La aplicación del marketing en hospitales públicos desde la perspectiva de los funcionarios: El caso de un hospital del sur de Chile
Background: The implementation of the marketing strategies in public hospitals provides management advantages and improves the relationship between customers and staff. Aim: To analyze the application of marketing strategies in a public hospital, from the perspective of the staff. Material and metho...
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| Lenguaje: | Spanish / Castilian |
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Sociedad Médica de Santiago
2006
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oai:scielo:S0034-988720060003000142006-05-02La aplicación del marketing en hospitales públicos desde la perspectiva de los funcionarios: El caso de un hospital del sur de ChileRiveros S,JorgeBerné M,Carmen Delivery of healthcare Hospitals, public Marketing of Health Services Background: The implementation of the marketing strategies in public hospitals provides management advantages and improves the relationship between customers and staff. Aim: To analyze the application of marketing strategies in a public hospital, from the perspective of the staff. Material and methods: A structured survey that asked about perceptions in 50 items about communication between personnel and customers/users, customer satisfaction, participation in the development of new policies and incentives for efficiency was applied to a stratified sample of the staff. Factorial and regression analyses were performed to define the impact of marketing strategies on the degree of preoccupation and orientation of the organization towards the satisfaction of customer needs. Results: The survey was applied to 74 males and 122 females. The survey showed that the orientation of the hospital towards the satisfaction of its beneficiaries basically depends on the generation of an organizational culture oriented towards them and the implementation of adequate policies in staff management and quality of service. These basic aspects can be accompanied with practices associated to the new marketing approaches such as a market orientation, customer orientation and relational marketing. All these factors presented positive and significant relations. Conclusions: New marketing strategies should be applied, to achieve an efficient and customer oriented hospital managementinfo:eu-repo/semantics/openAccessSociedad Médica de SantiagoRevista médica de Chile v.134 n.3 20062006-03-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0034-98872006000300014es10.4067/S0034-98872006000300014 |
| institution |
Scielo Chile |
| collection |
Scielo Chile |
| language |
Spanish / Castilian |
| topic |
Delivery of healthcare Hospitals, public Marketing of Health Services |
| spellingShingle |
Delivery of healthcare Hospitals, public Marketing of Health Services Riveros S,Jorge Berné M,Carmen La aplicación del marketing en hospitales públicos desde la perspectiva de los funcionarios: El caso de un hospital del sur de Chile |
| description |
Background: The implementation of the marketing strategies in public hospitals provides management advantages and improves the relationship between customers and staff. Aim: To analyze the application of marketing strategies in a public hospital, from the perspective of the staff. Material and methods: A structured survey that asked about perceptions in 50 items about communication between personnel and customers/users, customer satisfaction, participation in the development of new policies and incentives for efficiency was applied to a stratified sample of the staff. Factorial and regression analyses were performed to define the impact of marketing strategies on the degree of preoccupation and orientation of the organization towards the satisfaction of customer needs. Results: The survey was applied to 74 males and 122 females. The survey showed that the orientation of the hospital towards the satisfaction of its beneficiaries basically depends on the generation of an organizational culture oriented towards them and the implementation of adequate policies in staff management and quality of service. These basic aspects can be accompanied with practices associated to the new marketing approaches such as a market orientation, customer orientation and relational marketing. All these factors presented positive and significant relations. Conclusions: New marketing strategies should be applied, to achieve an efficient and customer oriented hospital management |
| author |
Riveros S,Jorge Berné M,Carmen |
| author_facet |
Riveros S,Jorge Berné M,Carmen |
| author_sort |
Riveros S,Jorge |
| title |
La aplicación del marketing en hospitales públicos desde la perspectiva de los funcionarios: El caso de un hospital del sur de Chile |
| title_short |
La aplicación del marketing en hospitales públicos desde la perspectiva de los funcionarios: El caso de un hospital del sur de Chile |
| title_full |
La aplicación del marketing en hospitales públicos desde la perspectiva de los funcionarios: El caso de un hospital del sur de Chile |
| title_fullStr |
La aplicación del marketing en hospitales públicos desde la perspectiva de los funcionarios: El caso de un hospital del sur de Chile |
| title_full_unstemmed |
La aplicación del marketing en hospitales públicos desde la perspectiva de los funcionarios: El caso de un hospital del sur de Chile |
| title_sort |
la aplicación del marketing en hospitales públicos desde la perspectiva de los funcionarios: el caso de un hospital del sur de chile |
| publisher |
Sociedad Médica de Santiago |
| publishDate |
2006 |
| url |
http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0034-98872006000300014 |
| work_keys_str_mv |
AT riverossjorge laaplicaciondelmarketingenhospitalespublicosdesdelaperspectivadelosfuncionarioselcasodeunhospitaldelsurdechile AT bernemcarmen laaplicaciondelmarketingenhospitalespublicosdesdelaperspectivadelosfuncionarioselcasodeunhospitaldelsurdechile |
| _version_ |
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