7: Marketing, Layout and Design, and Patient Satisfaction
what is the average number of people who hear about a problem for every one formal complain to management
1560
what are expectations
a blend of desires for what a service can be and what a service should be
what type of outcome is satisfaction
a humanistic outcome
how is equitable performance seen
a minimal expectation
impact of dissatisfaction
a negative outcome that has deleterious effects on a business and can be multiplicative
service recovery
actions taken by the business to address a service failure
how to display understanding
active listening, offer a sincere apology, patients want to know how this is going to be avoided in the future/fixing the problem
important of a patient satisfaction
an important and desired outcome of pharmacy services
what is a service failure
any type of error, mistake, deficiency or problem occurring during the provision or performance of a service
how can we make sure we respond to problems quickly
avoid ping-ponging, empower your employees to resolve minor problems
performance that doest meet expectations
bad sergvice
how is perceived performance analyzed
balanced against expectations to form the disconfirmation decision and when performance exceeds the minimum level or is at least above the zone fo tolerance it directly leads to satisfaction
how do patients judge performance
based on their expectations
what level of service/type of performance do we want to provide
between equitable and ideal
example of times to involve a manager in fixing a problem
big things like dispensing the wrong prescription
can service failure be avoided
can be considered inevitable because of the heavy reliance of human service providers and the near impossibility of quality inspection prior to consumption
problem tih dissatisfaction
can be multiplicative and problematic because it reduces likelihood the patient will come back and there's a chance for spillover
types of disconfirmation of expectatinos
can be positive or negative
what can cause service failures relating to problematic customers
can be unrealistic expectations, a mismatch between expectations and anything the service organization can provide
how can we adjust expectations
communicating clearly about the service and product mix helps adjust expectations, those with unbelievably high expectations can be lowered and those with low expectations can be raised
impact of a consumers expectations
consumers with low expectations are believed to be easily satisfied and those with high expectations are likely yo be disappointed
negative emotions and behavioral intentions resulting from service failure
customer dissatisfaction, customer switching, increased costs, lower employee performance, lower employee morale
result of performance that exceeds expectations
delight, positive confirmation, where true market advantage comes in
what do expectations and perceived performance result in
disconfirmation which can be positive or negative and is what ultimately leads to satisfaction
how to provide appropriate communication/explanation
display. understanding
what happens when expectations aren't met
dissatisfaction
what. does below equitable performance result in
dissatisfaction
result of performance that doest meet expectations
dissatisfaction, negative disconfirmation
impact of negative word of mouth
dissatisfied patients have the ability to significantly affect your pharmacy negatively. how many people tell about a positive experience is usually less than the number of people they'll tell about a negative experience
what are the 3 components of perceived justic
distributive, procedural and interactional justice
levels of patient comparison with expectatinos
doesnt meet expectations, meets expectations, exceeds expectations
how to approach/ensure interactional justice
don't get defensive, accept responsibility and offer compensation in a pleasant manner
customer needs and requests service failure
employee responses to individual consumer needs and special requests whether implicit or explicit, when we don't meet expectations of the patient it results in service failure
how to avoid unprompted and unsolicited employee actions service failures
employee training and hiring
lower employee performance as a result of service failure
employees like to excel and putting them in situations where service failure happens can be problematic
how to fix the problem
encourage and track complaints, learn from your recovery process, learn from consumers/market research, make improvements to the service
how can performance be described
equitable, ideal or expected
what does procedural justice address
even though a customer may be satisfied with the type of recovery strategy. offered, recovery evaluation may be poor due to the time and effort spent trying to obtain recompense or recovery outcome
unprompted and unsolicited employee actions service failure
events and employee behaviors, both good and bad, that are totally unexpected by the customer
procedural justice
examines the process that's undertaken to arrive at the final outcome
performance that exceeds expectations
excellent service
equitable performance
expectations about what should be received, what consumers perceive as a fair performance level
expectations confirmation theory
expectations lead to perceived performance then disconfirmation or satisfaction, or expectations lead to disconfirmation then satisfaction
ideal performance
expectations of the best performanc epossible
service delivery system failures service failure
failures in the core service offering of the firm, anything we do when providing services to our patients
how can service recovery activities be characterized
fixing the patient or fixing the problem
distributive justice
focuses on the specific outcome of the firm's recovery. effort, a form of equity in exchange
what must be part fo training for management and front line personnel
handling complaints
what essentially is procedural justice
how difficult are you going to make it for the recovery, what steps did they have to take such as filling out paperwork or talking to multiple different people
performance
how we do
example of a small problem employees can address
if a prescription took long so the patient had to come back
why should everyone be trained on how to handle complaints
if its handled well we can potentially turn it into an advantage and if they handle it poorly it can be even worse than the initial dissatisfying event
