Моделовање сатисфакције корисника задравствених услуга: подаци из Србије
Sažetak
Лојалност корисника, са сатисфакцијом као својим главним предусловом, дуго се сматрају главним циљевима услужних бизниса. Са порастом броја пружаоца здравствених услуга, што је довело до пораста конкурентских притиска на тржишту, питање како задовољити и задржати пацијенте добија све више пажње међу истраживачима и менаџментом здравствених организација. Стога, ова студија има за циљ да испита детерминанте сатисфакције пацијената и директан и посредован утицај сатисфакције на намеравано понашање пацијената у контексту који је до сада недовољно истражен, као што је то здравствени систем у земљама у развоју. Студија је спроведена у контексту примарне здравствене заштите, на пригодном узорку од 300 пацијената, помоћу структурираног упитника. Применом моделовања помоћу структурних једначина (СЕМ) откривен је директан утицај квалитета здравствених услуга на сатисфакцију пацијената, као и посредован утицај квалитета услуга на сатисфакцију, путем перципиране вредности здравствених услуга. Поред директног утицаја задовољства на намеравано понашања пацијената, његов укупни утицај на позитивне намере пацијената повећава се утицајем посвећености пацијената здравственој установи, при чему се посвећеност пацијената, како показују налази ове студије, повећава са порастом поверења пацијената у здравствену установу. Теоријске и практичне импликације, које произилазе из овог истраживања, размотрене су у раду и наведене су смернице за даља истраживања.
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