Sağlık Hizmetlerinde Beklemeye İlişkin Alıcıların Duygusal Tepkileri

Öz

Ülke ekonomisi için önemli olan hizmetler kendilerine has özellikleriyle ayrı bir pazarlama alanı oluşturmaktadırlar. Soyutluk, ayrılmazlık/ üretim ve tüketimin eş zamanlı gerçekleşmesi, depolanamama ve değişkenlik, hizmetleri fiziksel mallardan ayıran özellikler arasında yer almaktadır. Soyutluk, hizmetlerin başka ek unsurlardan yola çıkılarak değerlendirilmesine yol açmaktadır. Bu kapsamda hizmet alım süreçlerinde yaşanan beklemeler, alıcılar tarafından çoğunlukla olumsuz değerlendirilmektedir. Konu sağlık hizmetleri açısından ele alındığında beklemenin alıcı tepkilerini ve hizmet değerlendirmelerini etkileyeceği ileri sürülmektedir. Bu çalışmada beklemenin muayene süreçleri içerisinde yaşandığı aşamaya göre alıcıların duygusal tepkilerinin farklılaşıp farklılaşmadığı ölçülmeye çalışılmaktadır. Üniversite öğrencileri üzerinde uygulanan bu çalışmada veri toplama yöntemi olarak anket kullanılmış ve 403 kişi ile yüz yüze görüşme yapılmıştır. Bu araştırmada birbiriyle ilişkili çok sayıdaki değişkeni az sayıda, anlamlı ve birbirinden bağımsız faktörler haline getirmek amacıyla çok değişkenli istatistik tekniklerinden olan “keşfedici faktör analizi”nden yararlanılmıştır. Bunun yanı sıra fark testlerinden “bağımsız gruplar t- testi” ve “bağımlı gruplar t testi” kullanılmıştır.

Anahtar Kelimeler

• Bekleme,Duygusal tepki,Sağlık hizmeti

Patients’ Affective Reactions to Waiting in Health Care Services

Öz

The services that are important for the national economy have been creating a particular marketing area with their unique characteristics. Intangibility, inseparability/ simultaneity of production and consumption, perishability and variability are among the features that distinguish services from physical goods. Intengibility leads to the evaluation of services based on some other additional elements. In this context, the waiting time in service purchase processes are mostly evaluated negatively by the customers. When the issue is considered from the point of view of health services, it is suggested that waiting time will affect customer reactions and service evaluations. The aim of this study is to measure whether the affective reactions of the customers differ or not, based on the stage when waiting time occured within the examination process. In this study applied on university students, a questionnaire was used as a data collection method and a face-to-face interview was conducted with 403 people. In this research, exploratory factor analysis, which is one of the multivariate statistical techniques, has been used to make a large number of interrelated variables a few, meaningful and independent factors. In addition, "independent sample t-test" and "paired sample t-test" were used for the difference tests.

Anahtar Kelimeler

• Waiting,Affective reactions,Health care services

Kaynakça

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