Budowanie satysfakcji pacjenta na podstawie zaufania - studium empiryczne rynku usług medycznych

• Autorzy: Katarzyna Krot , Iga Rudawska

Warianty tytułu

Building Patient's Satisfaction upon Trust - Empirical Study of the Market for Healthcare Services

• Języki publikacji: PL

Abstrakty

Zaufanie pacjenta do lekarza, oprócz możliwości modelowania zachowań obu stron, może mieć również wartość marketingową. Stąd celem rozważań jest ukazanie roli zaufania do lekarzy w kreowaniu satysfakcji pacjenta, przy czym zaufanie to analizowane jest w trzech wymiarach: kompetencji, uczciwości i życzliwości lekarzy. Badanie metodą CAWI zostało przeprowadzone na ogólnopolskiej, reprezentatywnej próbie liczącej 982 osoby. W badaniu zastosowano metodę regresji wielorakiej. Z analizy danych wynika, że wszystkie wymiary zaufania są ważnymi i istotnymi statystycznie determinantami poziomu zadowolenia z opieki lekarskiej. Jest ono jednak silniej uzależnione od zaufania do kompetencji lekarzy niż przekonania o ich uczciwości czy życzliwości. Uzyskane wyniki mają zarówno walor poznawczy, jak i utylitarny. Pozwalają bowiem na zrozumienie źródeł erozji satysfakcji w relacji pacjent-lekarz w polskim systemie ochrony zdrowia oraz na skuteczne im przeciwdziałanie. Artykuł ma charakter badawczy i powstał w ramach grantu naukowego (nr DEC-2011/01/D/HS4/05664) finansowanego przez Narodowe Centrum Nauki. (abstrakt oryginalny)

EN

Trust between the doctor and the patient, in addition to the ability to model the behaviour of both sides, may also have a marketing value. Hence, the purpose of this paper is to show the role of trust in doctors in creation of patient's satisfaction, whereas trust is analysed in the three dimensions: competence, honesty and kindness of doctors. A CAWI survey was conducted on a nationwide, representative sample of 982 people. The study applied the multiple regression method. The analysis of data proves that all dimensions of trust are important and statistically significant determinants of patient's satisfaction with healthcare. However, it is more dependent on confidence in the competence of doctors than on belief in their honesty and kindness. The results bring both a cognitive value and utilitarian one. It permits to understand the sources of erosion of satisfaction in patient-doctor relationship in the Polish healthcare system and to effectively counteract them. It is the research paper, developed within the project (No DEC-2011/01/D/HS4/05664), funded by the National Science Centre. (original abstract)

Słowa kluczowe

PL

Zaufanie; Usługi medyczne; Personel medyczny; Badanie satysfakcji; Relacje pacjent-lekarz

EN

Trust; Medical services; Medical staff; Satisfaction research; Patient-doctor relationship

• Czasopismo: Handel Wewnętrzny
• Rocznik: 2016
• Numer: nr 4
• Strony: 110--121

Twórcy

autor

Katarzyna Krot

• Politechnika Białostocka

autor

Iga Rudawska

• Uniwersytet Szczeciński

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