The Customer Experience of Older Residents in Scottish Care Homes

Citation

Wilson-Nash C (2024) The Customer Experience of Older Residents in Scottish Care Homes. Thousand Oaks, California. https://doi.org/10.4135/9781071924372

Abstract
This case provides marketing, HR, and business students with an example of customer experience for diverse customers within a social care service setting in which individual needs are of concern. The case is a real-world illustration of how the Scottish Government provided tablet computers for care homes during the pandemic; however, the Russell Care Group (RCG), which is featured in the case study, is fictional. The RCG has a focus on the individualised care needs of their residents. To this end, during the COVID-19 pandemic, they introduced tablet computers to residents to improve individual health and well-being. Since the distribution of the tablets, however, the uses of the tablets have changed, and residents are demonstrating further needs for alternative technologies. Deborah, the founder of RCG, wants to evaluate the success of the tablets and decide on a technology-based strategy to enhance the individual care needs of the residents. Students are asked to act as the management group responsible for the eight care homes and report to the founder, Deborah, on the success of the tablets and whether a technology-based strategy could be introduced to enhance the individual care needs of the residents.