[Truncated abstract] Relationship marketing and some of its associated strategies, including customer relationship management (CRM), is an approach to marketing that is increasingly recognised as important by researchers and marketers. The approach suggests that marketers should focus on developing and maintaining strong relationships with existing customers in order to increase customer lifetime value (CLV) and to reduce the costs associated with constantly acquiring new customers. Advocates promote increased revenue per customer, increased products per customer (customer share), lower customer churn (higher retention) and increased chance that loyal customers will advocate on behalf of the organisation (positive word of mouth), as just some of the benefits of building relationships. While the concept of developing stronger relationships with customers appears convincing; the successful implementation of relationship marketing & CRM initiatives has been a challenge for many enterprises. There are many reasons cited for this including differing benchmarks for success, the range of relationship marketing activities available to marketers, customer differences and how marketers choose to model customer response. To cut through this complexity and to contribute to the field, the current study was carried out to explore, in detail, a single relationship marketing initiative being implemented in a large consumer oriented organisation. The goals of the current study were to see whether the introduction of a cross-selling initiative (CSI) helped front line employees to cross-sell additional products to existing customers during face-to-face interactions and whether the technique used to predict product adoption influenced the effectiveness of those cross-selling activities. Cross-selling refers to the promotion of additional products to existing customers. .... It was considered likely that retail employees would be more confident if they received a specific cross-selling recommendation for a customer and that the increased confidence would lead to increased cross-selling activity and better results. The results confirmed that: Retail employees were more likely to approach a customer with a cross-sell offer if they had a specific recommendation for that customer. Cross-sell offers based upon those recommendations were more likely to be successful. Logistic regression was a better technique for identifying customers likely to adopt the product than anecdotal modelling approaches. The current study makes an important contribution to marketers considering or engaging in customer relationship marketing by confirming the effectiveness of CSIs. Based upon the results, CSIs appear to offer marketers an effective tool to increase customer share thereby increasing revenue and potentially increasing customer loyalty, tenure and profitability. The study also illustrates that effective modeling reduces the chance of making superfluous cross-selling offers to customers thereby reducing the cost of cross-selling, enhancing the confidence of retail employees and minimising the risk of damaging existing relationships. Overall, the study illustrates that the potential for CSIs as a relationship marketing tool is substantial and should not be underestimated.

Diss. (sammanfattning) Uppsala : Univ., 2004. / Härtill 4 uppsatser.

Thesis (MPhil)--Stellenbosch University, 2005. / ENGLISH ABSTRACT: The appearance and content of magazines in the South African consumer market has changed drastically during the past two decades. Where once only a handful of women’s magazines existed from which readers could choose, shelves in shops today are filled to capacity with glossy publications which address every possible need, interest and desire of feminine readers. This diversification in the South African women’s magazine market happened almost overnight and there is no doubt that the advent of the niche market of women-focused magazines has changed the landscape of the South African magazine. The established traditional women’s magazine of broad general interest had to take cognizance meticulously of the worldwide trend and of various economical, political and socio-cultural factors influencing the successful publication of women’s magazines locally. The aim of this study is to see how the advent and growth of niche-market magazines focused exclusively on matters of interest specifically to women such as home, décor, garden, food, health, lifestyle, handcrafts and parenting have affected the world of the “traditional” South African women’s magazine. The researcher endeavours to answer the question as to whether the traditional women’s magazine of general interest can survive the flood of new “women-directed” magazines and has concluded that in order not only to survive, but to maintain necessary profit margins, the traditional general interest women’s magazine is going to have to adapt its contents urgently and continuously to the needs of its readers. / AFRIKAANSE OPSOMMING: Die voorkoms en samestelling van tydskrifte in die Suid-Afrikaanse verbruikersmark het radikaal verander gedurende die laaste twee dekades. Waar daar eers net ʼn tiental vrouetydskrifte was waaruit lesers kon kies, is winkelrakke nou tot boordensvol