Personal Support Workers/Health Care Assistants' Perceptions of Work Effectiveness: A Relationship Marketing and Intercultural Communication Competence Lens into Senior Care in Victoria, CMA, BC.

AbstractThis research investigates how the characteristics of Relationship Marketing (RM) and Intercultural Communication Competence (ICC) influence perceptions of work effectiveness among Personal Support Workers (PSWs) and healthcare assistants (HCAs) in Victoria, CMA, British Columbia, Canada. The research centers the experiences of PSWs/HCAs within prevailing organizational and systemic challenges in senior care. The integration of an interdisciplinary lens from RM and ICC approaches expands the understanding of potential new approaches in senior care. This study is especially relevant given the growing cultural, ethnic, linguistic, and religious diversity within Canada’s senior and PSW/HCA populations. These demographic changes have significant implications for the quality of senior care, a crucial component of Canada’s universal healthcare system. The primary research question is: How do the characteristics of relationship marketing and intercultural communication competence influence the perceived work effectiveness of Personal Support Workers/Health Care Assistants? The research employed a qualitative research approach of narrative inquiry supported by semi-structured interviews. Analysis was based on abductive thematic coding. The findings show strong evidence of RM and ICC functions, with PSWs/HCAs reporting an increased sense of work effectiveness despite facing significant barriers such as distrust in management, racial discrimination, physical violence, and staffing shortages. By incorporating aspects of RM and ICC, this research aims to improve the quality of care provided to Canada’s senior population.

Author dc:creator

• Frimpong, Risper

Advisor dc:contributor.advisor

• Linehan, Deb

• College of interdisciplinary studies

Language dc:language.iso

en_US

Identifier URI

https://doi.org/10.25316/IR-20550

OAI identifier oai:identifier

oai:null:10613/28988