Abstract
The aim: To determine learners' (doctors) needs and draw up proposals for upgrading educational communication processes in the "provider-consumer" system of educational services. Materials and methods: The biblio-semantic, biostatistic and sociological methods were used. 754 author questionnaires were processed. Results: The socio-professional characteristics of learning service consumers at Shupyk National Medical Academy of Postgraduate Education were analyzed as well as studied their proposals. Evaluating communication interactions in the "provider-consumer" system of educational services concerned determining the most comfortable organizational modes of education for a consumer, making a careful analysis of the learning service characteristics by "accessibility" and "effectiveness" criteria. The determination methodology and research results can be used by universities and colleges regardless of the educational program specialization. Conclusions: Ensuring the educational communication processes effectiveness in the "provider-consumer" system of educational services is achieved by studying learners' adaptation according to such principal criteria as organizational modes of education, the learning service accessibility and effectiveness. The learning service providers adjust customer requirements to the capabilities of a particular educational institution (personnel availability, facilities and resources etc.) and so that they ensure competitiveness.
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