met glanspublikasies wat elke moontlike behoefte of begeerte van vroulike lesers aanspreek. Hierdie fragmentasie in die Suid-Afrikaanse vrouetydskrifmark het byna oornag gebeur en daar is geen twyfel dat die koms van “vrou-gerigte” nistydskrifte die landskap van Suid-Afrikaanse vrouetydskrifte heeltemal verander het nie. Die gevestigde “tradisionele” vrouetydskrif moes noukeurig kennis neem van hierdie wêreldwye tendens en moes verder ook verskeie ekonomiese, politieke en sosio-kulturele faktore wat die suksesvolle publikasie van vrouetydskrifte beïnvloed, in gedagte hou. Die doel van hierdie studie is om te kyk hoe die ontstaan en ontwikkeling van nistydskrifte wat op bepaalde “vrou-gerigte” onderwerpe soos huis, dekor, tuin, kos, gesondheid, leefstyl, handwerk en ouerskap fokus, die wêreld van die “tradisionele” Suid-Afrikaanse vrouetydskrifte geraak het. Die navorser poog om die vraag of die “tradisionele algemene belangstelling”- vrouetydskrif die vloedgolf nuwe “vrou-gerigte” nistydskrifte gaan oorleef, te beantwoord. Die gevolgtrekking is dat die “tradisionele” vrouetydskrif haar inhoud indringend en op ʼn voortdurende basis sal moet aanpas by die behoeftes van haar lesers, nie alleen ter wille van oorlewing nie, maar ten einde noodsaaklike winsmarges te kan handhaaf.

The success of a course offered by a university and the effectiveness of the instructors have commonly been measured by means of student evaluations. The feedback generated is typically used to identify instructors who need additional training, courses that need to be restructured or the need for financial rewards for those who excel. The principal objective of educating students is, knowledge, training and skills they can use and apply after graduating, regardless of the field of study. The perception of the Alumni about the extent of learning and the usefulness of the knowledge is a key measure for universities to assess their success. A service guarantee is defined as a formal promise made to customers about the service they will receive or it is a written promise made by the company through advertising or company literature that it will provide compensation if promises are broken. In order to ensure customer satisfaction in a service offering, the quality of service performance needs to be guaranteed. Many service industries promise a level of service performance, with or without conditions attached. Customer value is a complex concept as it is often interpreted with various meanings depending on the point of view adopted. A definition of customer value is the perceived value that the customer gains when purchasing a product or receiving a service. However, customer value can be used in a variety of contexts. The purpose of this research study is to measure the perception and satisfaction of Alumni of the Department of Computing Sciences and identify areas for improvement by performing a systematic analysis of the determinants of satisfaction. This research is an exploratory, quantitative study consisting of literature- and case-study components used to test proposed hypotheses. The literature study was performed on secondary sources to establish the key concepts related to the topics of Service Guarantee and Marketing, Stakeholder Theory, Customer-perceived Value and Alumni Perceptions. The empirical study consisted of surveys (questionnaires) completed by Alumni of the Department of Computing Sciences. The questionnaire used in this research consisted of questions regarding demographic data and questions regarding perceived perception of the Department of Computing Sciences and influencing factors. Descriptive statistics were used to summarise the data into a more compact form which could simplify the identification of patterns in the data. Inferential statistics were used to verify if conclusions made from the sample data could be inferred onto a larger population. Recommended university and teaching practices based on the statistical analysis of the survey results were identified. A model identified the following factors as having an influence on Alumni Satisfaction with the NMMU Department of Computing Sciences: Customer Satisfaction, Course Contents, Modern Technologies, Academic Staff, Admin. Staff, Departments, University Atmosphere and Perceived Value. The importance of each factor was identified to understand how to improve the Alumni perception. According to the inferential ranking of Alumni Satisfaction that ranks the factors on the average mean values, a factor that should be improved upon is the Alumni Network. Recommended improvements were suggested for the Department of Computing Sciences based on the statistical analysis of the survey results. Two sub-groups were defined by different levels of education and they were found to have different perceptions of the factors that were measured. It was shown that there are small and medium significant differences in only two of the factors of the proposed Alumni satisfaction model, distinguising through different levels of education. The Alumni Satisfaction model developed in this study specified the factors that influence Alumni Satisfaction with the Deptarment of Computing Sciences and the effect that each of these factors has on that satisfaction.

