بررسی رابطه رفتار کارکنان پزشکی با وفاداری بیماران بستری در بیمارستانی آموزشی در تهران
الموضوعات :
فرانک رهبری
1
(کارشناس‌ارشد مدیریت خدمات بهداشتی و درمانی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران)
علی کمیلی
2
(استادیار، گروه مدیریت خدمات بهداشتی درمانی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران)
لیلا نظری منش
3
(استادیار، گروه مدیریت خدمات بهداشتی درمانی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران)
الکلمات المفتاحية: بعد حرفه‌ای رفتار, وفاداری بیمار, رفتار کارکنان پزشکی, بعد عاطفی رفتار,
ملخص المقالة :
مقدمه: در بیمارستان‌ها، بیماران با پزشکان و پرستاران بیشترین برخورد را دارند. ارتباط پزشکان و پرستاران با بیمار باید به گونه‌ای باشد که بیمار به ادامه‌ی مراقبت‌های پزشکی و وفاداری به بیمارستان تشویق شود. روش پژوهش: پژوهش حاضر از لحاظ روش از نوع توصیفی - پیمایشی و از لحاظ هدف کاربردی بود. ابزار گردآوری داده‌ها در این پژوهش پرسشنامه بر مبنای مدل رفتار پزشکی بوکیوایرن و همکاران[6]، رفتار پرستاری ولف و همکاران[19] و وفاداری بیماران دلکورت و همکاران[11] بود. نمونه آماری پژوهش 194 نفر از بیماران بخش‌های بستری بیمارستان سینا بود. داده‌های این پژوهش با استفاده از آمار توصیفی و آزمون‌های آمار استنباطی از جمله آزمون پیرسون و آزمون رگرسیون استفاده شد. یافته‌ها: مطابق یافته‌های تحلیل آزمون رگرسیون در سطح اطمینان 95 درصد (خطای کمتر از 5 درصد) رفتار کارکنان پزشکی در ابعاد حرفه‌ای رفتار پزشکان (p=0.00)، عاطفی رفتار پزشکان (p=0.00)، حرفه‌ای رفتار پرستاران (p=0.013) و عاطفی رفتار پرستاران (p=0.00) با وفاداری بیماران ارتباط معنادار دارد. نتیجه‌گیری: اگر مدیران بیمارستان‌ها بر تقویت و اثربخشی رفتار کارکنان پزشکی خود در ابعاد حرفه‌ای و عاطفی تمرکز داشته باشند و با بکارگیری رویکردهای مختلف آموزشی و انگیزشی در راستای بهبود آن و تطابق با نیاز بیماران حرکت نمایند نتایج قابل ملاحظه‌ای در رابطه با وفاداری بیماران برای بیمارستان‌ها در بلند مدت متصور خواهد بود.
1- Karimi, M H. The effect of quality of services perceived by patients on their loyalty to the hospital, with emphasis on the role of satisfaction interfaces: private hospitals in Mashhad, Department of Management, Faculty of Administrative Sciences and Economic Sciences, Ferdowsi University of Mashhad; 2014: 4. [Persian]
2- Tabibi S J, Gohari M R, Sabahi Bidgoli M, Shahri S. The Impact of Service Quality on the Loyalty of Patients Referring To Outpatient Clinics of Studied Hospitals in Tehran. Payavard, 2012; 6 (3): 194-203. [Persian]
3- Chaudhuri, A, Holbrook, M B. The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 2001; 65(2): 81-93.
4- Sehhat, S, Otoofi, A, Yusefi, A. Factors Influencing Patients Loyalty to Hospitals Brands Using Structural Equation Modeling: 2011-2012. Journal of Health & Development, 2014; 2(4): 285-295. [Persian]
5- Morgan, R, Hunt, S. The commitment-trust theory of relationship marketing. Journal of Marketing, 1994; 58(3): 20-38.
6- Boquiren, V, Hack, T, Beaver, K, Williamson, S. What do measures of patient satisfaction with the doctor tell us? Patient Education and Counseling, G Model PEC-5062; 2015.
7- Tung YC, Chang GM. Patient satisfaction with and recommendation of a primary care provider: association of perceived quality and patient education. International Journal for Quality in Health Care, 2009; 21(3): 206-13.
8- Fatima T, Alam Malik S, Shabbir A. Hospital Healthcare Service Quality, Patient Satisfaction and Loyalty: An Investigation in context of Private Healthcare Systems", International Journal of Quality & Reliability Management; April 2017.
9- Lis CG, Rodeghier M, Gupta D. The relationship between perceived service quality and patient willingness to recommend at a national oncology hospital network. BMC Health Servcie Research, 2011; 11(46).
10- Sumaedi, S, Bakti I, Rakhmawati T, Judhi N, Yarmen, A, Widianti,T .Patient loyalty model. Leadership in Health Services, 2015; 28(3): 245–258.
11- Delcourt C, Gremler D, Van Riel A, Van Birgelen, M. Effects of perceived employee emotional competence on customer satisfaction and loyalty the mediating role of rapport. Journal of Service Management, 2013, 24(1): 5-24.
12- Zhou W, Wan Q, Liu C, Feng X, Shang S. Determinants of patient loyalty to healthcare providers: An integrative review. International Journal for Quality in Health Care; 2017: 1–8.
13- Astuti H, Nagase k. A framework for conceptualizing patient loyalty to healthcare organizations. Health Services Management Research, 2016; 29(3): 70–78.
