DONATE ALFREDO'S ORGANS? NO WAY!

Authors

  • Claudia Affonso Silva Araujo Universidade Federal do Rio de Janeiro
  • Kleber Fossati Figueiredo Universidade Federal do Rio de Janeiro

DOI:

https://doi.org/10.14210/alcance.v29n3(Set/Dez).p315-327

Keywords:

Service Quality Management, People Management, Organ donation-transplantation, Family refusal to donate, Peoples’ role in service delivery

Abstract

Dilemma: The case portrays the difficult decision of Alfredo's family to donate or not the organs of the beloved deceased. This decision is influenced by the quality of services provided by the hospital to Alfredo's family and the ability of frontline professionals to deal with the family at such a sensitive time. Jorge, the State Transplant Center (CET) coordinator, needs to act to increase the number of "yes" to organ donations from deceased donors. But what to do? How to develop the skills of professionals who worked at CET? How to improve the quality of services provided to the families of potential donors?

Educational objectives: The case was written with the pedagogical purpose of working in the classroom relevant concepts in the field of services management and quality:

  • the concept and the five dimensions of perceived quality in services discussed by Parasuraman (reliability, promptness, security, empathy, tangibles);
  • the three dimensions for assessing the quality of health services proposed by Donabedian (structure, process, result);
  • the importance of the people for delivering quality services in adverse and high-contact contexts, considering the four distinctive characteristics of services conceived by Kotler (intangibility, inseparability, perishability, variability), the “moment of truth” concept introduced by Jan Carlzon, and the “satisfaction mirror” of providers-clients.

Contextualization: The dilemma occurs in the hospital where Alfredo is hospitalized, with brain death.

Main theme: the concept of quality in services and the importance of people for delivering quality services in adverse and high-contact contexts.

Audience: Postgraduate students – executive training, master's or doctorate.

Originality/value: The case is original because it discusses concepts of service quality management in adverse contexts and high emotional distress, such as the case of organ donation from deceased donors.

Author Biographies

Claudia Affonso Silva Araujo, Universidade Federal do Rio de Janeiro

Professora Adjunta do Instituto COPPEAD de Administração, da Universidade Federal do Rio de Janeiro - COPPEAD/UFRJ. Chefe de Área de Operações, Tecnologia e Logística (OTL) do COPPEAD/UFRJ e Coordenadora do Centro de Estudos em Gestão de Serviços de Saúde - CESS/COPPEAD/UFRJ, tendo como uma das linhas de pesquisa a análise dos processos de doação e transplantes de órgãos, com foco em pessoas (atitudes e comportamentos) e procedimentos (redução de desperdícios e de tempos - abordagem lean aplicada ao processo). Possui Doutorado em Administração pelo Instituto COPPEAD de Administração (2005), Mestrado em Administração pelo Instituto COPPEAD de Administração (1996) e Graduação em Economia pela Pontifícia Universidade Católica do Rio de Janeiro PUC/RJ (1993). Pesquisadora visitante da Maryland University (Estados Unidos) em 2004.

Kleber Fossati Figueiredo, Universidade Federal do Rio de Janeiro

Doutor em Administração de Empresas pelo IESE Business School, Universidad de Navarra, Barcelona, Espanha e Mestre pelo COPPEAD/UFRJ. Licenciado em Matemática pela UFRGS. Professor da área de Operações e Tecnologia do COPPEAD entre 1979 e 1994. Foi Vice-Diretor da instituição entre 1988 e 1992, coordenador de várias turmas do MBA executivo e professor em todos os níveis de cursos oferecidos: Mestrado, Doutorado e Formação Executiva. Desde 1990 é professor visitante do Instituto de Empresa em Madri, sendo que entre outubro de 1994 e abril de 1996 exerceu, em tempo integral, a função de Diretor da Área de Operações e Logística. Em 1998 voltou ao COPPEAD e, desde então, foi Chefe da Área de Operações, Logística e Tecnologia e Coordenador das 10 primeiras turmas do MBA Logística. Foi Vice-Diretor de Educação Executiva entre março de 2005 e fevereiro de 2008. Atualmente é professor titular da Cátedra AMIL em Gestão de Serviços de Saúde e Coordenador do Centro de Estudos em Gestão de Serviços de Saúde. Suas áreas de interesse de pesquisa são Operações de Serviços e Estratégia de Serviços Logísticos. É um dos autores dos livros “Logística Empresarial – a perspectiva brasileira” e “Logística e Gerenciamento da Cadeia de Suprimentos”. É autor, também, de inúmeros casos de ensino e de artigos publicados em revistas técnicas e acadêmicas no Brasil e no Exterior.

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Published

2023-04-14

Issue

Vol. 29 No. 3(Set/Dez) (2022)

Section

Case for Teaching

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