Desenvolvimento de novos serviços, orientação para o cliente, competências profissionais e retenção de clientes em serviços de saúde

Luciene Eberle, Gabriel Sperandio Milan

Resumo


Em mercados cada vez mais competitivos, o Desenvolvimento de Novos Serviços (DNS) assume um papel primordial na criação de desempenho e vantagem competitiva para as prestadoras de serviços. No presente estudo, foi elaborado e testado um Modelo Teórico, considerando os construtos Orientação para o Cliente, Competências Profissionais e Retenção de Clientes como consequentes do DNS. A amostra foi composta por clientes dos planos de saúde particular e consistiu em 247 casos válidos. Para a análise dos dados, foram utilizadas técnicas estatísticas multivariadas, através da modelagem de equações estruturais. Os resultados encontrados evidenciaram relações significativas entre os resultados de DNS, que afetam o sucesso dos novos serviços lançados pelo operador do plano de saúde, a partir da percepção dos clientes. Os novos serviços podem resultar em maior desempenho organizacional e maior competitividade para os provedores de serviços de saúde.

Palavras-chave


Desenvolvimento de Novos Serviços (DNS); Orientação para o Cliente; Competências profissionais; Retenção de Clientes; Saúde.

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Referências


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DOI: https://doi.org/10.5585/exactaep.v18n4.16274

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