Satisfação do cliente como ponto de partida para aumentar a competitividade de um hospital especializado

Resumo

This study aims to analyze the satisfaction of the client in the provision of ophthalmological services offered by Hospital de Olhos de São Paulo (HOSP), an organization that faced an important financial crisis in the last years that affected the quality of the service. To assess client satisfaction in this context, a patient satisfaction questionnaire was applied in one of the units, aiming to identify aspects to improve and thus to redirect the organizational strategy. 184 patients responded to the survey that included the use of the Net Promoter® Score (NPS®) indicator. 60% of the respondents were female, some 70% returned to the service (of these, 39% returned for the location and 29% for the quality of care) and 30% were new cases (41% indicated by friends and 39% by agreement). When applying NPS®, the HOSP obtained a score of 63%, which corresponds to the so-called quality zone, in which most clients are considered neutral, since they do not slander or indicate the Hospital; which is not good for a service that values excellence in ophthalmology. Based on this research, all the flaws were raised to later create an action plan for the HOSP Group with the objective of increasing the number of promoters and reducing the number of detractors, which may help in the search for new clients. Similar surveys will be carried out periodically so that the service can improve continuously and maintain its competitiveness in the São Paulo market.

Ficha do documento

Tipo

Dissertação

Ano

2018

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/24750

Temas

Saúde

Palavras-chave

HealthQualityOpthalmologyCustomer satisfactionNPSSaúdeQualidadeOftalmologiaSatisfação do clienteAdministração de empresasSatisfação do consumidorServiços de saúdeTratamento oftalmológicoHospitais - Administração - São Paulo (Estado)