MÜŞTERİLERİN BEKLENTİLERİ ÜZERİNDE MÜŞTERİLERLE HİZMET GÖRENLERİN GÖRÜŞ AYRILIKLARININ KARŞILAŞTIRILMASI; SAĞLIK SEKTÖRÜNDE BİR UYGULAMA

Bu araştırmanın amacı daha fazla müşteri (hasta) odaklı bir yönetime geçiş için; müşterilerle (hastalarla) hizmet görenlerin (hekimlerin), müşterilerin beklentileri hakkındaki farklı bakış açılarına sahip olup olmadıklarını ortaya koymaktır. Özel bir sağlık kurumunun şubelerinde 78 doktor ve 481 hasta ile anketler yapılmıştır. Anketlerde katılımcılardan iki farklı değerleme yapmaları istenmiştir. Birisi kriterlere önem notu verilmesi diğer ise kriterlerin önem sırasına sokulmasıdır. Böylece önceki çalışmalara göre daha fazla kriter üzerinden iki farklı değerleme ve analiz yoluyla ölçüm yapılmıştır. Her iki değerlendirme birbirlerini destekleyecek şekilde dikkate alınmıştır. Hastalar güçlü ve anlamlı şekilde 3 kritere hekimlerden daha yüksek bir önem atamaktadırlar. Bu alanlar tedavinin maliyetlerinin değerlendirilmesi, minimum bekleme süresi ve hızlı işlem ve ayakta karşılanmadır.

Anahtar Kelimeler:

Müşteri Memnuniyeti, Hasta Beklentileri, Hasta Memnuniyeti, Hasta Merkezli Yönetim

THE COMPARISON OF DIFFERENCES BETWEEN SERVICE PROVIDERS AND CUSTOMERS’ (PATIENTS’) VIEWS ON THEIR EXPECTATIONS, AN EXPERIMENT IN HEALTH SECTOR

This study aims to determine whether customer (patients) and service providers (dentists) have different views on customers' (patients') expectations from treatment for transitioning to more customer (patient)-centered management. The surveys were conducted with 78 dentists and 481 patients in the offices of a private healthcare facility. The surveys asked participants to make two different assessments. One was to assign importance scores to the criteria, and the other was to rank the criteria by importance. Both ratings were considered in a way that supported each other. Patients strongly and significantly assigned higher importance to three criteria than physicians. These were ratings of treatment cost, minimal wait time, and rapid treatment and outpatient care. Compared to previous studies, measurements were made through two different assessments and analyses based on more criteria. Patients were found to give higher importance to three aspects than physicians: assessing the cost of treatment (care), minimal wait time and rapid intervention, and outpatient care.

Keywords:

Customer Satisfaction, Patients Expectations, Patient Satisfaction, Patient-Centered Management,

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