| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| Dissertação de mestrado_16047 | 715.88 KB | Adobe PDF |
Orientador(es)
Resumo(s)
Este estudo teve como objetivo avaliar as experiências e a satisfação dos clientes que frequentaram o centro de saúde fictício Clínica Vitalis, que oferece terapias alternativas, no que diz respeito aos serviços prestados. Foi aplicado um desenho quantitativo, descritivo e transversal. Os dados foram recolhidos em janeiro de 2026 através de um questionário autoaplicável, anónimo e confidencial, mas após a autorização formal da administração da clínica. Elementos tangíveis, fiabilidade/capacidade de resposta, empatia, garantia/segurança, comunicação centrada no paciente, satisfação geral/valor percebido, lealdade e boca a boca foram as oito dimensões de experiência e satisfação que foram medidas através do instrumento. A devolução de 170 questionários (uma taxa de resposta de 85%) permitiu a obtenção de dados válidos. Os resultados demonstram avaliações positivas dos clientes em geral, com especial destaque para o ambiente físico, a limpeza, a empatia da equipa, as competências, a perceção de segurança do cliente, a comunicação e o papel dos clientes nas decisões relativas ao tratamento. Os aspetos mais sensíveis foram o tempo de espera e a disposição para continuar a utilizar os serviços caso houvesse um aumento nos preços. As recomendações de outras pessoas do círculo familiar e de amigos (principalmente pais de outros clientes) foram a principal fonte de conhecimento da clínica, com a Internet e as redes sociais em segundo lugar, o que destaca a necessidade de estratégias de marketing relacional e boca a boca para serem eficazes na reputação da clínica. Os resultados sugerem que os clientes tendem a considerar a Clínica Vitalis como prestadora de serviços de qualidade, devendo a gestão procurar melhorar os aspetos relacionados com a perceção do valor económico e a eficiência operacional.
The objective of this study was to evaluate the experiences and satisfaction of clients who visited the fictitious health center Clínica Vitalis, which offers alternative therapies, regarding the services provided. A quantitative, descriptive, cross-sectional design was used. Data were collected in January 2026 using a self-administered, anonymous, and confidential questionnaire, following formal authorization from the clinic’s administration. Tangibles, reliability/responsiveness, empathy, assurance/safety, patient-centered communication, overall satisfaction/perceived value, loyalty, and word-of-mouth were the eight dimensions of experience and satisfaction measured using the instrument. The return of 170 questionnaires (an 85% response rate) allowed for the collection of valid data. The results show generally positive client evaluations, with particular emphasis on the physical environment, cleanliness, staff empathy, competence, clients’ perception of safety, communication, and clients’ role in treatment decisions. The most sensitive issues were waiting times and willingness to continue using the services in the event of a price increase. Recommendations from family and friends (primarily parents of other clients) were the main source of awareness of the clinic, with the Internet and social media coming in second, highlighting the need for effective relationship marketing and word-of-mouth strategies to enhance the clinic’s reputation. The results suggest that clients tend to view Clínica Vitalis as a provider of quality services; management should therefore seek to improve aspects related to the perception of economic value and operational efficiency.
The objective of this study was to evaluate the experiences and satisfaction of clients who visited the fictitious health center Clínica Vitalis, which offers alternative therapies, regarding the services provided. A quantitative, descriptive, cross-sectional design was used. Data were collected in January 2026 using a self-administered, anonymous, and confidential questionnaire, following formal authorization from the clinic’s administration. Tangibles, reliability/responsiveness, empathy, assurance/safety, patient-centered communication, overall satisfaction/perceived value, loyalty, and word-of-mouth were the eight dimensions of experience and satisfaction measured using the instrument. The return of 170 questionnaires (an 85% response rate) allowed for the collection of valid data. The results show generally positive client evaluations, with particular emphasis on the physical environment, cleanliness, staff empathy, competence, clients’ perception of safety, communication, and clients’ role in treatment decisions. The most sensitive issues were waiting times and willingness to continue using the services in the event of a price increase. Recommendations from family and friends (primarily parents of other clients) were the main source of awareness of the clinic, with the Internet and social media coming in second, highlighting the need for effective relationship marketing and word-of-mouth strategies to enhance the clinic’s reputation. The results suggest that clients tend to view Clínica Vitalis as a provider of quality services; management should therefore seek to improve aspects related to the perception of economic value and operational efficiency.
Descrição
Palavras-chave
Qualidade de serviço Marketing Medicinas complementares e alternativas Satisfação e experiência do cliente Case study Terapias não convencionais Clientes Service quality Complementary and alternative medicines Clients satisfaction and experience Unconventional therapies Clients