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Purpose The implementation of quality in health services should go beyond legal, regulatory and purely technical obligations in relation to carrying out health insurance practices. The purpose of this paper is to present a management model that intends to equip private health care companies in favor of quality development from the use of a model for forming a competitive strategy in the supplementary health sector companies. Design/methodology/approach In this approach the proposed model is grounded on guiding procedures for the process of strategy formulation, with a systemic structure that separates in analysis involving the internal and external environment to the organization to verify the strategy that best applies. It is based on prescriptive strategy – the five competitive forces and, with adaptive strategy, the competition arenas. Findings Through the proposed model the analytical mechanisms of political-legal environments surrounding companies in the sector can be described, identify organizations and their process performance, study them, and perform comparative analysis of information between them. All of this development seeks to ensure the formation of policies, to guide strategic action in health insurance. Originality/value This work strongly contributes to the foundation and strengthening of strategic knowledge and has quality aimed at the study of the private health care market, due to the high degree of regulatory requirements by the state to the businesses, the environment turns into a chain of complex information that migrates from the condition of just meeting legal requirements, to also satisfying the demands of a hypercompetitive market.

Atualmente, às organizações necessitam de vantagens competitivas que também promovam um desenvolvimento que possibilite a elas sustentação e segurança no mercado. Neste estudo, objetivou-se elaborar um plano de longo prazo de gestão da qualidade voltado à eficiência produtiva a partir da economia da qualidade, para garantir a longevidade de uma organização de remodelagem de pneus. Assim, utilizaram-se princípios da economia da qualidade, engenharia de métodos, técnicas de cronoanálise. Verificou-se que não há acompanhamento dos processos produtivos por parte dos gestores, bem como inexiste uma gestão da qualidade. Concluiu-se que as técnicas utilizadas foram eficientes para compor uma política de gestão adequada às necessidades de médio e longo prazo da empresa analisada e para manter sua competitividade e longevidade. Além disso, salienta-se que a gestão da qualidade é imprescindível como ferramenta de apoio à tomada de decisões e para que os gestores compreendam melhor os fatores que interferem no processo produtivo.

PurposeThe present research aims to evaluate the quality of services provided by the Basic Health Units (UBS) of the Unified Health System (SUS) located in the city of Recife, in the state of Pernambuco, Brazil, using the Kano model integrated with the dimensions of quality proposed by the service quality (SERVQUAL) model.Design/methodology/approachThe research was classified as bibliographic, descriptive, quantitative and surveyable. A structured questionnaire based on the Kano Model integrated with the dimensions of quality proposed by the SERVQUAL model, applied online through Google Forms. The questionnaires were distributed on social networks, obtaining a non-probabilistic sample of 120 individuals, collected for convenience.FindingsThrough the analysis of the Kano Model, it was possible to observe that all the investigated attributes are classified as one-dimensional. Among the attributes that deserve to be highlighted are attributes “Clean and pleasant environment”, “Reliability and security of information”, “Knowledge of employees to perform services”, “Service performed in the promised time”, “Polite and kind staff in dealing with users” and “Effectiveness of the service provided” due to having the longest intervals when considering the satisfaction and dissatisfaction coefficients, above 1.575. These attributes must be considered as critical priorities when implementing improvements, since their presence considerably increases users' satisfaction, as well as their absence generates great dissatisfaction.Originality/valueThe research is original and justified by the potential use of a quality assessment tool in the public health service, especially primary care. It is noteworthy that there are few works that integrate the Kano and SERVQUAL models applied in the public health service and that this integration can contribute to the national and international literature, mainly in the identification and prioritization of areas for improvement.