| Summary: | 碩士 === 臺灣大學 === 高階公共管理組 === 95 === A change of living style has stimulated the development of Postpartum Rest Centers. Under high competitive market, market differentiation gradually becomes the most important strategic consideration. However, how to differentiate market relies highly on how to design services that satisfy maternities’ needs. Because Postpartum Rest Centers are in a high fixed cost industry, profit can be increased and operating risk can be reduced if unique services could be designed before investment. The main purpose of this study is to develop unique Postpartum Rest services by understanding consumers’ preferences to Postpartum Rest Center through Conjoint Analysis and structured questionnaire.
After review literature related to service differentiation and Postpartum Rest Center management, two structured questionnaires were developed by the researcher. The first questionnaire surveyed 500 pregnant women and extracted important services attributes from factor analysis. Information collected from first survey was used to design the second questionnaire which aimed at gathering data for conjoint analysis so that consumer preference could be understood. All samples took second survey must complete first questionnaire and lived in Postpartum Rest Centers.
Results of this study indicate that: 1. price, relative to other attributes of Postpartum Rest service, is the most important attribute, in terms of utility(15.83); followed by providing postpartum diets(14.11) and baby room facility(11.81). 2. Space and related attributes are the least important ones, such as hardware and space of a postpartum rest center. 3. although samples were divided into two resident/non-resident of Taipei, the importance of each service attributes does not change much, first is price, then postpartum diets and baby room facility.
Based upon these findings, several managerial implications can be concluded: 1. Price of postpartum service is still the most important service attribute that no managers of a postpartum rest center should ignore. 2. Traditional service attributes, such as postpartum diets, still needed to be included in postpartum services. 3. baby room facility is also a relative important attribute to postpartum service because most maternity are very concern with this facility disregard differences of their background.
|
|---|
