs, safety and healthy needs, and self-esteem and self-actualization. Moreover, the demand intensity of “the social needs” for triplets' pregnant woman is higher than the first pregnancy woman obviously.
3. The pregnant and postpartum women most take the formatives of “reliability” and “responsiveness” for service quality. The regression analysis showed there are the significant effect between the formatives of “assurance” and the desirability to admission into postpartum nursing care centers. The Pearson correlation analysis also showed there are significant positive relationships between formatives of service quality and desirability to admission.
4. The Pearson correlation analysis showed there are significant positive relationships between the formatives of relationships marketing and the desirability to admission. In regression analysis result, there are significant effect between relationships marketing and the desirability to admission.
5. In the perceived risk, the pregnant and postpartum women are highest concerned about the financial and performance risk. Both Pearson correlation and regression analysis showed there are significant negative relationship and effect between formatives of social with convenient risk and the desirability to admission.
According the research result, we understand the keypoint to manage a postpartum nursing care center and how to provide service for consumers. The research will base on the results listed above to render suggestions and advice to the owners of the postpartum nursing care centers and also expected to provide a clear orientation for establishing postpartum care organization.
|
|---|
