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Postpartum Care Service Experience Model: a Case of Postpartum Home Visiting Services healthcare Article Postpartum Care Service Experience Model: A Case of Postpartum Home Visiting Services Pei-Ping Chang Department of Early Childhood Care and Education, Tzu Hui Institute of Technology, Pingtung 926, Taiwan; [email protected]; Tel.: +886-8-864-7367 (ext. 291) Received: 5 April 2018; Accepted: 15 June 2018; Published: 1 August 2018 Abstract: The choice of postpartum care methods has expanded with changes in population structure and social forms. In addition to the traditional provision of postpartum assistance by senior members of the parents’ family, recent years have also seen a rapid growth in care centers and postpartum home visiting services. Postpartum home visiting services combine the features and services of senior family members’ assistance and postpartum care centers. Therefore, special attention has been drawn to the postpartum care service experience. This study conducted a survey among mothers participating in the Postpartum Home Visiting Service Project of the Social Affairs Bureau of Kaohsiung City Government, Taiwan. The effective sample included 43 participants. Partial least squares (PLS) analysis was performed. The results indicated that the service experience model could comprehensively reflect the relation between consumer experience, experiential value, and experience satisfaction. With regard to practical implications, the results provide postpartum home visiting service providers with a better understanding of consumers’ feelings and, thus, put them in a better position to improve experience through appropriate service methods. Keywords: service experience model; postpartum care; satisfaction 1. Introduction Traditionally, postpartum care behaviors have been widely maintained in Chinese society and are considered important from the perspective of maintaining customs and one’s health. Therefore, postpartum care has not been affected or destabilized by time. Postpartum care requirements have received more attention due to changes in family structure and a low birth rate, giving rise to various new forms of postpartum care services and providing women with an expanded choice of postpartum care methods. Three types of postpartum care can be distinguished in modern Chinese society: (1) assistance from senior family members; (2) postpartum care centers; and (3) postpartum home visiting service [1,2]. Postpartum home visiting service allows for the kind of family support made possible through senior family members’ assistance, as well as the provision of newborn care, attendant support to mothers, and one-month food preparation by professional personnel from postpartum care centers. As such, a mother can enjoy a sufficient level of rest. The Postpartum Home Visiting Service Project was established by the Social Affairs Bureau of Kaohsiung City Government, Taiwan on 1 April 2013. The number of mothers who applied for the postpartum home visiting service increased from 79 in 2013 to 240 in 2014, 256 in 2015, 303 in 2016, and 341 in 2017 (Figure1), indicating a growing attention to the postpartum home visiting service. Necessity of discussing the postpartum home visiting service was the first motivation for this study. According to Pine and Gilmore [3], the economy has stepped into the era of the experience economy. Schmitt [4] proposed the concept of experiential marketing consisting of five major strategic experiential modules and suggested that experiential marketing focuses on customer experience and pays attention to the consumer context. Customers are stimulated by rational and emotional drivers. Healthcare 2018, 6, 91; doi:10.3390/healthcare6030091 www.mdpi.com/journal/healthcare Healthcare 2018, 6, 91 2 of 13 Sustainability 2018, 10, x FOR PEER REVIEW 2 of 13 Diverseemotional methods drivers. must be Diverse used to methods observe consumers’must be used experiences. to observe Brakusconsumers’ [5] discussed experiences. different Brakus [5] cognitivediscussed foundations different of thecognitive five experiential foundations modules of the proposedfive experiential by Schmitt. modules Recent proposed studies by have Schmitt. focusedRecent on consumer studies experienceshave focused in on their consumer research experiences on medical servicesin their research [6,7], blog on browsing medical services [8], clothing [6,7], blog consumptionbrowsing [9], [8], tourism clothing industry consum [10ption], and [9], food tourism brands industry [11]. [10], and food brands [11]. FigureFigure 1. Growth 1. Growth of thenumber of the number of postpartum of postpartum home visiting home visiting service service applicants applicants from 2013 from to 2013 2017. to 2017. The postpartumThe postpartum home visiting home servicevisiting enables