• Abstract

    DONATE ALFREDO'S ORGANS? NO WAY!

    DOI 10.14210/alcance.v29n3(Set/Dez).p315-327
    Published date: 14/04/2023

    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.

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