EXECUTIVE SUMMARY

Internship program is the pre-requisite for the post graduation in

MBA. A report has to be built for the university and organization
requirement. The topic of the report is

“Measuring patient satisfaction level of United Hospital Limited.”

United Hospital Limited, a concern of United Group Gulbarga, is one

of the best health service providers in our country. It was established
in 2012 to meet market demand for health care services with world
class facilities and modern equipments. The company has achieved
people faith and respect for its last two years successful operations.
The hospital has the experience and specialization to provide best
medical facilities available in the world and every time its developing
each of the departments. For doing this study, I had surveyed on 120
respondents or the clients of United Hospital Limited. From their
responses on various factors of hospital service system, I had found
that the patients were satisfied with the hospital service by the
overall measurement of data analysis and finding.
CHAPTER
NUMBER PARTICULER PAGE NO.
EXECUTIVE SUMMARY
INRODUTION
 Introduction
 Need for the study
 Objective of the study
 Scope of the study
 Methodology adopted
 Literature Review
 Limitation of the study
HOSPITAL PROFILE
02  Introduction
 Vission and Mission
 Quality policy
 Service profile
 Competitor information
 Area of operation
 Infrastructure facilities
 SWTO Analysis
THEORTICAL BACKGROUND
OF THE STUDY
ANALYSIS AND INTERPRETATION
OF THE DATA
SUMMARY OF FINDINGS,
SUGGESTIONS
BIBLIOGRAPHY
 ANNEXURE
INTRODUCTION

A government estimate puts the figure of foreign exchange spent for

treatment abroad at T k 3000crore, with such initiatives as United
Hospital Ltd., Apollo Hospital and Square Hospital have undergone,
people of Bangladesh can now rely on these hospitals. United Group,
the founders of United Hospital, was established about three
decades ago in 1977.From its humble beginnings the group has
emerged today as one of the major player in the development of the
economy of Bangladesh. Its areas of activities cover power
generation, property and land development, weaving, spinning and
textiles, pharmaceuticals, land port services, travel & tourism and
educational institutions. United Hospital is one of the leading health
service providers in the country with a massive 450 beds capacity. As
United Hospital Ltd is a multi disciplinary Hospital, it is committed to
provide
best health service; it’s always tried to develop themselves with the
best doctors and equipments.
At present it does have world class equipments and bringing all the
new equipments. As we can see the Hospital has most of the major
departments and many of them will open soon, its target is to
provide all the health care services in the world. United Hospital Ltd
is a long cherished dream of world-class health service provider in
Gulbarga has come true. We believe in building a healthy nation by
healthy people. United Hospital Limited is enriched with a dedicated
team of competent medical professionals, trained nurses and staffs
to provide a complete health solution. We strongly desire to be the
trendsetter in providing quality and complete treatment and are
committed to rendering medical services better than the best. As
such the latest medical equipments with the state of the art
technology are in place to facilitate the complete treatment. United
hospital is one of the largest private hospitals in Bangladesh with
over 450 beds capacity spread across a total covered area of
approximately 45,000 sift. Currently United Hospital is planning to
establish a nurse hostel.
  Objectives of the study

Their main objective is Besides this,

1. To improve the health status and socioeconomic conditions of the
people of Bangladesh and beyond by being a key provider of quality
healthcare.

2. To consolidate core areas of in-patient, out-patient and

community based health services delivery.

3. To consolidate and introduce a select number of specialized

services directly expected to improve patients care,
physiotherapy, clinical pastoral care, etc.

4. To secure, train and retain a sufficient number of qualified

satisfied and committed personnel through development of
comprehensive human resources strategic plan.

5. To re-orient and improve hospital activities towards quality of

service and humanity of care.

6. To improve the efficiency of services and health information

system and communication.

Needs of the study:

While preparing this report, I hope to have a great opportunity to
have in depth knowledge of all the marketing activities practiced by a
modern hospital of Gulbarga. The research question will be whether
a periodic surveillance of quality of care brings about improvement
in patient satisfaction with health care services. The study will seek
to achieve the following specific needs:

1. To estimate periodically levels of patient satisfaction through

the use the SERVQUAL Tool assessing the quality of care

2. To sensitize the management of the facility and the health

providers to the needs of their patients.

3. To demonstrate an improvement in patient satisfaction

through the use of this tool

Scope of the study:

1.From the company’s perspective this study will help UHL to

understand its position in terms of satisfying its customers.

2.It will help them to know which service attributes are most
important for the customers.

3.They will be able to understand in which area of services UHL lack

most and thus improve the quality of their service.

4.They will understand which customer groups are more potential.

5.The will also be able to know which treatment’s sector of UHL are
mostly preferred by the customers.

6.This study will also help other hospitals and service organization to
understand the factors that affect the satisfaction level of the patient
and thus they will be able to improve their services.
 Research model:

This study proposed that hospital service quality dimensions include

reliability, responsiveness, trust and personalization, and moreover
developed a research model for understanding the perceptions of
rational customers regarding hospital services. The model proposed
that hospital service quality dimensions are casually linked to the
level of customer satisfaction and in turn influence customer purchase
decision.
 The Hospital Service Quality Dimension
is as follows.

Reliability

Responsivenes Customer Purchase

s Satisfaction Intentions
Trust

Personalization
Pppp

 Research Methodology:
Items for measuring reliability, responsiveness, trust and personalization employed
several dimensions of the SERVQUAL model. All items will be measured using a
4 point Likert- generate statistical measurements of patients’ attitudes and
opinions regarding hospital’s service quality.

