Uticaj proaktivnog pristupa menadžera zdravstvenih institucija komunikacijskim aktivnostima na zadovoljstvo bolesnika

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.