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THE ROLE OF RELATIONS WITH CUSTOMERS AND OF THE COMMUNICATION PROCESS IN IMPROVING FARM SANITARY-VETERINARY SERVICES
Abstract
Health is a fundamental good that can not be bought in a market, and its determinants are the genetic "luggage", lifestyle, the environment, and health care, regardless of whether we are talking about humans or animals. The need for health care is a relative concept involving both the individual and society, all of which has as its starting point the poverty of information (knowledges) that an individual has in relation to his "needs" for health care. The relations with customers and communication between them is a commercial strategy that aims to establish a close and lasting relationship between service providers and those who receive them. This link is based on capturing and using customer information, delivering the service and meeting it. An important factor influencing the activity of health care providers is the quality of health care. The way in which quality influences the offer derives from the following aspects: - quality is in close conection to the nature and outcome of primary care; - quality is a very important factor of the medical market; - the emphasis is put on medical training and it can lead to a variation in quality; - there are situations when resources are only allocated for quality improvement. The main issue analyzed by this case study is the identification of the basic characteristics of the relationship and the communication process between the veterinarian and the clients in the farm sanitary veterinary process. So, the study aims to identify whether the difference in social status (education, income, prestige) influences the communication between the veterinarian and the client, to learn the approach stile of the clients by the veterinarians, to discover what is the most important character trait (patience, calmness, sincerity, fairness, respect) of the veterinarian that absolutely all customers expect. After the application of the questionnaire it was showen that the main component of customer satisfaction is determined by the interpersonal relationships that they developed with medical staff, especially with the attending physician. Customer satisfaction is in close conection with the clarity with which the veterinarian provides the necessary information about the illness and its therapy, the customer's perception that the veterinarian is genuinely interested in the needs of the healthcare provider, and that it is sensitive to the many aspects of his client, the animal owner.
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