The term customer is commonly known as an economic term and is intended to replace the term client, which comes from the helping relationship. A transfer to the addressees of social work seems unacceptable at first glance. In many social services, the concept of the customer is controversial, since there is a fear that social work will only be done with financially strong customers, and the actual addressees will be excluded. Social work would then no longer be able to fulfill the social mandate of social justice. Customer orientation has taken on an avant-garde position in the field of work with the elderly. One reason for this is long-term care insurance, but also the financial strength of many older people. This article shows how social work develops from the helping relationship to customer orientation. The extent to which one can speak of customers in social work is examined, using the example of old people. At the beginning of this work are the basic ethical assumptions of social work. First, the image of man is discussed, which plays a special role in social work. This image of man is the supreme basic value on which all social work activities are based. Movements always have an impact on the activity of the social worker. Emphasis is placed on two contrary terms. The helping relationship is presented with special consideration of individual case help, while customer orientation is first examined from a business perspective, followed by the question of the extent to which this term can be transferred to social work. The fourth chapter describes social work with elderly people and presents the fields of activity of social work.
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