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
[In Persian].
2. Hawkins D, Best R, Coney J, Kenneth A. Consumer Behavior: Building Marketing Strategy. Trans. Roosta A and
Bathaei A. Tehran, Iran: Sargol Publication; 2006. [In Persian].
3. Walker OC, Mullins JW, Harper JR. Marketing Strategy: A Decision-focused Approach. Trans. Arabi SM, Izadi
D, Tehran. Tehran, Iran: Cultural researches Office Publication; 2001.
4. Ahmadzadeh Jazi S. The influencing factors on costumers image formation about hospitals affiliated to social
security and Medical Science University in Isfahan City [Thesis]. Isfahan, Iran: School of Administrative
Sciences and Economics, The University of Isfahan; 2008. [In Persian].
5. Christie DA. Trilateral Model for the Management of Corporate Image: an examination of inter - relationship
between an organization's self image, its protected image and its perceived image [Thesis]. South Brisbane,
Queensland: Griffith University; 2002. p. 19-35.
6. Alipour E. Organizational mind Image. Tadbir 2004; 15(151): 80-3. [In Persian].
7. Schroff K. The power of fast. Pharmaceutical executive 2002; 22(4): 110-6.
8. Boyle M. The shiniest reputations in tarnished times in fortune [Online]. 2002 [cited 2002 Mar 4]; Available
from: URL: http://money.cnn.com/magazines/fortune/fortune_archive/2002/03/04/319092/index.htm/
9. Steidl P, Emery G. Corporate Image and Identity Strategies: Designing the Corporate Future. Sydney, Australia:
Business & Professional Pub; 2007.
10.Rnjbareyan B. Marketing and Market Management. Tehran, Iran: Commercial Printing and Publishing
Corporation; 1999.
11.Wartick SL. Measuring Corporate Reputation Definition and Data. Business Society 2002; 41(4): 371-92.
12. Forrester MA. Psychology of the Image. London, UK: Routledge; 2002.
13.Martinez RJ, Norman PM. Whither reputation? The effects of different stakeholders. Business Horizons, 2004;
47(5): 25-32.
14.Rose R, Mishler W, Haerpfer C. Studies in Comparative International Development. Social capital in civic and
stressful societies 1997; 32(3): 85-111.
15.Marr B. Impacting Future Value: How to Manage your Intellectual Capital. Proceedings of the 5th European
Conference on Information Management and Evaluation; 2011 Sep 8-9; Como, Italy; 2011.
16.Brunner LS, Bare BG, Suddarth DS, Smeltzer SC. Brunner and Suddarth's Textbook of Medical-surgical
Nursing. Philadelphia, PA: Lippincott; 2000.
17.Hassanzadeh R, Etesami A. Investigation of manager's effective relationship on staff and nurses's hospitals. Iran J
Nurs Midwifery Res 2001; 1(2): 21-6.
18.Holte A. Professional communication skills. Scandinavian Journal of Primary Health Care 1990; 8(3): 131-3.
19.Chant S, Jenkinson T, Randle J, Russell G. Communication skills: some problems in nursing education and
practice. J Clin Nurs 2002; 11(1): 12-21.
20. Sarookhani B. Sociology of Communication. 2nd ed. Etelaat Publication; 1990. [In Persian].
21.Ansari M, Amireyan Sadr S. The role of personal communication skills in establishing total quality management
systems. Proceedings of the 6th International conference of quality managers; 2008 Dec 20-22; Tehran, Iran;
2008. [In Persian].
22. Farhangi AA. Human Communication. Tehran, Iran: Tims Publication; 1994.
23.Raatikainen R. Dissatisfaction and insecurity of patients in domiciliary care. J Adv Nurs 1991; 16(2): 154-64. 24. Abedi Ardakani M. Training effect in promoting knowledge and skills of staff [Online]. 2010; Available from: URL:
http://www.yazdprisons.ir/index.php?Module=SMMArticles&SMMOp=View&SMM_CMD=&PageId=106/
[In Persian].
25.Davenport TH, Prusak L. Knowledge Management: Success in the global economy based on the information,
Trans. Rahmanseresht H. Tehran, Iran: Sapko Publication; 2000. [In Persian].
26.Vasquez ML, Gomez CF, Lopez AM, Robledo J. Knowledge management systems assessment: a conceptual
framework and a methodological proposal [Online]. 2004; Available from: URL:
http://www.researchgate.net/publication/228860878_Knowledge_management_systems_assessment_a_conceptu
al_framework_and_a_methodological_proposal/
27. Lim PC, Tang NK, Jackson PM. An innovative framework for health care performance measurement. Managing
Service Quality 1999; 9(6): 423-33.
