Patient Centered Service Delivery Mechanisms in an Emerging Economy: An Institutional Theory Perspective

摘要

Intense pressure to attract and retain patients has driven a paradigmatic shift in hospital industry's approach to patient care. Our interest lies in understanding the shift from the traditional patient compliance management strategy to the emerging customer care strategy in the hospital industry. A patient centric service delivery (PCSD) approach reflects a relationship orientation that advocates patients as strategic assets who create a competitive advantage for the firm. PCSD crosses over two key stake holders in a hospital organization-external and internal customers-since delivering high quality patient centered care involves designing and implementing a delivery system that not only addresses key patient needs and preferences but also structures work in a manner that enhances FLE outcomes. Given that PCSD reflects the institutionalized practices of the marketing domain, we call the new found emphasis on customer orientation in the hospital organizational field as customer care logics. We propose that PCSD routines influence FLE outcomes such as engagement and attrition. Our specific research questions are: How do exemplary hospitals pursue PCSD strategies triggered by logics shift from compliance to customer care? What is the impact of these strategies on FLE outcomes?