Thesis (MTech (Quality (Faculty of Engineering)))--Cape Peninsula University of Technology, 2009. / Customer satisfaction is one of the most important strategic mechanisms of best practice hotel organisations. Daily, managers and employees are continuously faced with the challenges of establishing and maintaining customer satisfaction. The purpose of this study is to seek and identify measures that can be used in the hospitality industry for purposes of assessing and evaluating customer satisfaction and customer service effectiveness. The results from the research will enable hotel owners, managers and decision makers to identify the best practices in customer service design, culminating in customer value. The primary objective of this study is to assess customer expectations and perceptions of service quality in Cape Town based hotels, and to identify the gaps between client expectations and perceptions. This will be used as a basis to investigate the challenges that Cape Town hotels experience pertaining to internal and external customer strategy development and satisfaction. These identified challenges will be used as learning opportunities for improvement in aspects of quality and to establish a usable model for the organisation (hotels) from which strategies can be developed for the effective management of customer relations, and to ensure that customer expectations of service quality are met. The researcher will use SERVQUAL and the Analytic Hierarchy Process (AHP) scoring method to rate the customer’s level of satisfaction with each service attribute into an overall service performance of each hotel. The researcher will recommend an appropriate quality improvement mechanism to measure, analyse and improve processes in the hospitality industry.

O surgimento do café espresso e a popularização do cappuccino promoveu a conquista de novos produtos e novos espaços para produtos com café. Durante um processo de desenvolvimento, é importante levar em consideração características ou atributos de qualidade, que o cliente espera do produto final. Neste contexto, o método de Desdobramento da Função Qualidade (QFD) é uma ferramenta utilizada para ouvir, traduzir e transmitir, a voz do cliente para dentro da empresa. Outra ferramenta de fundamental importância para o desenvolvimento de produtos é o planejamento de experimentos, pois, permite que as formulações desenvolvidas, estejam de acordo com as especificações solicitadas, de modo a atingir as condições otimizadas de um processo, ou avaliar os efeitos que os fatores têm nas respostas desejadas. O objetivo deste trabalho foi estabelecer uma metodologia de desenvolvimento para misturas com café solúvel (cappuccinos) aplicando a ferramenta de desdobramento da função qualidade (QFD) e o planejamento de experimentos utilizando a Metodologia de Superfície de Resposta Triangular. Neste trabalho foi apresentado um modelo, aplicando a metodologia de QFD no desenvolvimento de misturas, para melhor compreender as expectativas e exigências do consumidor em relação a este produto. Foi apresentada a casa da qualidade, com todas as informações necessárias para o desenvolvimento do produto (requisitos cliente e do produto). No planejamento de experimentos, as variáveis independentes foram representadas pelos ingredientes cacau em pó, café solúvel e leite integral. As variáveis dependentes (respostas) foram obtidas através do teste sensorial de aceitação: aroma geral, aroma de café, sabor geral, sabor de chocolate, cremosidade, dissolução e impressão global. Para os atributos sabor de chocolate, dissolução, cremosidade e impressão global as proporções ótimas sugeridas corresponderam à formulação 1 do planejamento de experimentos. Já para os atributos aroma geral, aroma de café e sabor geral as porcentagens ótimas encontraram-se dentro das faixas estudadas para as variáveis leite em pó integral e café solúvel, no limite inferior destas faixas para a variável cacau em pó. O teste de preferência foi aplicado com a formulação 1, uma formulação sugerida para sabor geral e em um produto comercializado no mercado nacional; e resultou que a formulação desenvolvida pelo planejamento de experimentos foi a preferida entre os consumidores de cappuccino. Com os resultados obtidos é possível afirmar que a utilização das ferramentas propostas neste trabalho auxilia no desenvolvimento de misturas à base de café. / The commercialization of espress coffee and popularization of cappuccinos led to an increase on the development of new products with coffee. During the process of new products development, it is important to consider the final quality characteristics