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CUSTOMER SATISFACTION: AN ANALYSIS OF THE QUALITY OF THE SERVICES PROVIDED BY A HOSPITAL IN NORTH FLUMINENSE

Abstract

Customer satisfaction demonstrates the quality of the services provided by the organisation. The service is currently one of the most important subjects searched by the hospital institutions concerned provide a better service to their patients. According to Kotler (1998, p. 53) some of the today’s most successful businesses are raising consumers’ expectations and improving your response conditions by means of satisfaction research. Customer satisfaction is one of the key indicators of quality in health care, so the importance of analysing well-being users are of the utmost importance in relation to the services offered to them. Based on this context, the assessment of services provided on users’ perception has become a key tool for decision makers. The administration of this type of service is a process complex, full of subjectivism, involves values, experiences among other things. For Las Cases (2008, p. 62) Customer-facing companies should prioritise consumer searches. Thus, it is it is possible to know the current needs and wishes, or to identify the levels of satisfaction that the consumer in relation to business. Customer-driven firms develop permanent practices for identify your needs. Understanding customers’ expectations and needs facilitates the business adhere to procedures that correspond to those needs. Meanwhile, the main objective of this study identifying the level of customer satisfaction on the basis of the methodology used in a hospital in the north Fluminense. In order to meet the general objective of this study, the following specific objectives have been proposed: building theoretical benchmarks on quality in services; list dimensions of the model serving for quality in service assessment; point to possible quality losses in the process; and building a a search tool called a questionnaire based on the servo model. The proposed methodology in carrying out this study, the descriptive approach and the non-probabilistic sample were taken into account. For Gil (2008, p. 42), descriptive searches have as their primary objective the description of the characteristics of a certain population or phenonyor then the relationship between variables. The sample non-probabilistic was used to justify the identification of the clients interviewed. Interviews they occurred randomly before and after customers benefited from the service. Each questionnaire is composed of 23 questions and the average time used to answer the search until the end is 5 to 7 minutes. For the construction of the questionnaire, adaptations were made to the model servo proposed by Parasuraman (1988) and Borges, Carvalho and Silva (2010). The questionnaire still aggregates profile data of respondents, such as: Gênero, age, age and school. The choice of questionnaire is justified by the need for interaction with customers in order to capture their perceptions related to services provided. On the basis of a questionnaire, draw up elements which make it more clear, or better, that they make it more important to define the quality of the service and the services provided. O developing the method of this research, which is the tool of the questionnaire, proposes to analyse the the customer’s point of view of the services provided and the satisfaction of his expectations. This study it becomes relevant for the following aspects: (I) the service is directly linked to the business which a organisation may or may not carry out according to its standards and rules; (II) second Carvalho (1999, page 233 apud, Labadessa and Oliveira) the service thus establishes a link between the attentive, the organisation and the client. Therefore, the insertion of management tools aimed at improving the quality is indispensable for the future of the private health sector; (III) the importance of knowing the management of the quality and purpose in the hospital area could help to improve the efficiency of actions involving the hospital administration and, as a result, result in customer satisfaction; (IV) according to Kotler (1998) one of the main ways for a service company to differentiate from competitors is to provide high quality services. The key is to meet or exceed customer quality expectations. However, 66 it is hoped that from the proposed questionnaire possible shortcomings in quality can be identified in the services provided, pointed out by clients, which could help managers to make decisions.

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