ACTIONS TAKEN AGAINST DISSATISFACTION IN HEALTH INSTITUTIONS: EVALUATION OF COMPLAINT BEHAVIOUR THROUGH PERSPECTIVE OF PATIENTS

The prominence of health institutions within the service sector, rapidly developing technology and intensified competition is pushing health institutions to manage the complaints of patients. Management of complaints are one of the most effective tools for managing the business, identifying the shortcomings of service quality, determining obstacles in front of customer satisfaction, creating customer loyalty and managing customer relationship. One of the most important elements of the we live in is the customer-focused marketing approach in which the anticipatory consumers are at the center. Organizations that respond to these expectations in the light of client expectations and work to increase their satisfaction in case of dissatisfaction are differentiated from their competitors. Today, when customers are as valuable as financial capital, customers want to feel that they are very valuable. Now the primary goal of the institutions is to satisfy the customers and keep them connected to the institution and to ensure that their purchases are made permanent. The research was conducted in two private health institutions operating in Konya. In this study with 321 treated patients, the patients' complaints, notifications and evaluations of complaints reported by the health care facility during the time they were treated at the health care facility were analyzed according to the demographic variables of the respondents and their previous treatment at the institution. It is concluded that participants generally complain about employee's inadequacy and lack of hygiene and cleaning, that they want to change the health institution, and that health institutions evaluates the complaints. In addition, significant differences were found between the groups in terms of gender, marital status and educational status variables in evaluating complaints of the health institution.

Keywords

customer complaints management, complaints behavior, complaint management in health institutions