or attributes expected by the consumers. In this sense, the Quality Function Deployment (QFD) is a method used to hear, translate and transmit the client’s voice into the industry. Another tool of fundamental importance for the development of new products, is the experimental design, once it enables that the developed formulations are in accordance to the specifications required to achieve optimal conditions of a process, or evaluate the effects that some factors have over some desired responses. The objective of this work was to establish a methodology of development of mixtures with coffee (cappuccinos) applying the method of quality function deployment and experimental design using triangular surface response method. In this work it was presented a model as a result of the QFD analysis. The quality house was presented with all the information necessary for the product development (client and product requirements). For the experimental design, independent variables were represented by the ingredients: cocoa powder, soluble coffee and whole instant milk. The dependent variables (answers) were obtained by the acceptance sensorial analysis: overall flavor, coffee flavor, overall taste, chocolate taste, creaminess, dissolution and overall impression. For the attributes of chocolate taste, dissolution, creaminess and overall impression, the optimal proportions suggested corresponded to formulation 1 of the experimental design. For the attributes of overall flavor, coffee flavor and overall taste, the optimal percentages were within the limits studied for the variables instant milk and soluble coffee, and in the inferior limit of variable cocoa powder. Preference analysis was applied with formulation 1, one formulation considering overall taste attribute and one commercial sample. Results indicated that the formulation developed by the experimental design was the most preferred among participants. These results indicate that the use of the tools proposed in this work are useful on the development of mixtures based on soluble coffee.

O surgimento do café espresso e a popularização do cappuccino promoveu a conquista de novos produtos e novos espaços para produtos com café. Durante um processo de desenvolvimento, é importante levar em consideração características ou atributos de qualidade, que o cliente espera do produto final. Neste contexto, o método de Desdobramento da Função Qualidade (QFD) é uma ferramenta utilizada para ouvir, traduzir e transmitir, a voz do cliente para dentro da empresa. Outra ferramenta de fundamental importância para o desenvolvimento de produtos é o planejamento de experimentos, pois, permite que as formulações desenvolvidas, estejam de acordo com as especificações solicitadas, de modo a atingir as condições otimizadas de um processo, ou avaliar os efeitos que os fatores têm nas respostas desejadas. O objetivo deste trabalho foi estabelecer uma metodologia de desenvolvimento para misturas com café solúvel (cappuccinos) aplicando a ferramenta de desdobramento da função qualidade (QFD) e o planejamento de experimentos utilizando a Metodologia de Superfície de Resposta Triangular. Neste trabalho foi apresentado um modelo, aplicando a metodologia de QFD no desenvolvimento de misturas, para melhor compreender as expectativas e exigências do consumidor em relação a este produto. Foi apresentada a casa da qualidade, com todas as informações necessárias para o desenvolvimento do produto (requisitos cliente e do produto). No planejamento de experimentos, as variáveis independentes foram representadas pelos ingredientes cacau em pó, café solúvel e leite integral. As variáveis dependentes (respostas) foram obtidas através do teste sensorial de aceitação: aroma geral, aroma de café, sabor geral, sabor de chocolate, cremosidade, dissolução e impressão global. Para os atributos sabor de chocolate, dissolução, cremosidade e impressão global as proporções ótimas sugeridas corresponderam à formulação 1 do planejamento de experimentos. Já para os atributos aroma geral, aroma de café e sabor geral as porcentagens ótimas encontraram-se dentro das faixas estudadas para as variáveis leite em pó integral e café solúvel, no limite inferior destas faixas para a variável cacau em pó. O teste de preferência foi aplicado com a formulação 1, uma formulação sugerida para sabor geral e em um produto comercializado no mercado nacional; e resultou que a formulação desenvolvida pelo planejamento de experimentos foi a preferida entre os consumidores de cappuccino. Com os resultados obtidos é possível afirmar que a utilização das ferramentas propostas neste trabalho auxilia no