Esta pesquisa realizou uma avaliação de desempenho em um polo do Programa Academia da Saúde em Belo Horizonte/MG. É uma pesquisa qualitativa, descritiva, do tipo estudo de caso. A escolha do polo e dos participantes foi intencional. Adotamos a entrevista em profundidade para a coleta dos dados, sendo que a amostra foi estipulada pela técnica de saturação. Para a interpretação das informações usamos a análise crítica do discurso. Os resultados indicam algumas lacunas existentes no programa, como aspectos logísticos adequados; inadequação da articulação entre polo e Unidade Básica de Saúde; ausência de metas definidas. Como aspectos positivos identificamos a satisfação dos profissionais em atuar no programa e dos alunos em participar das aulas. Concluímos que o modelo de avaliação adotado contribuiu para diagnosticar importantes condições operacionais executadas que podem auxiliar a tomada de decisões dos gestores quanto ao desenvolvimento do programa.

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Purpose The purpose of this paper is to better understand the influence of service quality and corporate image of Brazil’s National Cancer Institute (INCA) on the satisfaction of its outpatients. Design/methodology/approach The study is quantitative, with data collected from a self-administered structured questionnaire answered by a sample of 434 outpatients of Hospital do Câncer I, the largest and oldest hospital operated by the INCA. The data were treated with covariance-based structural equation modeling. Findings The results indicated that the corporate image of the INCA was the main factor having a positive influence on the patients’ satisfaction, followed by the quality of the services rendered by physicians and the quality of the hospital’s facilities. Originality/value The study shows that unlike indicated by the theory, quality does not have a direct impact on satisfaction with the nursing services, but rather an indirect impact via corporate image. Even though part of the explanation can be the fact that only outpatients were surveyed, who have less interaction with the nursing team than do inpatients, this result shows the strength of the hospital’s corporate image regarding patients’ satisfaction. Besides this, the study identified that hospitals with a strong corporate image transmit to patients the perception that they are being treated by technically qualified professionals, thus increasing the chances of cure and reduced suffering. This is fundamental for patients’ satisfaction, as most are unable to understand the technical attributes of the service. The study adds to the scarce Brazilian literature on the causal relation between the image of hospitals and their patients’ satisfaction.

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