28.Brooking A. Intellectual Capital, Core Assets for the Third Millenium Enterprise. London, UK: International
Thomson Business Press; 1996.
29.Human HA. Structural Equation Modeling with LISREL Application. Tehran, Iran: SAMT; 2006.
30.Bader MM. Nursing care behaviors that predict patient satisfaction. J Nurs Qual Assur 1988; 2(3): 11-7.
31. Thomas LH, MacMillan J, McColl E, Priest J, Hale C, Bond S. Obtaining patients' views of nursing care to
inform the development of a patient satisfaction scale. Int J Qual Health Care 1995; 7(2): 153-63.
32.Ghods AA, Mohammadi E, Vanaki Z, Kazem Nejad A. Meaning of patient satisfaction of nurses: A qualitative
research. Journal of Medical Ethics and History of Medicine 2011; 4(1): 47-61.
33.Bakker DA, Fitch MI, Gray R, Reed E, Bennett J. Patient-health care provider communication during
chemotherapy treatment: the perspectives of women with breast cancer. Patient Educ Couns 2001; 43(1): 61-71.
34. Shakerineya I. Doctor-patient relationship and its role on patient's satisfaction of Treatment Process. Journal of
Medical Ethics and History of Medicine 2010; 2(3): 9-16. [In Persian].
35.Murthy N. The quality of family welfare services in rural Maharashtra. In: Koenig MA, Khan ME, Editors.
Improving quality of care in India's family welfare programme: the challenge ahead. New York, NY: Population
Council; 1999. p. 33-48.
36.Kabiri F. Evaluation of how establishing nurses communication with patients that Hospitalizationed in parts of
the heart in affiliated hospitals to Ministry of Health and Medical Education [Thesis]. Tehran, Iran: School of
Nursing and Midwifery, Tehran University of Medical Sciences; 1992. [In Persian].
37.Nasiri M. Evaluation of observing to Domains of patient by of health care workers in Isfahan hospitals.
Proceedings of the Patient Safety Conference; 2002 Oct 13-15; Tabriz, Iran; 2002. p. 35-42. [In Persian].
38.Nasiri M. Study of obedience of nursing-patient relationship principles from the viewpoints of patients and
nurses. Iran J Nurs Midwifery Res 2005; 10(3): 16-20. [In Persian].
39.McQueen A. Nurse-patient relationships and partnership in hospital care. Journal of Clinical Nursing 2000; 9(5):
723-31.
40.Rollnick S, Kinnersley P, Butler C. Context-bound communication skills training: development of a new method.
Med Educ 2002; 36(4): 377-83.
41.Cheraghchi MT. What patients expect from physicians? Global Hygiene 1995; 10(1): 16-22. [In Persian].
42. Leyaghat Gh. Doctor-patient relationship. Global Hygiene 1995; 10(1): 13-6.
43.Mohammadi A, Eftekhar Ardebffi H, Akbari Haghighi F, Mahmoudi M, Poorreza A. Evaluation of services
quality based on the patients' expectations and perceptions in Zanjan hospitals. J Sch Public Health Inst Public
Health Res 2004; 2(2): 71-84. [In Persian].
44.Omrani A. The relationship between nurse's organizational commitment whit hospitalization service qualities in
Social Security Hospitals in Tehran [MSc Thesis]. Tehran, Iran: Science and Research Branch, Islamic Azad
University; 2007.
45.Norri Hekmat S. Application of Service quality gap model (SeevQual) in Rasoul Akram Hospital [MSc Thesis].
Tehran, Iran: Iran University of Medical Sciences; 2006. [In Persian].
46.Kim KH, Kim KS, Kim DY, Kim JH, Kang SH. Brand equity in hospital marketing. Journal of Business
Research 2008; 61(1): 75-82.
47.Kim J, Suh E, Hwang H. A model for evaluating the effectiveness of CRM using the balanced scorecard. Journal
of Interactive Marketing 2003; 17(2): 5-19.
48. Pappu R, Quester P. Does customer satisfaction lead to improved brand equity? An empirical examination of two
categories of retail brands. Journal of Product & Brand Management 2006; 15(1): 4-14.
49. Salami S, Samoe R. Assessment of Patient Satisfaction from Health Services in Educational Hospitals of Isfahan,
Iran. Health Inf Manage 2011; 8(8): 1097-104. [In Persian].
50.Mosadeg Rad A. The Assessment of Patients Satisfaction from services in Razi Hospital in Gazvin . Health Inf
Manage 2004; 1(1): 28-32. [In Persian].
)