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2010, vol. 67, br. 4, str. 267-271
Uticaj proaktivnog pristupa menadžera zdravstvenih institucija komunikacijskim aktivnostima na zadovoljstvo bolesnika
aUniverzitet u Beogradu, Fakultet organizacionih nauka
bUniverzitet u Beogradu, Fakultet organizacionih nauka, Katedra za matematiku, statistiku i operaciona istraživanja
cVojnomedicinska akademija, Institut za naučne informacije, Beograd

e-adresadamvesna@fon.rs
Sažetak
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 < 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 < 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.
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O članku

jezik rada: engleski
vrsta rada: preliminarni izveštaj
DOI: 10.2298/VSP1004267F
objavljen u SCIndeksu: 27.04.2010.