Uticaj proaktivnog pristupa menadžera zdravstvenih institucija komunikacijskim aktivnostima na zadovoljstvo bolesnika
Influence of healthcare institution managers' proactive approach to communication activities on patient satisfaction
2010
Autori
Filipović, VinkaCicvarić, Slavica
Štavljanin, Velimir
Damnjanović, Vesna
Radojičić, Zoran
Žarkić-Joksimović, Nevenka
Gogić, Aleksandra
Članak u časopisu (Objavljena verzija)
Metapodaci
Prikaz svih podataka o dokumentuApstrakt
Uvod/Cilj. Programi zadovoljstva korisnika usluga proučavaju se i primenjuju u sektoru zdravstvenih usluga kao instrumenti za postizanje zadovoljstva bolesnika. Cilj ovog preliminarnog istraživanja među menadžerima zdravstvenih institucija bio je ispitivanje uticaja njihovog pristupa i stavova prema aktivnostima marketinga i odnosa s javnošću (aktivnostima komunikacije) u kontekstu primene programa zadovoljstva korisnika usluga na zadovoljstvo bolesnika. Metode. Istraživanje je sprovedeno među menadžerima državnih zdravstvenih institucija (domova zdravlja, klinika, bolnica). Struktuirani upitnik, sa otvorenim i zatvorenim pitanjima, korišćen je kao osnovni instrument istraživanja. Poslato je ukupno 120 upitnika, a vraćeno 56, od kojih je 49 bilo validno. Rezultati. Pokazano je da 42,9% zdravstvenih institucija primenjuje proaktivan pristup medijima i da 35,7% ustanova ima zaposlenog koji, pored redovnih zaduženja, obavlja i aktivnosti marketinga i odnosa s javnošću. Upotrebom hi-kvadra...t LR testa potvrđena je pretpostavka da ove aktivnosti imaju značajnu ulogu u primeni programa zadovoljstava korisnika (p LT 0,05). Kod 69,4% slučajeva, pozitivan stav menadžera zdravstvenih institucija prema aktivnostima marketinga i odnosa s javnošću ima pozitivan uticaj na zadovoljstvo bolesnika (p LT 0,05). Zaključak. Menadžeri zdravstvenih institucija u Srbiji koji primenjuju proaktivan pristup medijima i koji su već institucionalizovali komunikacijske aktivnosti unutar ustanove imaju i pozitivan stav prema primeni programa zadovoljstva korisnika usluga. Nadalje, stav menadžera prema komunikacijskim aktivnostima ima uticaja na zadovoljstvo bolesnika.
Background/Aim. Over the recent years customer satisfaction program as a tool for patient satisfaction has been recognized as an important issue in healthcare services. The aim of this preliminary study was to explore an influence of healthcare institution managers' approach and attitudes to marketing and public relations activities (communication activities), in the context of implementation of customer satisfaction programs, on patient satisfaction. Methods. The study was conducted among managers from different state-owned healthcare institutions (healthcare centers, clinics, hospitals) in Serbia. The structured questionnaire form, comprising both open and closed questions, was used as a main research tool. The total number of sent questionnaires was 120; 56 questionnaires were sent back, while 49 of them were valid. Results. It was shown that 42.9% of healthcare institutions apply proactive media approach, and that 35.7% of the organizations have a person who, besides his/her basic ...engagements, performs activities connected with marketing and public relations. Using Chi-square likelihood ratio test it is confirmed that these activities have a significant role in supporting customer satisfaction program implementation (p LT 0.05). The results showed that in 69.4% cases, positive attitude of healthcare institutions managers toward marketing and public relations activities had positive influence on patient satisfaction (p LT 0.05). Conclusion. Managers in healthcare sector in Serbia who used proactive approach toward media and who had already institutionalized communication activities with external stakeholders have a positive attitude to implementation of customer satisfaction program. Furthermore, managers' attitude toward communication activities has influence on patient satisfaction.
