老人住宅滿意度之關鍵服務屬性分析

Guest Satisfaction And Critical Service Attributes Of Senior Housing In Taiwan

自2018年起，台灣的老年人口已經超過14%，已然成為高齡社會。對於高齡社會的老人居住需求，目前政府僅提供社會住宅給經濟弱勢的長者，其餘的需求則必須由民間企業提供服務較為完整、但價位較高的銀髮住宅來回應。然而，前述兩項居住空間是否真的有效滿足高齡者所需，則有待更多的研究。因此，本文以營運績效卓越的安養中心為例，應用懲罰報酬比對分析來歸納老人居住空間屬性的三因子分類。實證分析結果發現，僅有保證性可歸納為興奮因子；有形性、可靠性、反應性與關懷性等服務屬性，均非現居者所重視的項目；同時，與環境清潔有關的屬性，則屬於基礎因子。基於研究結果，本文建議政府除了提供硬體設備之外，有必要在社會住宅上投入軟體規畫與營造；在私人銀髮住宅方面，民間企業不需要強調有形性與客製化服務，只要聚焦在專業知識與提升信賴度即可，藉此可降低經營成本與價格，以回應更廣泛的市場需求。

Taiwan's elderly population has exceeded 14% in 2018, and it has officially become an aged society. For the housing needs of the elders, the government only provides social housing for the economically disadvantaged elders, and the remaining needs must be responded to by private enterprises with more complete services but higher-priced senior housing. However, whether these two living units can really effectively meet the demands of the elders needs more research. Therefore, this study conducted a questionnaire survey to interview residents who is living in senior housing with good performance, tried to find out the key service attributes that can effectively meet the needs of customers. In this paper, penalty-reward contrast analysis (PRCA) was applied to induce three-factor structure of attributes. It revealed that assurance-related attributes were categorized into significant excitement factor, while the attributes related to cleaning services were assigned to typical basic factor. The rest factors, which were tangibles, reliability, responsiveness, and empathy, did not affect elders' satisfaction significantly. Based on the results, the notion that software is more necessary than construction for social housing was suggested. In addition, for private senior housing, focusing on professional knowledge and trust was more effective to increase guest satisfaction rather than on tangibles and empathy-related attributes. Such refined products can reduce operating costs and prices to respond to broader market needs.