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O impacto das variáveis relacionais comunicação, confiança e cooperação na retenção do cliente no serviço nacional de saúde numa região interior de Portugal
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Atualmente assiste-se a um ritmo acelerado de mudanças económicas, científicas, comportamentais e a um aumento árduo da concorrência, o que faz com que muitas instituições necessitem constantemente de desenvolver fórmulas que criem valor para os seus clientes. Em Portugal, o setor da saúde, é muito importante para a economia, não só pela sua especificidade como também pela sua dimensão, por isso, é crucial que exista uma boa gestão dos recursos que leve à eficiência na sua utilização e à criação de valor e de mais saúde para os portugueses. As mudanças ao nível organizacional e humano que surgiram no Serviço Nacional de Saúde, levaram ao aparecimento de um novo tipo de cliente, que está disposto a mudar de prestador, para conseguir que os serviços de saúde lhe sejam prestados da forma que deseja. Como fruto desta mudança nas atitudes dos clientes, o setor da saúde tornou-se mais encantador para o setor privado, aparecendo os serviços com fins lucrativos, aumentando a oferta dos cuidados de saúde e proporcionando uma maior oportunidade de escolha para os clientes. Neste contexto, as atividades de marketing, que eram pouco reconhecidas e praticadas no setor da saúde, tornam-se instrumentos essenciais num mercado fortemente competitivo, com a preocupação de atingir os objetivos de sobrevivência, crescimento e rentabilidade do setor. Surge, assim, uma preocupação em criar relacionamentos de longo prazo com os clientes, numa perspetiva individual e única. Reconhece-se cada vez mais, que os relacionamentos entre os clientes e as instituições são cruciais no atual ambiente competitivo, e os serviços de saúde começam a ficar preocupados com os aspetos que afetam a retenção dos seus clientes. Perante o exposto, este estudo tem como objetivo, perceber a importância das variáveis relacionais, comunicação, confiança e cooperação na retenção dos clientes no setor público da saúde numa região interior de Portugal.
ABSTRACT: Today we are witnessing a rapid pace of economic, scientific, behavioral change and a tough increase in competition, which means many institutions constantly need to develop formulas that create value for their clients. In Portugal, the health setor is very important for the economy, not only for its specificity but also for its size, so it is crucial that there is a good resource management that leads to it´s efficient use and the creation.of value and more health for the Portuguese. The organizational and human changes that have emerged in the National Health Service have led to the emergence of a new type of client, who is willing to change providers, to get health services the way they want. As a result of this change in customer attitudes, the healthcare setor has become more charming to the private setor, appearing services for-profit, that increase the supply of healthcare and provide greater opportunity for clients to choose. In this context, marketing activities, which were little recognized and practiced in the health setor, become essential instruments in a strongly competitive market, with the concern to reach the survival, growth and profitability objetives of the setor. Thus, a concern arises in creating long-term customer relationships, from an individual and unique perspetive. It is increasingly recognized that relationships between clients and institutions are crucial in today’s competitive environment, and healthcare services are beginning to became worry about the aspects that affect their customer retention. Given the above, this study aims to understand the importance of relational variables: communication, trust and cooperation in retaining clients in the public health setor in an interior region of Portugal.
ABSTRACT: Today we are witnessing a rapid pace of economic, scientific, behavioral change and a tough increase in competition, which means many institutions constantly need to develop formulas that create value for their clients. In Portugal, the health setor is very important for the economy, not only for its specificity but also for its size, so it is crucial that there is a good resource management that leads to it´s efficient use and the creation.of value and more health for the Portuguese. The organizational and human changes that have emerged in the National Health Service have led to the emergence of a new type of client, who is willing to change providers, to get health services the way they want. As a result of this change in customer attitudes, the healthcare setor has become more charming to the private setor, appearing services for-profit, that increase the supply of healthcare and provide greater opportunity for clients to choose. In this context, marketing activities, which were little recognized and practiced in the health setor, become essential instruments in a strongly competitive market, with the concern to reach the survival, growth and profitability objetives of the setor. Thus, a concern arises in creating long-term customer relationships, from an individual and unique perspetive. It is increasingly recognized that relationships between clients and institutions are crucial in today’s competitive environment, and healthcare services are beginning to became worry about the aspects that affect their customer retention. Given the above, this study aims to understand the importance of relational variables: communication, trust and cooperation in retaining clients in the public health setor in an interior region of Portugal.
Descrição
Palavras-chave
Marketing relacional Comunicação Confiança Cooperação Fidelização Relationship marketing Communication Trust Cooperation Loyalty
Contexto Educativo
Citação
VIEIRA, Sónia Isabel Duarte (2019) - O impacto das variáveis relacionais comunicação, confiança e cooperação na retenção do cliente no serviço nacional de saúde numa região interior de Portugal = The impact of relacional variables communication, trust and cooperation in costumer retention in the national health service in Portugal. GESTIN. ISSN 1645-2534. Ano 15, nº 18/19, p. 343-359.
Editora
Escola Superior de Gestão de Idanha-a-Nova