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

Luciene Eberle; Gabriel Sperandio Milan

doi:10.5585/exactaep.v18n4.16274

Autores

Luciene Eberle Universidade de Caxias do Sul - UCS http://orcid.org/0000-0002-0282-5626
Gabriel Sperandio Milan Universidade do Vale do Rio dos Sinos http://orcid.org/0000-0003-3480-2653

DOI:

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

Palavras-chave:

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

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.

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Biografia do Autor

Luciene Eberle, Universidade de Caxias do Sul - UCS

Doutora em Administração - Associação Plena PUCRS/UCS, Mestre em Administração - Universidade de Caxias do Sul - UCS. Especialista em Administração Estratégica de Serviços e Graduação em Administração - Universidade de Caxias do Sul - UCS.

Gabriel Sperandio Milan, Universidade do Vale do Rio dos Sinos

Pós-Doutor em Administração na área de Marketing pela UFRGS - Universidade Federal do Rio Grande do Sul (2016). Doutor em Engenharia de Produção na área de Sistemas de Qualidade pela UFRGS (2006). Mestre em Engenharia de Produção na área de Qualidade e Gerência de Serviços pela UFRGS (2000). Especialista em Planejamento Econômico: Gestão Econômica da Empresa pela UCS - Universidade de Caxias do Sul (1998). Especialista em Administração de Marketing pela UCS (1996). Bacharel em Administração de Empresas pela UCS (1994).

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