Qualidade Percebida e Lealdade em Serviços de Saúde: Efeitos Mediadores da Satisfação, Confiança e Apego ao Serviço
Data
2021-03-25
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O conhecimento da perceção dos clientes a respeito da relevância da qualidade percebida de um serviço de saúde constitui uma etapa primordial para um planeamento eficaz de ações que garantam a excelência do serviço, tanto para o gestor da organização privada, quanto para os próprios profissionais que, no entendimento da perceção da qualidade sob o ponto de vista dos seus clientes, estarão mais capacitados para corresponder às suas expetativas. Quando nos deparamos com a necessidade de selecionar prestadores de serviços de saúde encontram-se fatores estruturais na gestão dos serviços de saúde, como a capacidade de resposta, a distância, as instalações, o tempo de espera para obter o cuidado de saúde necessário, a disponibilidade/ horário de funcionamento, os equipamentos médicos, o bom relacionamento com os pacientes, entre outros. Este trabalho visa, em termos globais, avaliar a qualidade dos serviços prestados pelos funcionários administrativos e médicos sob a perspetiva dos clientes de uma clínica privada no distrito do Porto. Pretende-se, ainda, analisar as relações estruturais entre as dimensões qualidade percebida e lealdade e apurar quais os fatores associados à satisfação e apego ao serviço que determinam a lealdade dos seus clientes. Podemos afirmar que, uma elevada qualidade de serviço prestado conjugada com o fator satisfação/apego pela parte dos clientes, formam constructos fulcrais para que o cliente se torne fidelizado a esta clínica de cuidados de saúde. A lealdade para com a mesma, associada à satisfação dos serviços prestados, são os elementos-chave para a fidelização dos clientes à mesma. A qualidade, a satisfação a lealdade e o apego são constructos cada vez mais estudados e vários autores referem que a avaliação das ações na saúde ocupa lugar de destaque nas ações de planeamento e gestão, havendo tendência para considerar as especificidades de cada contexto. Para a análise das variáveis em estudo, utilizou-se uma abordagem quantitativa, com recurso a questionário. A amostra deste estudo foi estabelecida por conveniência, ou seja, pelo método não probabilístico. As relações entre as variáveis foram avaliadas através de um modelo de equações estruturais pelo método dos mínimos quadrados parciais (PLS-SEM) utilizando o software Smart PLS 3.0. Os resultados mostram que a qualidade de serviço prestado pelos médicos da clínica são os mais bem classificados pelos clientes. Além disso, ficou provada a influência da qualidade dos serviços na satisfação dos clientes e desta com a lealdade dos mesmos para com os serviços, pois voltam a recorrer à clínica.
Knowing how clients perceive the perceived quality of a healthcare service is a crucial step for effective planning of actions to ensure service excellence, both for the manager of the private organization and for the professionals themselves who, by understanding the perception of quality from their clients' point of view, will be better able to meet their expectations. When we are faced with the need to select healthcare service providers, structural factors are found in the management of health services, such as responsiveness, distance, facilities, waiting time to get the necessary healthcare, availability/ hours of operation, medical equipment, good relationship with patients, among others. Private healthcare is, in the case of the area of influence of the analyzed clinic, one of the first options when people need healthcare services. This is because it is an area with few healthcare resources and this clinic is currently more enlightened and, as customers are more and more demanding and expect high quality standards, hence the importance of analyzing what factors determine their loyalty and, simultaneously, assess the perceived quality of the service provided by them, when referring the satisfaction and the attachment to the evaluated clinic. This work aims, in global terms, to assess the quality of the services provided by the administrative and medical staff, according with the perspective of the clients of the private healthcare clinic in the district of Oporto. This study aims to assess the quality of services provided by administrative staff and physicians from the perspective of customers of a private clinic in the district of Porto. It also intends to analyze the structural relations between the dimensions perceived quality and loyalty and to determine which factors associated with satisfaction and service attachment determine customer loyalty. We can state that a high quality of service, together with customer satisfaction/attachment, are key constructs for customer loyalty to this health care clinic. Loyalty to the clinic, associated with satisfaction with the services provided, are the key elements for customer loyalty to the clinic. Quality, satisfaction, loyalty and attachment are increasingly studied constructs and several authors refer that the evaluation of health actions occupies a prominent place in planning and management actions, with a tendency to consider the specificities of each context.
Knowing how clients perceive the perceived quality of a healthcare service is a crucial step for effective planning of actions to ensure service excellence, both for the manager of the private organization and for the professionals themselves who, by understanding the perception of quality from their clients' point of view, will be better able to meet their expectations. When we are faced with the need to select healthcare service providers, structural factors are found in the management of health services, such as responsiveness, distance, facilities, waiting time to get the necessary healthcare, availability/ hours of operation, medical equipment, good relationship with patients, among others. Private healthcare is, in the case of the area of influence of the analyzed clinic, one of the first options when people need healthcare services. This is because it is an area with few healthcare resources and this clinic is currently more enlightened and, as customers are more and more demanding and expect high quality standards, hence the importance of analyzing what factors determine their loyalty and, simultaneously, assess the perceived quality of the service provided by them, when referring the satisfaction and the attachment to the evaluated clinic. This work aims, in global terms, to assess the quality of the services provided by the administrative and medical staff, according with the perspective of the clients of the private healthcare clinic in the district of Oporto. This study aims to assess the quality of services provided by administrative staff and physicians from the perspective of customers of a private clinic in the district of Porto. It also intends to analyze the structural relations between the dimensions perceived quality and loyalty and to determine which factors associated with satisfaction and service attachment determine customer loyalty. We can state that a high quality of service, together with customer satisfaction/attachment, are key constructs for customer loyalty to this health care clinic. Loyalty to the clinic, associated with satisfaction with the services provided, are the key elements for customer loyalty to the clinic. Quality, satisfaction, loyalty and attachment are increasingly studied constructs and several authors refer that the evaluation of health actions occupies a prominent place in planning and management actions, with a tendency to consider the specificities of each context.
Descrição
Tese apresentada à Universidade de Trás-os-Montes e Alto Douro para cumprimento dos requisitos necessários à obtenção do grau de mestre em Gestão dos Serviços de Saúde
Palavras-chave
Qualidade percebida , Satisfação