Customer Satisfaction in a Small Health Care Unit: Analysis of customer feedback and personnel attitudes towards the feedback process
Knuuti, Laura (2019)
Knuuti, Laura
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019101019824
https://urn.fi/URN:NBN:fi:amk-2019101019824
Tiivistelmä
All businesses should make customer appreciation their top priority instead of focusing on maximizing value for their shareholders. Data shows that maximising customer-value brings maximum profit to the shareholders, too. (Martin 2010: 61). Because health care is a highly personal service, health care businesses are required to pay attention to good leadership, knowing the customers’ expectations and providing them with emotional care. According to studies, personnel’s humanity and compassion plays a big role in perceived quality. (Baird 2014: 3-4.) As health care sector is becoming increasingly more competitive, customer experience and satisfaction is becoming the main factor in decision-making when choosing a service provider. By taking advantage of new technology more time should be invested to provide customers with more holistic care. (Morgan 2017.)
The aim of the study is to analyse customer feedback data and interview the personnel of a small health care unit to recognize drivers that affect customer loyalty and satisfaction and to find how the feedback system appears to the personnel and whether it is considered a good tool for developing the services. Acknowledgement of these factors is important for the organization to further improve their customer loyalty and satisfaction.
The study was carried out by analysing the customer feedback and interviewing the employees. Customer feedback was analysed in thematic analysis and interviews implemented as semi-structured interviews.
Results indicate that main drivers affecting customer satisfaction in the health care unit are friendly and skilful personnel, availability and accuracy of appointment times, clear and timely communication, fluent and correct billing, nice ambience, reaching the wanted service and adequate resources to assure smooth services. Semi-structured personnel interviews reveal that the current feedback system is not well-known among the employees and considered a tool for the managers alone. Lack of time and personification of feedback prevents reporting all given feedback. Customer satisfaction is considered essential among the staff but customer expectations are not always considered realistic and are therefore hard to fill.
The aim of the study is to analyse customer feedback data and interview the personnel of a small health care unit to recognize drivers that affect customer loyalty and satisfaction and to find how the feedback system appears to the personnel and whether it is considered a good tool for developing the services. Acknowledgement of these factors is important for the organization to further improve their customer loyalty and satisfaction.
The study was carried out by analysing the customer feedback and interviewing the employees. Customer feedback was analysed in thematic analysis and interviews implemented as semi-structured interviews.
Results indicate that main drivers affecting customer satisfaction in the health care unit are friendly and skilful personnel, availability and accuracy of appointment times, clear and timely communication, fluent and correct billing, nice ambience, reaching the wanted service and adequate resources to assure smooth services. Semi-structured personnel interviews reveal that the current feedback system is not well-known among the employees and considered a tool for the managers alone. Lack of time and personification of feedback prevents reporting all given feedback. Customer satisfaction is considered essential among the staff but customer expectations are not always considered realistic and are therefore hard to fill.
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