The protection of consumers in rest homes - time for a change?

<p>This dissertation examines the statutory protection of elderly consumers in rest homes and makes several proposals of how to improve their protection. The dissertation compares New Zealand’s legislation with the existing rest home related legislation in Australia and Germany to improve New Zealand’s regulations. At first, the dissertation characterises elderly consumers as a consumer group with special vulnerabilities. According to the dissertation several reasons can be identified, which justify regulatory intervention in favour of the elderly. Secondly, the dissertation gives an overview of the relevant rest home legislation in New Zealand, Australia and Germany. In the later chapters the dissertation examines the existing information obligations, and the statutory protection of elderly consumers during the implementation and at the time of the termination of a rest home contract. The author argues that many of the existing consumer protection measures are not specifically tailored for consumers in rest homes and, therefore, do not ensure comprehensive protection. Furthermore, the author identifies several gaps in protection and proposes to introduce targeted new protection measures to close these gaps. Subsequently, the dissertation considers the access to justice for elderly consumers. The author states that the existing system offers some advantages but is far from being perfect. He speaks in favour of establishing a new Commissioner who is responsible for the issues of elderly consumers and the enhancement of their legal position. Lastly and on the basis of the previous outcomes, the author recommends creating a new piece of legislation specifically tailored for the protection of elderly consumers in rest homes to implement all the proposed changes. In the author’s opinion a new Act could build on the existing consumer protection measures but should also improve them to ensure the best protection possible. The author also outlines how a code of practice should be put in place, which sets out minimum requirements.</p>

The protection of consumers in rest homes - time for a change?

<p>This dissertation examines the statutory protection of elderly consumers in rest homes and makes several proposals of how to improve their protection. The dissertation compares New Zealand’s legislation with the existing rest home related legislation in Australia and Germany to improve New Zealand’s regulations. At first, the dissertation characterises elderly consumers as a consumer group with special vulnerabilities. According to the dissertation several reasons can be identified, which justify regulatory intervention in favour of the elderly. Secondly, the dissertation gives an overview of the relevant rest home legislation in New Zealand, Australia and Germany. In the later chapters the dissertation examines the existing information obligations, and the statutory protection of elderly consumers during the implementation and at the time of the termination of a rest home contract. The author argues that many of the existing consumer protection measures are not specifically tailored for consumers in rest homes and, therefore, do not ensure comprehensive protection. Furthermore, the author identifies several gaps in protection and proposes to introduce targeted new protection measures to close these gaps. Subsequently, the dissertation considers the access to justice for elderly consumers. The author states that the existing system offers some advantages but is far from being perfect. He speaks in favour of establishing a new Commissioner who is responsible for the issues of elderly consumers and the enhancement of their legal position. Lastly and on the basis of the previous outcomes, the author recommends creating a new piece of legislation specifically tailored for the protection of elderly consumers in rest homes to implement all the proposed changes. In the author’s opinion a new Act could build on the existing consumer protection measures but should also improve them to ensure the best protection possible. The author also outlines how a code of practice should be put in place, which sets out minimum requirements.</p>

Aging consumers and their brands: the customer journey perspective

PurposeWith the increasing numbers of the elderly people, the aging segment represents a potential huge market. While this trend is obvious, still little literature focuses on this group. The study thus fills up this gap. Furthermore, the study aims to examine the aging consumers' journeys from the lens of brand resonance pyramid and has its importance using context-specific theories to understand the elderly consumers.Design/methodology/approachCase study method is conducted using the in-depth interview to collect data and inductive method via MaxQda software to analyze. Two types of aging brand (i.e. age-denial and age-adaptive) are investigated (Moody and Sood, 2010). This study interviews 26 elderly consumers, among whom, 12 have experiences in sports gyms (i.e. age-denial) and 14 in hospital services (i.e. age-adaptive). The author also triangulates the results by interviewing two additional experts in these contexts.FindingsThe findings of the paper reveal that (1) brand functional benefit is important for both age-denial and age-adaptive brands while each has different dimensions. Brand experiential benefit (e.g. social, behavioral and intellectual experience) is important motivation for the age-denial brand and brand symbolic and brand psychological benefits are the emotional drivers for the age-adaptive brand. (2) Consequences of this journey include those, for example, brand satisfaction, brand loyalty, word-of-mouth and recommendation and (3) mediating mechanisms, e.g. brand sense of identification, brand psychological attachment and customization for both brand types, with exceptions of diversification and brand psychological attachment, and mutual interaction for the age-denial brand and doctor–patient relationship and consumer inertia for the age-adaptive brand. (4) The current study finds two new concepts for aging consumers, i.e. brand social experience in the age-denial brand and brand psychological benefit in the age-adaptive brand.Research limitations/implications(1) Results of the paper are context dependent and generalization issue might occur. (2) While it is analyzed using inductive method via MaxQda software, the interviewer's subjective bias might occur. (3) Interviewees are at their different life stages, i.e. early-old vs mid-old, and thus, these contextual factors might also influence the results.Originality/value(1) The current study explores the elderly consumers' experience journeys at three stages (i.e. pre-service, during-service and pro-service/loyalty loop) for age-denial and age-adaptive brands and deepen an understanding of this aging market; (2) offers practical implications to brands targeting at the elderly consumers, particularly the age-denial and age-adaptive brands; (3) uses customer journey theory and brand resonance pyramid as the lens to understand aging consumers, and results also partly echo with the theories and (4) explores two new concepts for aging consumers, i.e. brand social experience and brand psychological benefit, thus adding new dimensions to important constructs, i.e. brand experience and brand benefit.