Desenvolvimento de uma ferramenta de marketing digital para medição do nível de biossegurança do consultório odontológico sob a perspectiva dos clientes
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Data
2018-06-15
Autores
Maciel, Thayla Tessa Scarabel
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Editor
Universidade Estadual Paulista (Unesp)
Resumo
Com intenção de ajudar os profissionais a praticar uma Odontologia mais abrangente, este trabalho teve o objetivo de aplicar conceitos de marketing de serviços na elaboração de uma ferramenta digital para medir a qualidade do serviço oferecido no quesito biossegurança, sob a perspectiva dos próprios clientes. Para isso, a pesquisa foi dividida em 4 etapas: i) identificação dos atributos de biossegurança percebidos pelos clientes; ii) elaboração e validação de um questionário; iii) desenvolvimento da ferramenta; iv) experimentação em uma clínica-escola, consultório particular e em uma franquia de clínicas odontológicas. A adoção desta ferramenta, será um diferencial para o cirurgião dentista/gestor perante seus concorrentes e sobretudo, trará benefícios diretos aos seus clientes.
With the objective of improving the dental services provided, this dissertation has elaborated a tool for the dentist/manager to measure the perception of the quality of the service offered in the biosafety issue, from the perspective of its own clients. The project was divided in 4 stages: i) identification of the attributes of biosafety; perceived by the clients; ii) preparation and validation of a questionnaire iii) development of the tool, which will be useful for the dentist to diagnose the quality of biosafety of the dental office through the responses of the clients; iv) experimentation of the tool in a clinic-school, private practice and in a dental clinic franchise. The adoption of this tool will be a differential for the dentist/manager towards its competitors and above all, it will bring direct benefits to the clients.
With the objective of improving the dental services provided, this dissertation has elaborated a tool for the dentist/manager to measure the perception of the quality of the service offered in the biosafety issue, from the perspective of its own clients. The project was divided in 4 stages: i) identification of the attributes of biosafety; perceived by the clients; ii) preparation and validation of a questionnaire iii) development of the tool, which will be useful for the dentist to diagnose the quality of biosafety of the dental office through the responses of the clients; iv) experimentation of the tool in a clinic-school, private practice and in a dental clinic franchise. The adoption of this tool will be a differential for the dentist/manager towards its competitors and above all, it will bring direct benefits to the clients.
Descrição
Palavras-chave
Marketing de serviço de saúde, Satisfação do paciente, Biossegurança, Marketing health services, Patient satisfaction, Biosafety