desenvolvimento de misturas à base de café. / The commercialization of espress coffee and popularization of cappuccinos led to an increase on the development of new products with coffee. During the process of new products development, it is important to consider the final quality characteristics or attributes expected by the consumers. In this sense, the Quality Function Deployment (QFD) is a method used to hear, translate and transmit the client’s voice into the industry. Another tool of fundamental importance for the development of new products, is the experimental design, once it enables that the developed formulations are in accordance to the specifications required to achieve optimal conditions of a process, or evaluate the effects that some factors have over some desired responses. The objective of this work was to establish a methodology of development of mixtures with coffee (cappuccinos) applying the method of quality function deployment and experimental design using triangular surface response method. In this work it was presented a model as a result of the QFD analysis. The quality house was presented with all the information necessary for the product development (client and product requirements). For the experimental design, independent variables were represented by the ingredients: cocoa powder, soluble coffee and whole instant milk. The dependent variables (answers) were obtained by the acceptance sensorial analysis: overall flavor, coffee flavor, overall taste, chocolate taste, creaminess, dissolution and overall impression. For the attributes of chocolate taste, dissolution, creaminess and overall impression, the optimal proportions suggested corresponded to formulation 1 of the experimental design. For the attributes of overall flavor, coffee flavor and overall taste, the optimal percentages were within the limits studied for the variables instant milk and soluble coffee, and in the inferior limit of variable cocoa powder. Preference analysis was applied with formulation 1, one formulation considering overall taste attribute and one commercial sample. Results indicated that the formulation developed by the experimental design was the most preferred among participants. These results indicate that the use of the tools proposed in this work are useful on the development of mixtures based on soluble coffee.

Trata-se de estudo avaliativo, fundamentado no referencial de avaliação de estrutura, processo e resultado, do tipo quantitativo descritivo de corte transversal com momento, no desenho da pesquisa, de sistematização e análise de dados qualitativos. Objetivou-se avaliar a atenção à saúde aos usuários com diabetes mellitus em um Centro de Saúde Escola em Ribeirão Preto, SP. Compuseram a amostra 150 sujeitos. Para coleta de dados, entre agosto e outubro de 2012, utilizaram-se prontuários e técnica de observação direta. No momento qualitativo foram entrevistados 20 sujeitos, pertencentes à amostra, por meio de entrevistas semiestruturadas. Utilizou-se estatística descritiva e teste qui-quadrado, considerando a Avaliação de Cuidados em Saúde proposta por Donabedian. Na análise das entrevistas, para compreensão da satisfação dos usuários, compondo a avaliação dos resultados, foi utilizada a técnica da Análise de Conteúdo na categoria Temática. Os resultados mostraram que a maioria dos usuários era do sexo feminino, na faixa etária de 50-59 anos; 56,6% eram acompanhados por médico especialista, 70,7% apresentavam duas ou mais comorbidades e 32,7% utilizavam a combinação de antidiabético oral e insulina. A estrutura física atende as recomendações preconizadas pela Agência Nacional de Vigilância Sanitária e a equipe mínima estabelecida pelo Ministério da Saúde para atendimento aos usuários com diabetes mellitus. Os recursos materiais, medicamentos e insumos atendem as necessidades dos usuários. No processo, os registros eram predominantemente de profissionais médicos, sendo 3,3% de enfermeiros. No registro de atividades técnicas, o peso corporal foi o único parâmetro identificado na totalidade dos prontuários seguido de 85,3% da pressão arterial e 40% da altura. O cálculo do índice de massa corporal foi registrado em 31,3% dos prontuários e a medida da circunferência abdominal em 2,6%. O perfil glicêmico teve maior frenquência de registro, seguido do perfil lipídico. Quanto às estratégias educativas para autocuidado verificou-se a ausência de registros detalhados nos prontuários e o registro de atividade física predominantemente referente à prescrição de caminhada. Nas consultas de enfermagem, predominaram orientações acerca do uso de insulina e nos atendimentos realizados