Ključne reči:
zdravstvena zaštita, ocena kvaliteta / programi / odnosi sa javnošću / marketing / bolesnik, zadovoljenje / quality assurance, health care / public relations / public relations / programs / patient satisfaction / marketingIzvor:
Vojnosanitetski pregled, 2010, 67, 4, 267-271Izdavač:
- Vojnomedicinska akademija - Institut za naučne informacije, Beograd
DOI: 10.2298/VSP1004267F
ISSN: 0042-8450
WoS: 000277207100001
Scopus: 2-s2.0-77953011992
Institucija/grupa
Fakultet organizacionih naukaTY - JOUR AU - Filipović, Vinka AU - Cicvarić, Slavica AU - Štavljanin, Velimir AU - Damnjanović, Vesna AU - Radojičić, Zoran AU - Žarkić-Joksimović, Nevenka AU - Gogić, Aleksandra PY - 2010 UR - https://rfos.fon.bg.ac.rs/handle/123456789/618 AB - Uvod/Cilj. Programi zadovoljstva korisnika usluga proučavaju se i primenjuju u sektoru zdravstvenih usluga kao instrumenti za postizanje zadovoljstva bolesnika. Cilj ovog preliminarnog istraživanja među menadžerima zdravstvenih institucija bio je ispitivanje uticaja njihovog pristupa i stavova prema aktivnostima marketinga i odnosa s javnošću (aktivnostima komunikacije) u kontekstu primene programa zadovoljstva korisnika usluga na zadovoljstvo bolesnika. Metode. Istraživanje je sprovedeno među menadžerima državnih zdravstvenih institucija (domova zdravlja, klinika, bolnica). Struktuirani upitnik, sa otvorenim i zatvorenim pitanjima, korišćen je kao osnovni instrument istraživanja. Poslato je ukupno 120 upitnika, a vraćeno 56, od kojih je 49 bilo validno. Rezultati. Pokazano je da 42,9% zdravstvenih institucija primenjuje proaktivan pristup medijima i da 35,7% ustanova ima zaposlenog koji, pored redovnih zaduženja, obavlja i aktivnosti marketinga i odnosa s javnošću. Upotrebom hi-kvadrat LR testa potvrđena je pretpostavka da ove aktivnosti imaju značajnu ulogu u primeni programa zadovoljstava korisnika (p LT 0,05). Kod 69,4% slučajeva, pozitivan stav menadžera zdravstvenih institucija prema aktivnostima marketinga i odnosa s javnošću ima pozitivan uticaj na zadovoljstvo bolesnika (p LT 0,05). Zaključak. Menadžeri zdravstvenih institucija u Srbiji koji primenjuju proaktivan pristup medijima i koji su već institucionalizovali komunikacijske aktivnosti unutar ustanove imaju i pozitivan stav prema primeni programa zadovoljstva korisnika usluga. Nadalje, stav menadžera prema komunikacijskim aktivnostima ima uticaja na zadovoljstvo bolesnika. AB - Background/Aim. Over the recent years customer satisfaction program as a tool for patient satisfaction has been recognized as an important issue in healthcare services. The aim of this preliminary study was to explore an influence of healthcare institution managers' approach and attitudes to marketing and public relations activities (communication activities), in the context of implementation of customer satisfaction programs, on patient satisfaction. Methods. The study was conducted among managers from different state-owned healthcare institutions (healthcare centers, clinics, hospitals) in Serbia. The structured questionnaire form, comprising both open and closed questions, was used as a main research tool. The total number of sent questionnaires was 120; 56 questionnaires were sent back, while 49 of them were valid. Results. It was shown that 42.9% of healthcare institutions apply proactive media approach, and that 35.7% of the organizations have a person who, besides his/her basic engagements, performs activities connected with marketing and public relations. Using Chi-square likelihood ratio test it is confirmed that these activities have a significant role in supporting customer satisfaction program implementation (p LT 0.05). The results showed that in 69.4% cases, positive attitude of healthcare institutions managers toward marketing and public relations activities had positive influence on patient satisfaction (p LT 0.05). Conclusion. Managers in healthcare sector in Serbia who used proactive approach toward media and who had already institutionalized communication activities with external stakeholders have a positive attitude to implementation of customer satisfaction program. Furthermore, managers' attitude toward communication activities has influence on patient satisfaction. PB - Vojnomedicinska akademija - Institut za naučne informacije, Beograd T2 - Vojnosanitetski pregled T1 - Uticaj proaktivnog pristupa menadžera zdravstvenih institucija komunikacijskim aktivnostima na zadovoljstvo bolesnika T1 - Influence of healthcare institution managers' proactive approach to communication activities on patient satisfaction EP - 271 IS - 4 SP - 267 VL - 67 DO - 10.2298/VSP1004267F UR - conv_75 ER -
