Sağlık Hizmetlerinde Beklemeye İlişkin Alıcıların Duygusal Tepkileri

Yıl 2019, Cilt: 21 Sayı: 3, 548 - 573, 16.12.2019

Eda Yılmaz Alarçin

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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