نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار، دانشکده مدیریت، دانشگاه سیستان و بلوچستان، سیستان و بلوچستان، ایران

2 مربی، مدیریت، عضو باشگاه پژوهشگران جوان، دانشکده‌ی مدیریت، دانشگاه آزاد اسلامی واحد بیرجند، بیرجند، ایران

3 مدیریت بازرگانی، دانشکده مدیریت و انفورماتیک پزشکی، دانشگاه علوم پزشکی اصفهان، اصفهان، ایران

چکیده

م
قدمه: تصویر مطلوب در بازار، دارایی پر ارزشی برای سازمان‌ها ‌محسوب می‌شود و عوامل مختلفی بر شکل‌گیری آن تأثیرگذارند. مدیران بیمارستان‌ها به عنوان یکی از مهم‌ترین نیروهای یک جامعه می‌بایست جهت ایجاد تصویری مطلوب از سازمان خود در اذهان مشتریان تلاش نمایند. هدف از پژوهش حاضر، تعیین تأثیر ادراک مشتریان از سرمایه‌ی انسانی (به طور خاص دانش و تخصص و مهارت‌های ارتباطی منابع انسانی) سازمان بر شکل‌گیری تصویر ذهنی آنان از بیمارستان بوده است.
روش بررسی: پژوهش حاضر توصیفی- پیمایشی است و جامعه‌ی آماری آن بیماران بستری در بخش‌های مختلف بیمارستان‌های وابسته به دانشگاه علوم پزشکی در شهر اصفهان در پاییز 1388 بودند. ابزار گردآوری اطلاعات، پرسش‌نامه بوده است و روایی آن با استفاده از تحلیل عاملی و پایایی با محاسبه Cronbach’s alpha مورد بررسی قرار گرفت.
یافته‌ها: سرمایه‌ی انسانی بر شکل‌گیری تصویر ذهنی مطلوب تأثیر مثبت و معنی‌داری (594/0 = B، 001/0 > P) دارد. در این میان تأثیر مؤلفه‌ی دانش و تخصص (622/0 = B، 001/0 > P) پررنگ‌تر از بعد مهارت‌های ارتباطی (548/0 = B، 001/0 < P) می‌باشد. در پایان مقاله رتبه‌های هر یک از مؤلفه‌های مورد بررسی سرمایه‌ی انسانی به تفکیک گروه‌های مورد بررسی (پزشکان، پرستاران، کارکنان، خدمه) ارایه گردید.
نتیجه‌گیری: با توجه به نتایج پژوهش می‌توان گفت ادراک مشتریان از دانش و تخصص منابع انسانی و مهارت‌های ارتباطی آنان بر شکل‌گیری تصویر ذهنی مشتریان از بیمارستان تأثیرگذار است؛ بنابراین لازم است که مدیران بیمارستان‌ها در راستای مدیریت بیمارستان و بازاریابی خدمات بیمارستان توجه به منابع انسانی موجود در بیمارستان و تبدیل آنان به سرمایه‌ی انسانی را مورد توجه قرار دهند

کلیدواژه‌ها

عنوان مقاله [English]

Effect of Customers’ Perception from Human Capital on Image of Customers about Hospital*

نویسندگان [English]

  • Habib Allah Doaei 1
  • Monireh Salehnia 2
  • Somayeh Ahmadzadeh-Jozi 3

1 Associate Professor, Management, School of Management, University of Sistan and Baluchestan, Sistan and Baluchestan, Iran

2 Lecturer, Management, Young Researchers Club, School of Management, Birjand Branch, Islamic Azad University of Birjand, Birjand, Iran

3 Business Management, School of Management and Medical Informatics, Isfahan University of Medical Sciences, Isfahan, Iran

چکیده [English]

Introduction: Having a desirable image in a market can be considered as an asset for an organization.
Therefore, using proper approaches, managers of such organizations must monitor and manage the image
of their organizations in order to achieve their organizational goals and their customer’s satisfaction. As an
important sector of every society, managers of hospitals also must try their best to induce a desirable
image of their organization in their customers’ mind. The present study aimed to evaluate the effect of
customers’ perception from human capital of organization on their mental image formation about hospital.
Methods: It was a descriptive survey, and the population were the inpatients of one of the hospitals which
was affiliated to Isfahan University of Medical Science in fall 2009. Data collection was done by a
questionnaire and its validity and reliability was confirmed by factor analysis and Cronbach’s alpha.
Results: Knowledge and communication skills of employees affected the customer's image formation about
hospital (B = 0.594, P < 0.001). Results showed that knowledge (B = 0.622; P < 0.001) had more influence
than communication skills (B = 0.548; P < 0.001). Finally, the study presented ranks of influencing factors
on image formation based on human resource groups (physicians, nurses, employees and staff).
Conclusion: Customers’ perception of knowledge and communication skills of employees affected the
customer's image formation about hospital; thus, for managing hospital and marketing services, managers
of hospital must attempt to promot human resource to human capital.

کلیدواژه‌ها [English]

  • Mental Image
  • Human Capital
  • Communication Skills
  • Hospitals
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