Detalhes bibliográficos
| Ano de defesa: |
2021 |
| Autor(a) principal: |
Lyra, Lucas Uchôa
 |
| Orientador(a): |
Ponchio, Mateus Canniatti |
| Banca de defesa: |
Figueiredo, Júlio César Bastos de,
Mette, Frederike Monika Budiner |
| Tipo de documento: |
Dissertação
|
| Tipo de acesso: |
Acesso aberto |
| Idioma: |
por |
| Instituição de defesa: |
Escola Superior de Propaganda e Marketing
|
| Programa de Pós-Graduação: |
Programa de Mestrado Profissional em Comportamento do Consumidor
|
| Departamento: |
ESPM::Pós-Graduação Stricto Sensu
|
| País: |
Brasil
|
| Palavras-chave em Português: |
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| Palavras-chave em Inglês: |
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| Área do conhecimento CNPq: |
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| Link de acesso: |
http://tede2.espm.br/handle/tede/609
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Resumo: |
This work has as main objectives to measure the impact of perceived self-efficacy and temporal orientation for the conversion of doctor appointments into exams within a medical clinic, to explore and characterize the manifestations of perceived self-efficacy and temporal orientation in the demographic context of this clinic and to promote knowledge about the behavioral profile of the clinic's patients that could be used to improve conversion of exams in this clinic. The opportunity to develop this study emerged from a business problem in a popular medical clinic located in the city of São Paulo, which convinces only 25% of its patients who received medical exam requests from physicians in the clinic to perform them in the same place, resulting in revenue losses and potential discontinuation of patients’ treatments. Two behavioral theories frequently addressed on consumer behavior issues bring possible clarifications to the observed phenomenon. The Social Cognitive Theory indicates that a determining factor for the adoption of a behavior is the concept of perceived self-efficacy, defined as an individual's assimilated capacity to perform a certain task. Studies on Time Perspective, on the other hand, argue that understanding an individual's temporal bias could help in predicting future behaviors. This paper addresses the relationship of the constructs (1) perceived self-efficacy, (2) present-hedonist time perspective, (3) present-fatalistic time perspective and (4) future time perspective with the completion of exams in the clinic. Primary data collection was performed in a clinic in the South Zone of São Paulo. 854 patient observations were collected to measure the constructs previously mentioned. Collected data was then cross-referenced with the clinic's patient registration data to measure the completion of exams. Information on sex, age and volume of exams recommended by the doctor were also used to cross the variables involved. The analysis used a logistic regression model to distinguish individuals who underwent at least one of the indicated exams from those who did not undergo any exam. The proposed model indicates that female patients are more likely to undergo examinations in the clinic than male patients, and that older patients are more likely to undergo examinations than young patients. In addition, it was observed a higher probability of undergoing exams in patients with higher volumes of exams ordered by the doctor. No significant relationship was found between perceived self-efficacy and exams. It suggests that the general self-efficacy scale (GSE) has no direct relationship with observable behaviors. Contrary to expectations, it was found that patients with present-fatalistic characteristics are more likely to undergo exams. The findings corroborate with previous studies that point impulsiveness and suggestiveness as characteristics of individuals oriented to the present-fatalist dimension. No significant relationship was found among present-hedonistic, future and exams. Finally, possible practical implications of the work for the clinic in question are raised and new lines of research are recommended for marketing professionals and healthcare researchers. Keywords: self- |