where is error free service often expected
in health care even though its impossible
factors that contribute to patient/consumer satisfaction
individual's personal characteristics, price, service quality, product quality and situational factors
why is satisfaction important to pharmacists and managers
influence repeat patronage/purchases, satisfied patients are more likely to say good things to friends and family, associated with higher market share, ability to charge higher prices, higher ROI and profitability, may affect pharmacy reimbursement among other outcomes
service failures relating to problematic customers
instances where neither the staff nor service organization is at fault for the service failure
above ideal peformance
likely not able to be performed
customer switching
may go to another pharmacy
result of performance that meets expectations
mild satisfaction, simple confirmation, no market advantage
pharmacist control of product quality
more control with prescription products, not as much with commercial products
increased costs from service failure
not simply from a potential for litigation but anything we might do to mitigate the cost of the service failure to recover from it
how many customers complain
only half of dissatisfied consumers will complain, 10% to management or corporate office and 90% to front line peersonnel
why do we need to respond quickly
patients with complaints want their issue resolved quickly, patients whose problems are solved more quickly are most satisfied
what is usually part of the outcome of beyond satisfaction
positive word of mouth
benefit of satisfied patients saying good things to other people
positive word of mouth is often more effective at attracting new patients than other forms of promotional activities
result of merely adequate service
provides no competitive advantage, results in satisfied patients but may not be adequate in a competitive market
how do we avoid ping-ponging
quickly get patients to the person who can address their complain and create a solution for them
what are consumers who have suffered as a result of service failures seek
redress, some type of perceived justice defined as the process in which consumers weigh their inputs against their outputs when forming recovery evaluations
how to fix the patient
respond quickly, provide appropriate communication/explanation, treat the patient fairly
what is satisfaction
results when a consumer/patient evaluates a purchase made and concludes the product/service meet expectations
positive disconfirmation
satisfaction
levels of service considered merely adequate
service deemed minimally acceptable and zone of tolerance
level of service given by the pharmacy from least to most
service deemed minimally acceptable, zone of tolerance, service most desired by patient
what type of service failure do we focus on the most
service delivery system failures when thinking about how we control and manage service provision to avoid failures
what are the types of service failure
service delivery system failures, customer needs and requests, unprompted and unsolicited employee actions, failures relating to problematic customers
performance that meets expectations
service is okay
who is service recovery especially important for
service providers whom ensuring an error free service is impossible, practically all service organizations
importance of expectations
should be clear that expectations about service delivery and outcome are an important aspect of satisfaction
what does interactional justice involve
soft skills
who has control of factors contributing to patient satisfaction
some factors are under the pharmacist's control like price, product quality and service quality
what types of things for reimbusrmenet may. include satisfaction
star ratings and other quality metrics
how to avoid service failures due to customer needs and requests
teach employees good consumer relations and how to be good listeners which is important when its an implicit request
interactional justice
the manner in which the service recovery process is implemented and how recovery outcomes are presented
things beyond the pharmacist's control that impact patient satisfaction
the situation in which the service is provided and the person assessing the service, individual personal characteristics, situational factors
what is the customer looking for in service recovery
they feel wronged in some way so how are you going to return them to their previous state
why. are service failures important
they trigger negative emotions and negative behavioral intentions for customers
what is the primary way for a manager to detect dissatisfaction
through complaint
what is the idea of the expectations confirmation theory
trying to get at satisfaction but understanding it from the perspective of expectations and perceived performance
anything below service deemed minimally acceptable
unacceptable
why do patients want to know how a problem is going to be avoided in the future
want to know it won't happen again to them or anyone else
expectations
what patients place on us
expected performance
what performance is likely to be
what essentially is distributive justice
what specifically did the offending firm offer the customer in the form of compensation for the service failure and did the compensation offset the costs/inconveniences of the service failure
when does negative disconfirmation occur
when performance doesnt meet expectations, patient is dissatisfied
when does positive disconfirmation occur
when performance exceeds expectations, patient is satisfied
when does patient delight occur
when performance far exceeds expectations
what can lead to dissatisfaction
when we have outrageous expectations we can't meet well have negative disconfirmation then dissatisfaction
lower employee morale as a result of service failure
when you have customers with complaints following service failures especially if employees aren't the ones responsible but have to deal with it it can result in lower morale which could lead to increased turnover which can increase costs
when do complaints need to be managed
you have a time frame when a complaint is logged that you might be able to turn it into a positive experience
what must you do if you're trying to make service and satisfaction part of your marketing message
you have to get above the zone of tolerance