@article{ author = "Filipović, Vinka and Cicvarić, Slavica and Štavljanin, Velimir and Damnjanović, Vesna and Radojičić, Zoran and Žarkić-Joksimović, Nevenka and Gogić, Aleksandra", year = "2010", abstract = "Uvod/Cilj. Programi zadovoljstva korisnika usluga proučavaju se i primenjuju u sektoru zdravstvenih usluga kao instrumenti za postizanje zadovoljstva bolesnika. Cilj ovog preliminarnog istraživanja među menadžerima zdravstvenih institucija bio je ispitivanje uticaja njihovog pristupa i stavova prema aktivnostima marketinga i odnosa s javnošću (aktivnostima komunikacije) u kontekstu primene programa zadovoljstva korisnika usluga na zadovoljstvo bolesnika. Metode. Istraživanje je sprovedeno među menadžerima državnih zdravstvenih institucija (domova zdravlja, klinika, bolnica). Struktuirani upitnik, sa otvorenim i zatvorenim pitanjima, korišćen je kao osnovni instrument istraživanja. Poslato je ukupno 120 upitnika, a vraćeno 56, od kojih je 49 bilo validno. Rezultati. Pokazano je da 42,9% zdravstvenih institucija primenjuje proaktivan pristup medijima i da 35,7% ustanova ima zaposlenog koji, pored redovnih zaduženja, obavlja i aktivnosti marketinga i odnosa s javnošću. Upotrebom hi-kvadrat LR testa potvrđena je pretpostavka da ove aktivnosti imaju značajnu ulogu u primeni programa zadovoljstava korisnika (p LT 0,05). Kod 69,4% slučajeva, pozitivan stav menadžera zdravstvenih institucija prema aktivnostima marketinga i odnosa s javnošću ima pozitivan uticaj na zadovoljstvo bolesnika (p LT 0,05). Zaključak. Menadžeri zdravstvenih institucija u Srbiji koji primenjuju proaktivan pristup medijima i koji su već institucionalizovali komunikacijske aktivnosti unutar ustanove imaju i pozitivan stav prema primeni programa zadovoljstva korisnika usluga. Nadalje, stav menadžera prema komunikacijskim aktivnostima ima uticaja na zadovoljstvo bolesnika., Background/Aim. Over the recent years customer satisfaction program as a tool for patient satisfaction has been recognized as an important issue in healthcare services. The aim of this preliminary study was to explore an influence of healthcare institution managers' approach and attitudes to marketing and public relations activities (communication activities), in the context of implementation of customer satisfaction programs, on patient satisfaction. Methods. The study was conducted among managers from different state-owned healthcare institutions (healthcare centers, clinics, hospitals) in Serbia. The structured questionnaire form, comprising both open and closed questions, was used as a main research tool. The total number of sent questionnaires was 120; 56 questionnaires were sent back, while 49 of them were valid. Results. It was shown that 42.9% of healthcare institutions apply proactive media approach, and that 35.7% of the organizations have a person who, besides his/her basic engagements, performs activities connected with marketing and public relations. Using Chi-square likelihood ratio test it is confirmed that these activities have a significant role in supporting customer satisfaction program implementation (p LT 0.05). The results showed that in 69.4% cases, positive attitude of healthcare institutions managers toward marketing and public relations activities had positive influence on patient satisfaction (p LT 0.05). Conclusion. Managers in healthcare sector in Serbia who used proactive approach toward media and who had already institutionalized communication activities with external stakeholders have a positive attitude to implementation of customer satisfaction program. Furthermore, managers' attitude toward communication activities has influence on patient satisfaction.", publisher = "Vojnomedicinska akademija - Institut za naučne informacije, Beograd", journal = "Vojnosanitetski pregled", title = "Uticaj proaktivnog pristupa menadžera zdravstvenih institucija komunikacijskim aktivnostima na zadovoljstvo bolesnika, Influence of healthcare institution managers' proactive approach to communication activities on patient satisfaction", pages = "271-267", number = "4", volume = "67", doi = "10.2298/VSP1004267F", url = "conv_75" }
Filipović, V., Cicvarić, S., Štavljanin, V., Damnjanović, V., Radojičić, Z., Žarkić-Joksimović, N.,& Gogić, A.. (2010). Uticaj proaktivnog pristupa menadžera zdravstvenih institucija komunikacijskim aktivnostima na zadovoljstvo bolesnika. in Vojnosanitetski pregled Vojnomedicinska akademija - Institut za naučne informacije, Beograd., 67(4), 267-271. https://doi.org/10.2298/VSP1004267F conv_75
Filipović V, Cicvarić S, Štavljanin V, Damnjanović V, Radojičić Z, Žarkić-Joksimović N, Gogić A. Uticaj proaktivnog pristupa menadžera zdravstvenih institucija komunikacijskim aktivnostima na zadovoljstvo bolesnika. in Vojnosanitetski pregled. 2010;67(4):267-271. doi:10.2298/VSP1004267F conv_75 .
Filipović, Vinka, Cicvarić, Slavica, Štavljanin, Velimir, Damnjanović, Vesna, Radojičić, Zoran, Žarkić-Joksimović, Nevenka, Gogić, Aleksandra, "Uticaj proaktivnog pristupa menadžera zdravstvenih institucija komunikacijskim aktivnostima na zadovoljstvo bolesnika" in Vojnosanitetski pregled, 67, no. 4 (2010):267-271, https://doi.org/10.2298/VSP1004267F ., conv_75 .