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Relationship status: It's complicated: En undersökning i hur äldreboenden kan stärka relationen till sin målgrupp
Mälardalen University, School of Business, Society and Engineering.
Mälardalen University, School of Business, Society and Engineering.
Mälardalen University, School of Business, Society and Engineering.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Relationship status: It's complicated : A study of how retirement homes can strengthen the relationship with their target audience (English)
Abstract [sv]

Frågeställning: Vilka behov behöver tillfredsställas hos de boende och anhöriga för att stärka en relation till äldreboendet? Kan digital marknadsföring användas som metod för att stärka relationer och i så fall hur?

Syfte: Syftet är att undersöka hur relationen mellan äldreboende och deras målgrupp kan stärkas.

Metod: Ansatsen har varit en deduktiv ansats och en kvalitativ metod har använts där sju semistrukturerade intervjuer har genomförts.

Slutsats: Resultatet visar på fem faktorer som samtliga respondenter identifierat skulle tillfredsställa deras behov. Dessa fem faktorer är identifierade som: smak- och näringsrik kost, närheten till natur och möjlighet att komma ut, trygghet i form av kompetent personal, socialt umgänge, att den boende hamnar i centrum samt mental stimulans. Dessa faktorer kan kopplas till samtliga behovssteg i Maslows behovspyramid. Resultatet visar generellt på en positiv inställning till digital kanaler som en marknadsföringskanal, dock visar resultatet att de boende inte själva har någon direkt nytta för detta för egen skull, men ser positivt på att deras anhöriga skulle ha värde av det. De anhöriga påvisar en mycket stark bild av att de skulle finna digital marknadsföring värdefullt för dem. Genom att påvisa att behoven ovan är tillfredsställda kan relationen stärkas, då anhöriga inte alltid har möjlighet att fysiskt besöka sina anhöriga. På så sätt kan de anhöriga få en inblick i sin närståendes vardag genom digital marknadsföring utan att fysiskt vara på plats, detta ökar deras känsla av trygghet och tillit till att de närstående har det bra.

Abstract [en]

Research questions: What needs of the elderly and their relatives need to be satisfied to strengthen the relationship with the retirement home? Could digital marketing be employed to strengthen the relationship and in that case how?

Purpose: The purpose is to examine how the relationship between retirement homes and their target audience can be strengthened.

Method: A deductive approach has been used in this report with a qualitative method and seven semi-structured interviews have been conducted.

Conclusion: The study results in five factors that all respondents have identified as factors that would satisfy their needs. These five factors are identified as: a tasteful and nutritious diet; closeness to nature and the ability to be out in the fresh air; safety in form of qualified staff; social interaction; that the elderly is in focus and; mental stimulation. These factors can be linked to every step in Maslow’s hierarchy of needs. The result show an overall positive attitude towards digital channels as a marketing tool. However, the result also shows that the residents would not benefit directly from digital marketing, but are positive that their relatives would find it valuable. The relatives are showing a strong, positive attitude towards the value of digital marketing channels. The above mentioned needs should be in focus in the digital marketing, so that the relatives who do not have the opportunity to visit their elderly as often as they would like may see that their needs are satisfied. That way, the relatives may get an insight in how their relative’s everyday life looks like without being on set in person, which may increase their feeling of safety, and faith in that their relative is in a good place.

Place, publisher, year, edition, pages
2017. , p. 30
Keyword [en]
Relationship marketing, Digital marketing, Retirement homes
Keyword [sv]
Relationsmarknadsföring, Digital marknadsföring, Äldreboende
National Category
Business Administration
Identifiers
URN: urn:nbn:se:mdh:diva-34757OAI: oai:DiVA.org:mdh-34757DiVA, id: diva2:1070646
Supervisors
Examiners
Available from: 2017-03-17 Created: 2017-02-01 Last updated: 2017-03-17Bibliographically approved

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Relationship status: It's complicated: En undersökning i hur äldreboenden kan stärka relationen till sin målgrupp(1106 kB)65 downloads
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