Today, the development of healthcare system raises a number of problems because costs of healthcare services are constantly rising, whereas the quality of healthcare services does not always match the costs of healthcare services. In such a context, the question concerning the role of managers in regard to the maintenance of the high quality of healthcare services in the contemporary healthcare setting arises because managers are responsible for the development and maintenance of healthcare organisations and delivery of healthcare services to patients. In this regard, it is worth mentioning the fact that the role of managers in the contemporary healthcare setting has become particularly significant because the development of new technologies and modern healthcare system makes the delivery of healthcare services a very complex process, where healthcare professionals alone cannot succeed. Instead, they need the assistance of professional managers, who can organise and maintain functioning of healthcare organisations and the entire healthcare system as a solid body. In fact, managers should maintain the close interaction between healthcare organisations and provide healthcare professionals with ample opportunities to deliver healthcare services of the high quality to patients. In such a context, the problem of the maintenance of the high quality of healthcare services arises because managers have to balance growing costs of healthcare services, the lack of funds caused by the economic recession, and customer satisfaction through provision of healthcare services of the high quality. custom essays
First of all, it is important to dwell upon the common features of quality service industries and their application to healthcare setting. In fact, the development of the modern healthcare system depends on the high quality of services being delivered to patients because modern technologies allow healthcare professionals to deliver healthcare services of the high quality and it is the responsibility of managers operating in the healthcare industry to organise the work of healthcare professionals in such a way that they could realise their full potential and deliver healthcare services of the high quality to patients. At the same time, common features of quality services in the healthcare setting are similar to other industries, although it is possible to distinguish some specificities of the healthcare environment, such as the importance of patients’ health and legal liabilities of healthcare professionals for healthcare services they deliver to patients.
Often specialists (Cooke, Mills, and Kelley, 2005) distinguish the customer satisfaction among one of the main features of the quality services in the healthcare setting. At this point, it is worth mentioning the fact that the customer satisfaction is crucial for the healthcare organisations and healthcare professionals. Moreover, the customer satisfaction is essential for the effective treatment of patients. What is meant here is the fact that healthcare professionals cannot treat patients successfully, if they are dissatisfied with the quality of healthcare services being delivered to them. If customers feel being dissatisfied, their psychological condition and physiological one tend to deteriorate. In such a context, effective and successful treatment becomes virtually impossible.
Furthermore, managers operating in the healthcare setting should focus on the high quality of services being delivered to customers. In fact, patients should enjoy healthcare services of the high quality. In such a way, they will be satisfied with the quality of healthcare services and the high quality of healthcare services will make them more efficient. In the healthcare setting, the high quality of healthcare services means the high effectiveness of treatment. Therefore, patients will be cured successfully, if healthcare professionals are capable to deliver them healthcare services of the high quality. In actuality, managers should pay a particular attention to the quality of services being delivered to patients because the quality of healthcare services means not only the customer satisfaction and effective treatment but it is also essential in regard to the legal liability. What is meant here is the fact that the poor quality of healthcare services being delivered to patients may be interpreted as the professional negligence, whereas healthcare professionals are vulnerable to the legal liability for the professional negligence. Therefore, if their professional negligence is proved, they will be liable to legal prosecution. In such a situation, the high quality of healthcare services is the only way to minimize the risk of the legal prosecution and professional negligence from the part of healthcare professionals.
At the same time, similarly to other industries, managers operating in the healthcare setting should develop the customer loyalty as an integral part of their quality policies and strategies. What is meant here is the fact that the customer loyalty is essential for the establishment of positive interpersonal relations between healthcare professionals and their patients. In such a way, positive interpersonal relations can contribute to the improvement of the quality of services being delivered to patients because healthcare professionals will know better needs and expectations of their patients as well as their background information, which may be helpful in the course of treatment of patients. What is more important is the fact that the customer loyalty in the healthcare setting contributes to the more efficient prevention of the development of various health problems because patients are more confident in healthcare professionals, whereas healthcare professionals can provide patients with healthcare services of the high quality that meet their needs because they know well their patients and their health problems. In addition, healthcare professionals can provide patients with information on possible complications they may suffer from, if they ignore their recommendations or they can develop just in the course of aging. In such a way, loyal customers will just have to call in a doctor in time, when they have noticed first symptoms of the deterioration of their condition to receive essential health care services in time. As a result, healthcare professionals will not only deliver healthcare services of the high quality but they also be able to prevent the development of many health problems in patients due to the customer loyalty.