Avaliação da satisfação e fidelização de clientes: o caso de um hospital privado

• Autor(a) principal: Simões, Ana Daniela Ganhão
• Data de Publicação: 2014
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/8941
• topic: Satisfaction; Loyalty; Relationship Marketing; ECSI; Satisfação; Fidelização; Marketing relacional

Nowadays the private health care system in Portugal is characterized by a very strong competition and more and more demanding clients. In order to compete in this market and to achieve an outstanding position, private health institutions must embrace relationship marketing strategies, always having the growing need to keep satisfied clients and maintain long term relationships with them in mind. The aim of this study is to analyze the connection between the client’s levels of satisfaction in the ECSI model (European Customer Satisfaction Index), Trust and Commitment, and how often the costumers go to the private hospital at study. After further investigation, two new central dimensions of Relationship Marketing – Trust and Commitment - were added to the conceptual model adopted. A questionnaire was applied to a convenience sample of 377 costumers (of age), at a private hospital in the area of Lisbon, from January 27th to March 6th 2014. The main conclusions of this study are that despite having high expectations, clients are very pleased with the health care services provided by the hospital, with their quality and price. No major differences were found in the evaluation among genders. However it is clear that the older the costumer is, the higher he will evaluate the dimensions. No relationship was found between the number of times clients go to the hospital and the dimensions of the ECSI, Trust and Commitment.