To do my research and to accomplish my objectives I have to go through

different sources and I will use the both primary and the secondary sources to
collect the most appropriate information.

 The "Primary Sources" are as follows through questionnaire

survey

 My target customers are: Patients of UHL

 The sample size is 120 because it is time consuming

 The "Secondary Sources" of information are:

 Official website of United Hospital Limited

 Publications on United Hospital Limited

 Journals (various book, articles, compilations)

 Limitations of the study:

 Most of the time patients are not that friendly to fill up

questionnaire or to talk for a little while.

 To measure the visibility, a sample survey is conducted which may

not represent the entire population.
 Every organization has their own secretary that is not revealed to
others. While collecting data, sometimes they might not disclose
much information for the sake of confidentiality of the
organization.

 Marketing Department of this organization is still not fully

constructed, which may limit the on-hand marketing practice

 Literature review:
Service quality has become an important research topic in view of its
significant relationship to costs (Crosby, 1979), profitability (Rust and
Zahorik, 1993), customer satisfaction (Bounding etal. 1993), customer
retention (Reich held and Sasser, 1990), service guarantees.
(Kandampuly and Butler, 2001), and financial performance (Buttle,
1996). Wan Edura Wan Rashid, H j. Kamaru zaman Jusoff, 1 (2009)
attempted to explore the concept of service quality in a health care.

Care setting. This paper probes the definition of service quality from
technical and functional aspects for a better understanding on how
consumers evaluate the quality of health care. It adopts the
conceptual model of service quality frequently used by the most
researchers in the health care sector. Daniel Butler, Sharon L. Oswald,
Douglas E. Turner (1996) investigated the effects of demographic
factors on users and observers of perceived hospital quality and noted
that previous research suggests the components of perceived service
quality are industry specific, and that calls have been made for
academics to integrate their theory into practice. At the end the
researcher found that perceived quality is industry specific, users and
observers differ in their perceptions of hospital quality and
demographic factors do make a difference in perceived hospital
quality.
Hospital profile:
HISTORY:
United Hospital was established in 2012 in Kalaburagi by Dr. Vikram Sidaraddi,
a general surgeon with a deep interest in trauma care. He made the decision to
return to his hometown to bring world-class trauma and critical care to
accident victims. Along with his wife, Dr. Veena Sidaraddi, a skilled
ophthalmologist, he set up state-of-the-art facilities (24 hr emergency room,
Operation Theatres, Surgical ICU services and so on) , top-notch equipment
and specialists in multiple departments which enabled them to save more than
90% of seriously injured and ill patients who came to their hospital.

OVERVIEW:
As the directors of United Hospital, Dr. Vikram Sidaraddi and Dr. Veena
Sidaraddi are driven by their deep sense of commitment to the people as well
as an urgent need to provide quality trauma and critical care. This resulted in
the rapid growth of United Hospital from a humble 24 bed facility in 2012 to a
80 bed hospital with facilities and specialists who treat Level 2 Trauma case – a
process which took just 5 years! The tenets that United Hospital is built on
have however stayed the same. The S.M.A.P. Principle is followed in every case
– Swift action, Multi-disciplinary approach, Aid on Admittance (no stalling for
billing), Patient-centric. This principle ensures there are no administrative
delays and essential medical aid is provided to the patient which dramatically
increases his chances of survival and recovery.

OUTREACH PROGRAMS:
Everyone who comes to the hospital knows that they will get nothing but the
best treatment there. However, for the people of surrounding regions,
poverty, ignorance and distance combine to make quality health-care only a
myth. The team at United Hospital wanted to make a difference in this
segment too. They have tied up with over 200 rural health-care practitioners
for referrals, conduct regular health camps and even have a mobile ICU to
bring people the care they truly deserve

EXPANSION PLANS:
By the end of 2020, United Hospital will move into their new facility which will
house 180 beds, with the ability to cater to level I trauma care and all tertiary
care referrals. Dr. Vikram Sidaraddi believes that collaborations in the field of
health-care will bring greater benefits for all involved. Thus, he has partnered
with Drishti Eye Hospital to take eye care to rural and semi urban areas.
As of early 2019, a flagship hospital – Hazel Tree Mother and Child Hospital was
launched under the aegis of Dr. Vikram Sidaraddi. It is aimed at the women and
children of Kalaburagi – reducing Maternal Mortality Rates, increasing prenatal
and antenatal care and raising strong children.

Mission
Their number one priority is to provide us with high quality healthcare in a friendly
and compassionate environment. They are committed to …

 Quality
Operating at the highest standards of safe and ethical practices and
demonstrating continuous improvement.

 Effectiveness
Selecting the most appropriate services to produce the desired health
outcomes.

 Integration
Providing clear pathways by ensuring collaboration, consultation, effective
communication with health service providers.

 Caring for the Community

Promoting health and providing care based on a commitment to well being of
the patients.

 Caring for our staff

Caring for the health of our staff and developing a culture of trust, and
training for personal growth.

 Research and Training

Providing an environment that promotes personal development, learning
and research.

 Vision
Their vision is:

 To be the hospital of choice for patients, physicians and employees in

Bangladesh because of our preeminent patient care and teaching
programs.

 To be well recognized as a technology leader in Dhaka.

 To be a prominent community member known for meeting the

healthcare needs of the entire community through incomparable patient
care and wellness programs