Perceived Services Quality in Private Healthcare Institutions
Percipirani kvalitet usluga u privatnim zdravstvenim ustanovama
Abstract
One of the regular activities in the developed countries of the world is an evaluation of the degree of healthcare sector services qualities, as perceived by the patients. This evaluation has been carried out in regular time spans and many methods are being used to measure the degree of certain services’ quality increase, as well as to spot certain downsides that need to be improved in a timely manner. Unfortunately, measuring the healthcare sector services quality, regarding both the state and the private one, is not sufficiently present. The concept of marketing in the healthcare institutions business is not particularly developed, especially regarding public healthcare institutions. Unlike state healthcare institutions, private healthcare institutions have become aware of the great necessity of implementing both internal and external marketing modes in business, with the ultimate goal being reflected in a better customer experience and in the creation of long-term loyalty. The work is based upon research among the citizens on the perceived quality of the provided healthcare services. By means of a comprehensive perception of the healthcare sector’s state, the aim was to contrast the quality of the provided services in the private healthcare institutions to the same services provided by the state ones. Apart from the quality of services, another aim of the research was getting an insight into the level of the marketing conception utilization within the private healthcare institutions business, based upon the customer perception of the services’ quality and its determinants, and the market orientation of the healthcare institutions, as well.
Apstrakt
Jedna od redovnih aktivnosti u razvijenim zemljama svijeta jeste ta da se evaluacija stepena kvaliteta usluga u zdravstvenom sektoru percipiranom od strane pacijenata vrši redovno, tačnije u kontinuiranim vremenskim intervalima, te se mnogim metodama mjeri stepen rasta kvaliteta određenih usluga, ali isto tako i uočavaju određeni nedostaci koje je potrebno blagovremeno korigovati i raditi na njihovom unaprijeđenju. Nažalost, mjerenje kvaliteta usluga zdravstvenog sektora, kako i javnog i privatnog u Republici Srpskoj nije prisutno u zadovoljavajućoj mjeri. Koncepcija marketinga u poslovanju zdravstvenih ustanova nije razvijena na zavidnom nivou, prije svega kada je riječ o javnim zdravstvenim ustanovama Za razliku od javnih zdravstvenih ustanova, privatne zdravstvene ustanove postaju svjesne velike neophodnosti implementacije internog i eksternog marketinga u poslovanju, a sve u cilju boljeg korisničkog iskustva i stvaranja dugoročne lojalnosti. Rad se temelji na istraživanju stanovništva o percipiranom kvalitetu pruženih zdravstvenih usluga, te se kroz sagledavanje stanja zdravstvenog sektora u RS nastojalo doći do rezultata o razini na kojoj je kvalitet pruženih usluga privatnih u odnosu na javne zdravstvene ustanove. Pored kvaliteta usluga, cilj istraživanja je bio dobiti uvid u nivo primjene marketinške koncepcije u poslovanju privatnih zdravstvenih usluga na osnovu percepcije pacijenata o kvalitetu usluga i njegovim determinantama, ali i tržišnoj orijentisanosti zdravstvenih ustanova.
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