Introduction: A mother's satisfaction with her childbirth experience affects her sense of being a mother in the first few postpartum months. Therefore, the labor services provided by hospitals have an important role and have been the topic of numerous studies. Israel enjoys a particularly high birth rate (twice as high as in other OECD countries), with over 99% of deliveries taking place in public hospitals, making it a good case study for examining satisfaction with childbirth services. In addition, Israel has at least two distinct populations -ultra orthodox and non-religious -allowing us to examine possible differences in how the experience of hospital childbirth is perceived in different communities. The current study examines the differences, if any, between Ultra-Orthodox Jewish Mothers (UOJM) and Non-Religious Jewish Mothers (NRJM) in their satisfaction with hospital childbirth services. Aim: The study focuses on the differences between the factors that influence NRJM's and UOJM's satisfaction with childbirth services Procedure: This is a comparative study based on a sample of 232 non-religious and 161 ultra-orthodox mothers who have given birth in a public hospital in Israel. Eighteen items defining childbirth satisfaction were rated on a 5-point Likert Scale. The items have been grouped together into three dimensions: The Personal Care dimension includes the interaction of the service provider (midwife or healthcare provider) with the mother, their professionalism, empathy, attitude, responsiveness, etc.; the Surrounding Atmosphere dimension contains items related to the delivery room like its hygiene or aesthetics; and the Technical Methods dimension, which relates to the emergency and alternative care equipment. Results: The study shows that in both sectors, satisfaction was significantly influenced by the dimensions of Personal Care and Technical Methods; however, the Surrounding Atmosphere dimension influenced only ultraorthodox mothers. Conclusions: The results emphasize the importance of personal interaction with the patient, as well as the presence of appropriate technical methods in the delivery room. When a mother is satisfied with these two dimensions, she is more likely be to be satisfied with her overall birth care. Hospitals should therefore focus on the personal interaction of the staff with the mother, as well as on being service oriented and providing high quality and professional obstetric care. They should also emphasize the cleanliness of the delivery room and its general atmosphere, especially when the patient is from the ultra-orthodox community.
The first-time mother often uses the consumption process to overcome the disparity between her old and her new role and being viewed as the ideal mother in the public consciousness. Research shows that buying the right clothes and the right fashion is symbolic consumption often related to demographic variables like age or income, and to other relevant factors including personality traits and price perception. Becoming a mother for the first time is one of, if not "the", most significant transition in the women's life expressed in physical, emotional, psychological, and mental changes the pregnant and post-pregnant mother experiences. Therefore, offering a new approach to the marketers will help associate them to better identify and fulfill the women's new needs. This article attempts to illustrate ways to penetrate the new mother's world and behavior. Based on popular research it appears that new mothers often use fashion clothes for their first baby to activate self-esteem, as well as for prestige sensitivity [1]. Over the last decade online consumption has increased significantly both globally as well as in Israel. More new mothers are using the internet to compare and order goods This increasing and changing trend leads the authors to examine similarity or differences in the fashion involvement of the new mother. Using a focus group embracing eight first-time mothers, with their first newborn aged up to 15 months, the authors suggest that even though the online consumption in Israel is increasing rapidly, new mothers are still likely to buy using traditional stores. These findings indicate that the new mother is not using the internet as a purchasing channel, but is likely to collate information through the web while preferring to do her shopping face to face. The data consider that lack of time and high involvement in baby's clothes are the main reasons for not using online consumption. The research also advises the marketers to use the web only as a source of information and recommendation for the new mother, based on the fact that she needs a role model for her behavior in her new position.
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