Influence of healthcare institution managers' proactive approach to communication activities on patient satisfaction

Abstract

Background/Aim. Over the recent years customer satisfaction program as a tool for patient satisfaction has been recognized as an important issue in healthcare services. The aim of this preliminary study was to explore an influence of healthcare institution managers' approach and attitudes to marketing and public relations activities (communication activities), in the context of implementation of customer satisfaction programs, on patient satisfaction. Methods. The study was conducted among managers from different state-owned healthcare institutions (healthcare centers, clinics, hospitals) in Serbia. The structured questionnaire form, comprising both open and closed questions, was used as a main research tool. The total number of sent questionnaires was 120; 56 questionnaires were sent back, while 49 of them were valid. Results. It was shown that 42.9% of healthcare institutions apply proactive media approach, and that 35.7% of the organizations have a person who, besides his/her basic engagements, performs activities connected with marketing and public relations. Using Chi-square likelihood ratio test it is confirmed that these activities have a significant role in supporting customer satisfaction program implementation (p < 0.05). The results showed that in 69.4% cases, positive attitude of healthcare institutions managers toward marketing and public relations activities had positive influence on patient satisfaction (p < 0.05). Conclusion. Managers in healthcare sector in Serbia who used proactive approach toward media and who had already institutionalized communication activities with external stakeholders have a positive attitude to implementation of customer satisfaction program. Furthermore, managers' attitude toward communication activities has influence on patient satisfaction.Uvod/Cilj. Programi zadovoljstva korisnika usluga proucavaju se i primenjuju u sektoru zdravstvenih usluga kao instrumenti za postizanje zadovoljstva bolesnika. Cilj ovog preliminarnog istrazivanja medju menadzerima zdravstvenih institucija bio je ispitivanje uticaja njihovog pristupa i stavova prema aktivnostima marketinga i odnosa s javnoscu (aktivnostima komunikacije) u kontekstu primene programa zadovoljstva korisnika usluga na zadovoljstvo bolesnika. Metode. Istrazivanje je sprovedeno medju menadzerima drzavnih zdravstvenih institucija (domova zdravlja, klinika, bolnica). Struktuirani upitnik, sa otvorenim i zatvorenim pitanjima, koriscen je kao osnovni instrument istrazivanja. Poslato je ukupno 120 upitnika, a vraceno 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 zaduzenja, obavlja i aktivnosti marketinga i odnosa s javnoscu. Upotrebom hi-kvadrat LR testa potvrdjena je pretpostavka da ove aktivnosti imaju znacajnu ulogu u primeni programa zadovoljstava korisnika (p < 0,05). Kod 69,4% slucajeva, pozitivan stav menadzera zdravstvenih institucija prema aktivnostima marketinga i odnosa s javnoscu ima pozitivan uticaj na zadovoljstvo bolesnika (p < 0,05). Zakljucak. Menadzeri zdravstvenih institucija u Srbiji koji primenjuju proaktivan pristup medijima i koji su vec institucionalizovali komunikacijske aktivnosti unutar ustanove imaju i pozitivan stav prema primeni programa zadovoljstva korisnika usluga. Nadalje, stav menadzera prema komunikacijskim aktivnostima ima uticaja na zadovoljstvo bolesnika.