비영리 노인장기요양서비스 제공기관의 시장지향성에 관한 연구

초록

This study examine the market orientation of the non-profit long-term care providers after introduction of the national long-term care insurance. For this, a qualitative multi-cases study were performed based on the deep interviews for the 8 care managers in the non-profit long-term care organizations. The results showed that the market orientation of non-profit social welfare organizations has gradually been increased. Compared to the past, great emphasis is being placed on a business mind, cost-effectiveness in administrating agencies. The market oriented change had positive effects on improving the comsumer oriented services and the efficiency in the agencies. However, it also induced ‘commercialization’ of non-profit organization and ‘cream skimming’ effects.

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