Kommunikationsmediums påverkan på patientnöjdhet - En kvantitativ studie om hur patientnöjdheten påverkas av marknadsförändringar

Sammanfattning: Examining how different communication mediums affects patient satisfaction is a relatively unknown research area. Previous research has mainly focused on factors affecting patient satisfaction within health care. Other researchers have conducted studies about different communication channels effects on services. This paper aims to examine how patient satisfaction is affected depending on which communication medium that is used and to do this the two previous research areas were combined. A quantitative, questionnaire-based experiment was conducted with 238 respondents across Sweden in the age of 18-65 years old. Three groups were exposed to a scenario-based experiment where all variables were constant except for the communication medium which was the independent variable. Patient satisfaction was measured through the parameters: communication, access, trust, competence and empathy. The study's result shows that patient satisfaction is negatively affected when less rich mediums are used. All factors expect access affected satisfaction negatively. The findings suggested that access is the most likely reason for people to choose to use a digital channel instead of visiting the district health care centre.