Inovação em serviços de saúde: uma contribuição através do ciclo reverso e a escala SERVQUAL

Abstract

This paper aims to disseminate the importance of innovation in the health sector as a competitive strategy since the emergence of new technologies is one of the prominent factors in the search for innovation. From this perspective, we present first a literature characterizing the service sector, some dimensions of innovation for the sector under study, and then propose a methodology for evaluating health services that can contribute to innovation and customer satisfaction. Regarding the methodological aspect, we use the literature with a qualitative approach, exploratory. The study also shows the involvement of the innovation by "reverse product cycle" proposed by bars (1986) and the evaluation of the service through SERVQUAL based on the five gaps doss model with a view to contributing to development of the method of a favorable innovation management in health services (be they related to public or private sphere). Given the specificity of the service sector and the dynamics of innovation, considerable emphasis will be given to the customer perspective, compared with the high degree of contact (interface) and immediacy with which it occurs in its provision.