por auxiliares e técnicos observou-se principalmente a verificação de peso na pré-consulta e orientação das prescrições e agendamento de retorno na pós consulta. No componente resultado, constatou-se o atendimento apenas da exigência do indicador LDL colesterol <100mg/dl. Houve associação estatisticamente significativa entre idade e hemoglobina glicada acima de 7% (p=0,004). Na avaliação da satisfação do usuário foram elaboradas duas categorias temáticas 1: a acessibilidade organizacional- a percepção do usuário e 2- o cuidado ao usuário com diabetes mellitus- a longitudinalidade em foco. No agendamento de retorno de consultas a maioria relatou insatisfação. No fluxo interno de atendimento pelos profissionais e a espera no serviço para consulta ou realização de exames foi identificada insatisfação. No acompanhamento observou-se que o usuário identificava o ambulatório de especialidades como fonte regular de cuidado. A assistência prestada por diferentes profissionais a cada atendimento revelou-se como fragilidade do vínculo terapêutico. Considera-se o referido estudo como possível instrumento de avaliação no atendimento aos usuários diabéticos e na tomada de decisões para reestruturar o referido Centro em face às fragilidades constatadas / This evaluation study was based on the classical reference framework of structure, process and outcome assessment. The design was quantitative, descriptive and cross-sectional and involved the systemization and analysis of qualitative data. The objective was to assess health care delivery to diabetes mellitus patients at a Teaching Health Center in Ribeirão Preto/SP. The sample consisted of 150 subjects. Data were collected between August and October 2012, using patient files and the direct observation technique. In the qualitative phase, 20 sample subjects participated in semi-structured interviews. Descriptive statistics and the chi-square test were used, in view of Donabedian\'s Health Care Assessment. In the analysis of the interviews, Thematic Content Analysis was used. The results showed that most users were female, in the age range from 50 to 59 years; 56.6 % were being monitored by a specialist physician. 70.7% of the patients suffered from two or more comorbidities and 32.7% combined oral anti-diabetic medicines and insulin. The physical structure complies with the recommendations of the Brazilian National Health Surveillance Agency and the minimal team established by the Ministry of Health for care delivery to diabetes mellitus patients. The material resources, medicines and inputs attend to the users\' needs. In the process, the records predominantly come from medical professionals, with 3.3% nurses. In technical records, body weight was the only parameter identified in all patient files, followed by 85.3% blood pressure and 40% height. In 31.3% of the files, the calculation of the body mass index was registered and, in 2.6%, the abdominal circumference measure. The glucose profile was more frequently registered, followed by the lipid profile. As regards the educative strategies for self-care, no detailed records were found in the files, while physical activity records predominantly related to the prescription of walking. During the nursing consultations, orientations about insulin use were predominant and, during care by auxiliary nurses and nursing technicians, the verification of the patient\'s weight predominated during the pre-consultation and orientations regarding prescriptions and scheduling of return appointments during the post-consultation. In the outcome component, only the requirement related to LDL cholesterol < 100mg/dl was complied with. A statistically significant association of more than 7% was found between age and glycated hemoglobin (p= 0.004). In the assessment of users\' satisfaction, two thematic categories were elaborated 1: Organizational accessibility: the user\'s perception and 2: Care delivery to DM patients: a longitudinal focus. The majority reported dissatisfaction with regard to the scheduling of return appointments. Concerning the internal professional care flow and waiting times at the service to get a consult or take tests, dissatisfaction was mentioned. In terms of monitoring, the user identifies the specialty outpatient clinic as a regular source of care. The fact that the professionals delivering care differ between appointments revealed to be a weak point for therapeutic bonding. This study is considered as a possible assessment instrument in care delivery to diabetic patients and in decision making with a view to the restructuring of the Center, considering the weak points identified.

