Compreendendo os sinais da qualidade na saúde: um estudo de caso de uma clínica de tratamento oncológico

Abstract

Customers interact with organizations to obtain services. ln interacting with organizations, customers consciously and unconsciously filter experience clues and organize them into a set of impressions, some more rational or calculative and others more emotional. Clues fall into three main categories: functional clues, mechanic clues, and human clues. This research aims to describe the approach of service clue to understanding the key dimensions that affect the quality of service. The health sector was chosen for its importance and peculiarities regarding other. To achieve this goal we performed a case study of a clinical oncology treatment prominent industry, which allowed a new point ofview on quality services. The instruments used were interviews, questionnaires and document analysis for data collection. The approach of the service clues allowed a different quality traditionally used. The results of the research revealed the need to understand the senrice from the perspective of lived experience and desired by customers. lt appears today a great emphasis on quality management systems regarding the reliability aspects associated with the process, clearly linked to functional clue, to the detriment of human and mechanical clues. The last two are more targeted by the leaders than by quality management systems adopted. I\/luch of the quality tools used by the organization is basic character, indicating that the future can be adopted more sophisticated tools to obtain more meaningful results. It is concluded that the service quality has more dimensions than the quality in manufacturing. lt is notenough to ensure the functional clue. The way and the environment in which it is delivered affect the perception of qualiw by the customer. ln this direction, the organization needs to know everything that customers feel about this experience in the customer service.