service mothers enable tos receivemothers postpartum to receive care postpartum from personnel care from (maternitypersonnel matron) (maternity with professional matron) with knowledge professional and kn extensiveowledge experience, and extensive while experience, allowing while them allowing to remainthem in a familiarto remain environment. in a familiar The environment. importance ofThe exploring importance mothers’ of exploring experience mothers’ of the postpartumexperience of the home visitingpostpartum service home was visiting the second service motivation was the for second this study. motivation Sinha and for DeSarbothis study. [12 Sinha] maintained and DeSarbo that [12] value ismaintained a subjective that idea value resulting is a subjective from experience idea resulting or its interaction from experience effect and or can its be interaction largely influenced effect and can by thebe context. largely Holbrook influenced [13 by] defined the context. customer Holbrook value [1 as3] an defined interactive customer and relativevalue as experience an interactive of and preference,relative emphasizing experience that of valuepreference, is preference emphasizing that is affectedthat value by anis preference individual’s that interests. is affected Value by an involvesindividual’s an interaction interests. with Value an object involves that can an referinteraction to a product, with an service, object that or person. can refer Value to a product, is relative service, and is determinedor person. Value by an individual’sis relative and subjective is determined evaluation. by Valuean individual’s is related to subjective experience, evaluation. meaning that Value is in truerelated consumption, to experience, value is meaning formed notthat by in thetrue product consumption, itself but value by the is formed use of the not product by the product or service. itself but Overbyby [14 the] indicated use of the that product the value or conceptservice. mustOverby include [14] culture,indicated product, that the person, value andconcept context. must include Pastculture, studies product, on experiential person, and value context. mainly discussed medical services, blog browsing, clothing consumptionPast contexts, studies tourism, on experiential and food value brands. mainly No research discussed has beenmedical done services, with regard blog to browsing, experiential clothing value andconsumption satisfaction contexts, related to tourism, the postpartum and food home brands. visiting No service. research The has postpartum been done home with visiting regard to serviceexperiential experience isvalue based and on satisfaction consumer experience. related to the Thus, postpartum the experiential home valuevisiting and service. satisfaction The postpartum level formedhome by consumers visiting service must beexperience explored is from based the on perspective consumer of experience. their experience, Thus, whichthe experiential was the third value and motivationsatisfaction for this level study. formed by consumers must be explored from the perspective of their experience, Inwhich sum, was the mainthe third objective motivation of this for study this study. was to explore the service experience model of the postpartumIn home sum, visitingthe main service. objective In of addition this study to the was analysis to explore of the the relation service betweenexperience consumer model of the experience,postpartum experiential home value,visiting and service. experience In addition satisfaction, to the this analysis study aimedof the torelation develop between the service consumer experienceexperience, model ofexperiential the postpartum value, home and experience visiting service satisfaction, to provide this a referencestudy aimed for decision-makingto develop the service in the postpartumexperience model care industry of the postpartum that caters home to Chinese visiting communities. service to provide a reference for decision-making in the postpartum care industry that caters to Chinese communities. 2. Literature Review 2.1. Studies on Postpartum Care According to the World Health Organization (WHO) [15], the terms “postpartum period” and “postnatal period” are often used interchangeably but sometimes separately, where “postpartum” Healthcare 2018, 6, 91 3 of 13 2. Literature Review 2.1. Studies on Postpartum Care According to the World Health Organization (WHO) [15], the terms “postpartum period” and “postnatal period” are often used interchangeably but sometimes separately, where “postpartum” refers to issues pertaining to the mother and “postnatal” refers to those concerning the baby. The period begins immediately after the birth of the baby and extends up to six weeks (42 days) after birth. Postpartum care is of high importance in Chinese society and has been
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