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Análise de preferências na prestação de serviços dentários: o caso de consumidores estrangeiros na região do Algarve
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| 1.59 MB | Adobe PDF |
Advisor(s)
Abstract(s)
A motivação para a escolha do prestador de serviços dentários, focada nos pacientes estrangeiros no Algarve, região que alberga uma grande diversidade de cidadãos estrangeiros, seja por curta ou longa estadia, é manifestamente pertinente. Devido à diversidade de nacionalidades e períodos de estadia, mostrou-se necessário segmentar os indivíduos, em frações mais pequenas, com caraterísticas mais similares, como forma de perceber se diferentes segmentos assumiam comportamentos diferentes. Assim, permite verificar as motivações de escolha tanto a nível do prestador, como do serviço, de modo a relacioná-las com a retenção ou fidelização dos clientes. Possibilita, de igual modo, verificar o padrão de consultas dentárias pelos diferentes segmentos. Constitui um instrumento útil que permite identificar e caracterizar as questões mais relevantes, para entender onde apostar, o que manter ou abandonar auxiliando uma tomada de decisão mais eficiente.
Em estudos anteriores, os fatores mais apontados em relação ao profissional são a empatia, comunicação, gestão de dor e nacionalidade. Como fatores mais relevantes, relacionados com espaço onde é exercida a prestação de serviço surgem a localização, limpeza, ambiente clínico, decoração e mobiliário, marcação de consulta em tempo útil e o preço. A qualidade do serviço mostrou ser o fator mais importante na satisfação do cliente.
Neste estudo, foi aplicada a Análise Parcial Triádica, uma Análise Multivariada de Dados, que permite interligar uma estrutura de 3 vias (indivíduos, variáveis e ocasiões), possibilitando uma análise mais robusta e refletiva da realidade, por compreenderem os fenómenos e captarem as mudanças. Através da Análise Parcial Triádica foi possível verificar a existência de estabilidade para o período definido, estudar as semelhanças e diferenças dos clientes e permitiu a interpretação do comportamento evolutivo de cada segmento de clientes nas variáveis em estudo.
O presente estudo decorreu entre o ano de 2014 a 2019, obtendo resultados positivos e coerentes com investigações anteriores.
The Algarve is a region that is home to a wide range of foreign citizens, both for long or short stays. For this reason, it is clearly relevant to understand the factors that motivates these individuals on the choice of a dental provider. Due to the diversity of nationalities and periods of stay, it was necessary to segment individuals into smaller fractions, with more similar characteristics, as a way of understanding whether different segments assume different behaviours. Thus, it makes it possible to verify the motivations for choosing both in terms of the provider and the service, in order to relate them to customer retention or loyalty. It also makes it possible to verify the pattern of dental consultations by different segments. It constitutes a useful instrument that allows identifying and characterizing the most relevant issues, to understand where to concentrated, what to keep or abandon, helping provide more efficient decision-making. In previous studies, the most mentioned factors in relation to the dental professional are empathy, communication, pain management and nationality. The most relevant factors, related to the space where the service is provided, are location, cleanliness, clinical environment, decoration and accommodation, convenience on booking appointments and price. Service quality proved to be the most important factor in customer satisfaction. In this study, was applied the Partial Triadic Analysis, which consists in a Multivariate Data Analysis, which allows to interconnect a 3-way structure (individuals, variables and occasions), allowing a more robust and reflected reality analysis, by understanding the phenomena and capturing the changes. Through the Partial Triadic Analysis, it was possible to verify the existence of stability for the defined time period, to study the similarities and differences of the clients and to allow the interpretation of the behavior evolution of each client segment in the variables under study.
The Algarve is a region that is home to a wide range of foreign citizens, both for long or short stays. For this reason, it is clearly relevant to understand the factors that motivates these individuals on the choice of a dental provider. Due to the diversity of nationalities and periods of stay, it was necessary to segment individuals into smaller fractions, with more similar characteristics, as a way of understanding whether different segments assume different behaviours. Thus, it makes it possible to verify the motivations for choosing both in terms of the provider and the service, in order to relate them to customer retention or loyalty. It also makes it possible to verify the pattern of dental consultations by different segments. It constitutes a useful instrument that allows identifying and characterizing the most relevant issues, to understand where to concentrated, what to keep or abandon, helping provide more efficient decision-making. In previous studies, the most mentioned factors in relation to the dental professional are empathy, communication, pain management and nationality. The most relevant factors, related to the space where the service is provided, are location, cleanliness, clinical environment, decoration and accommodation, convenience on booking appointments and price. Service quality proved to be the most important factor in customer satisfaction. In this study, was applied the Partial Triadic Analysis, which consists in a Multivariate Data Analysis, which allows to interconnect a 3-way structure (individuals, variables and occasions), allowing a more robust and reflected reality analysis, by understanding the phenomena and capturing the changes. Through the Partial Triadic Analysis, it was possible to verify the existence of stability for the defined time period, to study the similarities and differences of the clients and to allow the interpretation of the behavior evolution of each client segment in the variables under study.
Description
Keywords
Serviços dentários Fidelização Gestão Motivação de escolha Preferências Análise parcial triádica