CITIZEN RELATIONSHIP MANAGEMENT (CZRM): UM ESTUDO DE CASO EM UM HOSPITAL PÚBLICO PORTUGUÊS

Ana Sofia Fortunato, Cristiane Drebes Pedron, Irene Rebelo Cardoso

Resumo


O Citizen Relationship Management (CzRM) é uma estratégia das organizações públicas que procura melhorar o relacionamento com os seus cidadãos. Esta estratégia é inspirada nas iniciativas de Customer Relationship Management (CRM) das empresas privadas. Para tanto, são implementados valores do marketing relacionamento em articulação com um conjunto de Sistemas de Informação (SI) que auxiliam no tratamento individualizado do cidadão. Este artigo analisa como um SI pode contribuir para melhorar a relação entre um hospital público e os seus pacientes. O método utilizado foi o estudo de caso. Este estudo decorreu em um hospital público português de grande porte que passou pela adoção de uma ferramenta paper-free. A coleta de dados foi realizada por meio de entrevistas, análise de documentos secundários e observação direta. Os resultados demonstram que a adoção de um SI, apesar da grande resistência dos funcionários, aprimora os processos internos organizacionais reduzindo o tempo de espera no atendimento, o que resulta numa melhoria da qualidade do serviço prestado e, consequentemente, no aumento da satisfação dos pacientes.

Palavras-chave


Citizen; Relationship; Management; (CzRM); Sistemas de Informação na Saúde; Estudo de Caso

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Referências


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DOI: http://dx.doi.org/10.18316/858

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