Najważniejsze czynniki wpływające na pozytywną ocenę lekarza pediatry oraz poradni pediatrycznej przez rodziców na przykładzie województwa śląskiego

Introduction: Our times are characterized by the development of information technologies and modern advertising methods. Representatives of each field of the service sector face social pressure, engaging in the process of creation of the image and building the brand. Thanks to professional activity in this area, they can gain an advantage over their competition. This also applies to doctors and managers of health care entities. A good image affects the patients' trust in relation to the subjects of the therapeutic activity. So what seems to be an extremely interesting issue is the identification of the decisive factor influencing the positive perception of pediatricians and outpatient pediatric care by parents in Silesian voivodeship. Material and methods: The diagnostic survey method, and the survey technique were applied in the course of research conducted in eleven educational institutions in Silesian Voivodeship in the period between May 2016 and January 2017. The sample group consisted of 123 people – parents of children up to eighteen years old. Results: A vast majority of the respondents consider politeness of the staff and the ease of the registration procedure to be the crucial factors affecting their positive assessment of their visit to the pediatric clinic. The doctors’ good reputation results mainly from factors such as their attitude to patients and provision of clear and extensive feedback. When asked about the factors influencing their decision to choose a particular doctor, the most respondents mentioned a personal recommendation by a family member or friend. Najważniejsze czynniki wpływające na pozytywną ocenę lekarza pediatry oraz poradni… 198 Conclusions: Despite their common access to the Internet and the development of technology, a recommendation by a family member or friend constitutes the most popular choice quoted by the respondents. Just like in the case of other areas of the service sector, the most important factors in a positive assessment of the facility are the courtesy of the staff and the ease of completing the formalities