Nas últimas décadas, ocorreram transformações significativas na área da Saúde Pública, dentre elas, a implantação da Estratégia Saúde da Família (ESF) como uma tentativa de efetivação das diretrizes do Sistema Único de Saúde (SUS). A avaliação em saúde torna-se uma importante ferramenta para planejar intervenções capazes de atender às necessidades de saúde da população. Tendo em vista que a temática da satisfação de usuários ainda é pouco explorada no Brasil dentro da atenção primária, o presente estudo teve como objetivo investigar a satisfação de usuários em relação à ESF, considerando-se as dimensões estrutural, organizacional e relacional, assim como, as concepções de saúde dos usuários. Para tanto, foram entrevistados 16 usuários que frequentavam uma Unidade de Saúde da Família. Utilizou-se a abordagem qualitativa em pesquisa. A partir da análise das entrevistas, realizada através da Análise de Conteúdo Temática, foram construídas três categorias: Concepções, Avaliação e Contraponto. A primeira categoria englobou as concepções dos usuários em relação à saúde e ao cuidado. A segunda referiu-se à avaliação que os usuários fazem do NSF que frequentam e englobou o relacionamento entre equipe de saúde-usuário e médico-usuário, os recursos disponíveis e a organização do NSF para garantir o acesso da população aos serviços que necessita. A última categoria relacionou-se à percepção que os usuários possuem das diferenças entre o NSF e outros serviços de saúde. Os resultados apontaram duas concepções de saúde predominantes na visão dos usuários: saúde como ausência de doença e saúde em seu conceito ampliado. Também foram percebidas duas concepções de cuidado: a primeira ligada ao modelo biomédico e a segunda que se aproxima da integralidade. No que se refere ao relacionamento equipe de saúde-usuário e médico-usuário, os entrevistados avaliaram positivamente a forma como são recepcionados, atendidos e cuidados pela equipe, além de apontarem para a efetiva formação de vínculo com os profissionais do NSF. Os usuários avaliaram negativamente os recursos físicos que o NSF disponibiliza para o atendimento da população e apontaram para a necessidade de ampliação de seus recursos humanos. Em relação ao acesso ao NSF, os usuários apontaram insatisfação no que se refere à disponibilidade do horário de funcionamento e ao acesso a outros serviços de saúde. No entanto, referiram satisfação quanto ao tempo de espera na recepção, quanto ao agendamento de consultas e quanto à localização geográfica do NSF. No que se refere à procura pelo serviço, os relatos dos usuários apontaram o NSF mais como um local para o atendimento de situações de emergência do que de acompanhamento longitudinal. Os usuários perceberam diferenças entre o NSF e outros serviços de saúde no que diz respeito ao acolhimento e ao vínculo. Concluiu-se que os usuários estão satisfeitos com aspectos da dimensão relacional, parcialmente com a organizacional e insatisfeitos com a dimensão estrutural. Destaca-se a relevância da avaliação do usuário para a construção de um serviço que responda às necessidades do mesmo e a efetiva implementação da participação popular na organização de serviços de saúde. / Over the last decades, the Public Health are has suffered significant changes, including the implementation of the Family Health Strategy (FHS) as an attempt to make the guidelines of the National Unified Health System effective. Health evaluation, therefore, has become an important tool to plan interventions capable of meeting the health needs of the population. Considering the fact that user satisfaction is a theme that has not been sufficiently explored in the primary health setting in Brazil, the objective of the present study is to investigate users\' satisfaction regarding the FHS in terms of the structural, organizational, and relational dimensions, as well as their conceptions of health. To do this, we interviewed 16 users that attended a Family Health Unit (FHU). Using a qualitative approach, we submitted the interviews to Thematic Content Analysis, and obtained three categories: Conceptions, Evaluation, and Counterpoint. The first category comprised the users\' conceptions regarding health and care. The second referred to the evaluation that users made of the FHU they attend, and it comprised the relationships between the health team-user and physician-user, the available resources, and the organization of the FHU to guarantee that the population has accessibility to the services they need. The third category referred to the users\' perception regarding das differences between the FHU and other health services. The results pointed at two predominant health conceptions, according to the users\' perspective: health as the absence of disease, and health within its broader concept. We also observed two conceptions of care: the first is linked to the biomedical model, and the second is close to comprehensiveness. In terms of the health team-user and physician-user relationship, the participants made a positive evaluation of how they are received, assisted and cared for by the team, besides pointing at the effective attachment that is created with the FHU professionals. Users made a negative evaluation of the physical resources used by the FHU to provide care to the population, and stated the need to increase their staff. As to the accessibility to the FHU, users reported feeling dissatisfied in terms of the working hours and accessibility to other health services. However, users reported being satisfied in terms of the waiting time, how appointments were scheduled, and the geographical location of the FHU. In terms of their search for the service, users reported that the FHU was mostly used for emergency situations than for a longitudinal follow up. Users realized there were differences between the FHU and other health services regarding welcoming and attachment. In conclusion, users are satisfied with aspects regarding the relational dimension, partially satisfied with the organization, and dissatisfied with the structure. It is emphasized that users\' evaluations are essential in order to implement a service that actually meets their needs, and to achieve an effective participation of the population in the organization of health services.

