Qualidade em serviços: um estudo sobre as influências da qualidade do serviço na satisfação e lealdade dos pacientes de uma clínica de diagnóstico por imagem

Abstract

The aim of this study is to analyze the influences of the quality of service provided on the satisfaction and loyalty of two patients at a diagnostic imaging clinic. The dimensions of the proposed model are based on studies by Parasuraman, Zeithaml and Berry (1985), with the insertion of dimensions related to Loyalty (SETH; MOMAYA; GUPTA, 2005; MAJUMDAR, 2005). A quantitative approach was adopted in this study. A research population for patients from a diagnostic imaging clinic, shown to be composed of 100 patients. Data are analyzed by means of ServQual and Multiple Linear Regression. In the ServQual analysis of two 22 attributes investigated, 15 of them showed positive disconfirmation results, 3 of them with simple confirmation results and 4 of them denoted sources of dissatisfaction for two clients in relation to the services provided. Or individualized attention, or an attribute with a greater discrepancy between expectation and perception, or one of greater dissatisfaction. There are more satisfactory items with two Tangibility constructs, another important attribute with a positive gap that the clinic performs or attends to the correct logo for the first time. A regression analysis shows that the model explains 51.8% of the overall loyalty of two patients to the clinic, as dimensions related to Tangibility and Attention, which are excluded from the model because they are not significant. A common explanatory dimension about loyalty to Efficiency, at 40.5%.