Configuração e organização de imagens de serviços: um estudo exploratório

Milan, Gabriel Sperandio; De Toni, Deonir; Barazetti, Lisandra

doi:10.1590/S0103-65132005000100006

Article

Configuração e organização de imagens de serviços: um estudo exploratório

Milan, Gabriel Sperandio; De Toni, Deonir; Barazetti, Lisandra

http://dx.doi.org/10.1590/S0103-65132005000100006 Prod, vol.15, n1, p.60-73, 2005

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Resumo

O artigo aborda o desenvolvimento de uma pesquisa exploratória sobre a configuração de imagens no ambiente de serviços. Como ambiente de pesquisa, foi utilizado o Setor de Fisioterapia de um Plano de Saúde, no qual foi possível identificar três tipos de paciente com características específicas (pós-operatórios, neurológicos e crônicos). Com base na Teoria do Núcleo Central, foram identificadas as imagens dos serviços de fisioterapia para cada tipo de paciente, relacionando-as a determinados atributos. Tais atributos foram relacionados a um conjunto de elementos que constituem as imagens, o qual é composto por elementos funcionais, simbólicos, cognitivos e emocionais. Finalmente, no intuito de verificar e analisar o desempenho dos serviços prestados, sob a perspectiva de seus usuários, foi aplicada uma Escala de Diferencial Semântico e uma questão relativa ao grau de satisfação geral, o que pode consolidar ou redirecionar o processo de tomada de decisões.

Palavras-chave

Imagens de serviços, configuração de imagens, organização de imagens, qualidade em serviços, serviços de fisioterapia

Abstract

The paper covers the development of an exploratory research about the image configuration in the service environment. To make this project, it was used the Sector of Physiotherapy of a Health Plan, in which it was possible to identify three kinds of patients with specific characteristics (pos-operator, neurological and chronic). With base on the Central Nucleus Theory, it was identified the images of the physiotherapy services for each kind of patient, relating them to determinate attribute. These attributes were related to some elements that make the images. These elements are: functional, symbolic, cognitive and emotional. Finally, with the objective to check and analyze the performance of the service done, under a perspective of the users, it was applied a Scale of Semantic Differential and a question about the overall satisfaction, what can help the manager in the process of making decisions.

Keywords

Images of services, images configuration, images organization, services quality, physiotherapy services

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Configuração e organização de imagens de serviços: um estudo exploratório