Orientador: Fábio Luiz Mialhe / Dissertação (mestrado profissional) - Universidade Estadual de Campinas, Faculdade de Odontologia de Piracicaba / Made available in DSpace on 2018-08-18T21:14:23Z (GMT). No. of bitstreams: 1 Goncalves_VanessaBarreiros_M.pdf: 956738 bytes, checksum: af2172a34eabfeea80308a2cfdff591d (MD5) Previous issue date: 2011 / Resumo: O Programa de Saúde da Família (PSF) tem se tornado nos últimos anos a principal estratégia para alavancar a reorganização dos serviços de saúde na atenção básica do nosso país e, desde 2000, a Odontologia foi inserida neste contexto visando à reestruturação de todas as ações e práticas em saúde bucal na Atenção Básica. O objetivo deste estudo foi avaliar a percepção de profissionais e usuários com relação à Odontologia no PSF. Para este fim, participaram 15 Cirurgiões-Dentistas (CDs) que faziam parte de equipes de saúde bucal do PSF de um município baiano e 308 usuários, conforme estabelecido por cálculo amostral. Foram utilizados questionários autoaplicáveis como instrumento de coleta dos dados para os dentistas e, para o grupo de usuários, um questionário foi aplicado pelo pesquisador principal. A análise dos dados foi realizada por meio de estatística descritiva e pelo uso do teste do qui-quadrado, teste exato de Fischer e análise de regressão logística. Os resultados demonstraram que a maioria (86,6%) dos CDS participantes afirmou realizar o atendimento clínico como atividade predominante dentre as ações de saúde bucal, enquanto que as atividades preventivas foram desempenhadas com menor frequência. A remuneração foi vista como negativa por 78,6% dos profissionais, apesar de 71,4% relatarem satisfação em trabalhar no PSF. Com relação aos usuários, apenas 39% relataram ter, em algum momento, procurado o serviço de Odontologia e, dentre estes, o grau de satisfação com o atendimento proporcionado pelas equipes de saúde bucal foi elevado (95%). Conclui-se que o acesso dos usuários aos serviços de Odontologia no PSF ainda não é expressivo, existindo a necessidade de se averiguar e resolver os motivos que contribuem para esta situação. Além disto, observa-se a necessidade de se investir em processos de educação permanente dos profissionais. Apesar das adversidades encontradas, verificou-se que tanto os profissionais como os usuários relataram estar satisfeitos com a inclusão das atividades de Odontologia na estratégia de saúde da família / Abstract: The Family Health Program has become in recent years the main strategy to improve the organization of health services in primary care in our country and, since 2000, Dentistry has been included in this framework to restructure all actions and practices Oral Health in Primary Care. The aim of this study was to evaluate the perception of professionals and users in relation to Dentistry in the Family Health Program (FHP). To this end, involving 15 dentists that are part of oral health teams from one city in Bahia State and 308 users, as required by calculated sample. The questionnaires were self-applied as an instrument of data collection for dentists and for the group of users, the questionnaire was administered by the principal investigator. Data analysis was performed using descriptive statistics and by using the chi-square, exact Fischer test and logistic regression analysis. The results showed that the majority (86.6%) of dentists had reported to realize clinical care as a mainstream activity among oral health actions, while preventive activities were performed less frequently. The payment is viewed as negative by 78.6% of professionals, despite 71.4% had reported satisfaction in working for the FHP. For users, only 39% of users reported to have sought, at some time, the service of Dentistry, and of these the degree of satisfaction with the service provided by oral teams was high (95%). We conclude that users' access to dental services for the FHP is not significant and there is a need to investigate and solve the contributing reasons for this situation. In addition, there is the need to invest in continuing education of professionals. Despite the hardships encountered, it was found that both professionals and users reported being satisfied with the inclusion of activities of Dentistry at the family health strategy / Mestrado / Odontologia em Saude Coletiva / Mestre em Odontologia em Saúde Coletiva