DRIVERS, INHIBITORS AND IMPLICATIONS OF EFFECTIVE COMPLAINT MANAGEMENT AMONG HEALTHCARE INSTITUTION IN AN EMERGING ECONOMY: A CASE OF THE UNIVERSITY OF GHANA HOSPITAL.

Abstract

Purpose: Complaint Management (CM) is significant in improving the quality of healthcare service delivery. There is a dearth of knowledge regarding CM in healthcare service in Ghana. This paper aims at exploring the drivers, inhibitors, implications and influence of leadership on effective CM in healthcare service delivery.
 Methodology: A qualitative methodology was used. Data were collected through in-depth semi-structured interviews with 20 purposively selected informants. Data were transcribed and analysed thematically.
 Findings: The evidence suggests that there are some notable drivers, inhibitors, and implications of CM in healthcare service delivery. The study found that customer complaint, customer satisfaction, customer feedback, customer loyalty, customer retention, quality assurance, competitive advantage, compensation, culture, and speedy recovery are the drivers to effective CM in healthcare service delivery. However, regarding the factors that inhibit effective CM in healthcare service delivery, the study found insufficient skilled personnel, inadequate technology, lack of infrastructure, inadequate resources/funds and lack of oversight responsibility or control, lack of accountability, unresponsiveness, and unacceptance of mistakes/complaint. The study provides insight that effective CM has significant implications on customer satisfaction, customer loyalty, customer retention/commitment, institutional reputation/image, organisational performance, profitability, and good staff attitude. The results of the research corroborate the perception that leadership style influences the effectiveness of CM in healthcare service delivery.
 Recommendation: The study strongly recommend the establishment of CM department with the requisite logistics and accessories to promote effective handling of complaint. Additionally, it endorses training programmes on building strategies to enhance effective CM which will go a long way toward allowing service providers to form strong emotional bonds with their patients. The focus of such a program should be on instilling in frontline staff who deal with disgruntled/dissatisfied customers the necessity of adopting the study's findings into their complaint handling process.