PROMOÇÃO DA SATISFAÇÃO E LEALDADE DOS PACIENTES EM INSTITUIÇÕES DE SAÚDE: REVISÃO INTEGRATIVA.

Considering the high complexity of health service management, managers look for strategies that ensure patients' satisfaction and loyalty. The objective of this research was to synthesize the main strategies that have been used to promote patient satisfaction and loyalty in healthcare organizations. An integrative review study was carried out from October to December 2019, covering publications from the Web of Science, SCOPUS and BIREME databases, in English, Spanish and Portuguese, with standardized descriptors patient satisfaction and hospitals, and with the keyword patient loyalty. The sample comprised nine articles, which describe the relationship of these constructs with the perception of the value of the service, quality of service, patient experiences, as well as the use of the Customer Relationship Management (CRM) marketing strategy. This strategy allows organizations to establish a meaningful relationship with customers, by understanding their behavior. There is also the description of a program implementation plan offering differentiated hospitality services. It was identified that the constructs perceived value of the service and quality of the service precede patient satisfaction and loyalty. The CRM strategy was related to patient loyalty, and studies emphasize that health managers encourage the development of attitudinal skills by health team professionals in providing care, in order to add value to the service offered and provide increased patient satisfaction and loyalty in healthcare organizations. [ABSTRACT FROM AUTHOR]