14- Zarei, E, Musazadeh, A. Factors Determining the Loyalty of Outpatients: a Study in Educational Hospitals. Quarterly Journal of Health Management, 2015; 5: 68-59. [Persian]
15- Khadem Al-Husseini Z, Khadem Al-Husseini M, Mahmoudian F. Review of the ethical and behavioral role of the physician in respect of medical instructions by the patient in the treatment process. Journal of Medical Ethics, Third Year, 2009; 8: 101-91. [Persian]
16- Pierr LC, Tassy S. The philosophical moment of the medical decision: revisiting emotions felt, to improve ethics of future decisions. J Med. Ethics, 2007; 33: 470-472.
17- Izadi A, Imani H, Khademi Z, FariAsadi Noughabi F, Hajizadeh N, Naghizadeh F. Moral sensitivity of critical care nurses in clinical decision making and its correlation with their caring behavior in teaching hospitals of Bandar Abbas in 2012. ijme. 2013; 6 (2): 43-56. [Persian]
18- Baljani E, Azimi N, Hosseinloo A. A survey on nurses’ perception of the importance of caring behaviors and factors affecting its provision, Quarterly Journal of Evidence-Based Care, 2013; 2(2): 21-14. [Persian]
19- Wolf ZR, Colahon M, Costello A, Warwick F, Ambrose MS, Giardino ER, Relationship between nurse caring & patient satisfaction. Med Surg Nurs, 1998; 7(2): 99-105.
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1- Karimi, M H. The effect of quality of services perceived by patients on their loyalty to the hospital, with emphasis on the role of satisfaction interfaces: private hospitals in Mashhad, Department of Management, Faculty of Administrative Sciences and Economic Sciences, Ferdowsi University of Mashhad; 2014: 4. [Persian]
2- Tabibi S J, Gohari M R, Sabahi Bidgoli M, Shahri S. The Impact of Service Quality on the Loyalty of Patients Referring To Outpatient Clinics of Studied Hospitals in Tehran. Payavard, 2012; 6 (3): 194-203. [Persian]
3- Chaudhuri, A, Holbrook, M B. The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 2001; 65(2): 81-93.
4- Sehhat, S, Otoofi, A, Yusefi, A. Factors Influencing Patients Loyalty to Hospitals Brands Using Structural Equation Modeling: 2011-2012. Journal of Health & Development, 2014; 2(4): 285-295. [Persian]
5- Morgan, R, Hunt, S. The commitment-trust theory of relationship marketing. Journal of Marketing, 1994; 58(3): 20-38.
6- Boquiren, V, Hack, T, Beaver, K, Williamson, S. What do measures of patient satisfaction with the doctor tell us? Patient Education and Counseling, G Model PEC-5062; 2015.
7- Tung YC, Chang GM. Patient satisfaction with and recommendation of a primary care provider: association of perceived quality and patient education. International Journal for Quality in Health Care, 2009; 21(3): 206-13.
8- Fatima T, Alam Malik S, Shabbir A. Hospital Healthcare Service Quality, Patient Satisfaction and Loyalty: An Investigation in context of Private Healthcare Systems", International Journal of Quality & Reliability Management; April 2017.
9- Lis CG, Rodeghier M, Gupta D. The relationship between perceived service quality and patient willingness to recommend at a national oncology hospital network. BMC Health Servcie Research, 2011; 11(46).
10- Sumaedi, S, Bakti I, Rakhmawati T, Judhi N, Yarmen, A, Widianti,T .Patient loyalty model. Leadership in Health Services, 2015; 28(3): 245–258.
11- Delcourt C, Gremler D, Van Riel A, Van Birgelen, M. Effects of perceived employee emotional competence on customer satisfaction and loyalty the mediating role of rapport. Journal of Service Management, 2013, 24(1): 5-24.
12- Zhou W, Wan Q, Liu C, Feng X, Shang S. Determinants of patient loyalty to healthcare providers: An integrative review. International Journal for Quality in Health Care; 2017: 1–8.
13- Astuti H, Nagase k. A framework for conceptualizing patient loyalty to healthcare organizations. Health Services Management Research, 2016; 29(3): 70–78.
14- Zarei, E, Musazadeh, A. Factors Determining the Loyalty of Outpatients: a Study in Educational Hospitals. Quarterly Journal of Health Management, 2015; 5: 68-59. [Persian]
15- Khadem Al-Husseini Z, Khadem Al-Husseini M, Mahmoudian F. Review of the ethical and behavioral role of the physician in respect of medical instructions by the patient in the treatment process. Journal of Medical Ethics, Third Year, 2009; 8: 101-91. [Persian]
16- Pierr LC, Tassy S. The philosophical moment of the medical decision: revisiting emotions felt, to improve ethics of future decisions. J Med. Ethics, 2007; 33: 470-472.
17- Izadi A, Imani H, Khademi Z, FariAsadi Noughabi F, Hajizadeh N, Naghizadeh F. Moral sensitivity of critical care nurses in clinical decision making and its correlation with their caring behavior in teaching hospitals of Bandar Abbas in 2012. ijme. 2013; 6 (2): 43-56. [Persian]
18- Baljani E, Azimi N, Hosseinloo A. A survey on nurses’ perception of the importance of caring behaviors and factors affecting its provision, Quarterly Journal of Evidence-Based Care, 2013; 2(2): 21-14. [Persian]
19- Wolf ZR, Colahon M, Costello A, Warwick F, Ambrose MS, Giardino ER, Relationship between nurse caring & patient satisfaction. Med Surg Nurs, 1998; 7(2): 99-105.
