CUSTOMER SATISFACTION FROM HOSPITAL SERVICES: A STUDY OF MAJOR PRIVATE HOSPITALS IN ROURKELA

Research Project Report

Submitted to the Biju Pattnaik University of Technology in partial fulfillment of the requirements for the degree of

MASTER OF BUSINESS ADMINISTRATION in HUMAN RESOURCE MANAGEMENT (Minor Subject: Marketing)

By Tamanna Bano (Registration No.- 0906260038)

CHAPTER 1 INTRODUCTION The modern age can be called as the Age of Consumers. In todays cut-throat competition the consumer is considered as the king. Many policies of various organizations are aimed at keeping the consumer happy and satisfied. It is very important for each and every organization to keep its consumers satisfied in order to maintain its competitiveness in the market. This helps in increasing the overall profitability of the organization. It also helps the long-term survival prospects of the organization. Consumers when viewed on the macro level exhibit similar traits. However when we take a closer look and come down to the micro level, we find that the consumers vary as compared to one another on one aspect or the other based on a variety of attributes (Kotler, 2003).
3

Even the best marketing companies in the world fail to sell products and services that fail to satisfy the customers needs. So customer satisfaction is the keyword in todays fiercely competitive business environment. CUSTOMER SATISFACTION Whether the buyer is satisfied after purchase depends on the products performance in relation to the buyers expectations. In general, satisfaction is a persons feelings of pleasure or disappointment resulting from comparing a products perceived performance in relation to his or her expectations. If the performance falls short of expectations, the customer is dissatisfied. If the performance matches the expectations, the customer is satisfied. If the performance exceeds expectations, the customer is highly satisfied or delighted.

The link between customer satisfaction and customer loyalty is not proportional. High satisfaction creates an emotional bond with the brand or company, not just a rational preference. CUSTOMER EXPECTATIONS How do buyers form their expectations? From past buying experiences, friends and associates advice, and marketers and competitors information and promises. If marketers raise expectations too high, the buyer is likely to be disappointed. However, if the company sets expectations too low, it wont attract enough customers. Some of todays most successful companies are raising expectations and delivering

performances to match. These companies are aiming for TCS- total customer satisfaction. The value proposition consists of the whole cluster of benefits the company promises to deliver; it is more than
5

the core positioning of the offering. Whether the promise is kept depends on the companys ability to manage its value delivery system. The value delivery system includes all the experiences the customer will have on the way to obtaining and using the offering.

MEASURING SATISFACTION Although the customer oriented companies seek to create high customer satisfaction that is not is main goal. If the company increases customer satisfaction by lowering its price or increasing its services, the result may be lower profits. The company might be able to increase its profitability by means other than increased satisfaction. Also, company has many stakeholders, including

employees, dealers, suppliers, and stockholders. Spending

6

more to increase customer satisfaction might diverts funds from increasing the satisfaction of other partners. Ultimately, the company must operate on the philosophy that it is trying to deliver a high level of customer satisfaction subject to delivering acceptable levels of satisfaction to the other stakeholders, given its total resources. Table describes four methods companies use to track and measuring customer satisfaction: Complaint and A customer-centered

suggestion system

organization makes it easy for customers to register suggestion and complaints.

Customer Satisfaction

Responsive companies measure customer satisfaction directly

Surveys

by conducting periodic surveys. While collecting customer

satisfaction data, it is also useful questions to ask to additional measures

repurchase intention and to measure the likelihood or

willingness to recommend the brand to others. Ghost Shopping Companies can hire people to pose as potential buyers to report on strong and weak points experienced in buying companys products. and competitors

Lost Analysis

Customer Companies

should

contact

customers who have stopped buying or who have switched to another supplier to learn why this happened.

The measurement of customer satisfaction has become very important for the health care sector also. The concept of customer satisfaction has encouraged the adoption of a marketing culture in the health care sector in both developed and developing countries. As large numbers of hospitals are opening up and the people are becoming more aware and conscious of health, great competition has emerged in this industry. So to retain their patients hospitals have to provide better facilities/services to its customers. Various factors that can affect the patients
9

satisfaction include behaviour of doctors, availability of specialised doctors, behaviour of medical assistants, quality of administration, quality of atmosphere, availability of modern facilities etc. As grew the competition, so grew the trend of providing better facilities to the customers by the hospitals. In last few years, a plethora of hospitals have mushroomed in and around the city. These hospitals are advertising heavily about the specialized treatments provided by tthese hospitals. There are various hospitals that provide specialized treatments for various diseases. Because of neck to neck competition between hospitals customers run to these hospitals for specialized treatments. Interestiongly all hospitals claim to have a high success rate. They claim to provide the best treatment and other essential facilities at

10

reasonable cost and in easy way to their customers. But how much of this is true and how many of their claims are myth are not known to vast majority of customers. The current study is focused on examining the various factors related to patient satisfaction with the following specific objectives: 1. To study the customer expectations from hospital services. 2. To study the customer perception of hospital services. 3. To study the degree of satisfaction of customers from hospital services.

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CHAPTER II REVIEW OF LITERATURE Many studies have been conducted on the customer satisfaction. An attempt has been made to present in brief, a review of literature on customer satisfaction in general as well as on the customer satisfaction from hospital services. Priscilla et al (1983) proposed a cognitive model to assess the dynamic aspect of consumer satisfaction/ dissatisfaction in consecutive purchase

behavior. They found that satisfaction have a significant role in mediating intentions and actual behavior for five product classes that were analyzed in the context of a threestage longitudinal field study. They found that repurchases of a given brand is affected by lagged intention whereas

12

switching behavior is more sensitive to dissatisfaction with brand consumption. David and Wilton(1988) have extended consumer satisfaction literature by theoretically and empirically examining the effect of perceived performance using a model first proposed by Churchill and Surprenant, investigating how attractive conceptualizations of

comparison standards and disconfirmation capture the satisfaction formation process and exploring possible multiple comparison processes in satisfaction formation. They suggest that perceived performance exerts direct significant influence on satisfaction in addition to those influences from expected performance and subjective disconfirmation.

13

Saha (1988) made an attempt to investigate the interrelationships between job-satisfaction, life satisfaction, life satisfaction-over-time and health. The relationship among these four variables and biographical variables were also examined. The study was conducted over the nurses in Nigeria. The data was collected from the full time employees only because statements about job satisfaction and other variables are different when supplied by retirees, part-time nurses. Bolton and Drew (1991) proposed a model of how customers with prior experiences and expectations assessed service levels, overall service quality and service value. They applied the model to residential customers of local telephone services. Their study explored how customers integrate their perceptions of a service to form an overall

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evaluation of that service. They developed a multistage model of determinants of perceived service quality and service value. The model described how customers expectations, perceptions of current performance and disconfirmation experiences affected their satisfaction or dissatisfaction with a service, which in turn affected their assessment of service quality and value. Boulding et al (1993) stated that the service quality relates to the retention of customers at aggregate level. The author has offered a conceptual model of the impact of service quality on particular behavior that signal whether customers remain with of defect from a company. The results of the study show strong evidence of their being influenced by service quality. The findings also reveal difference in the nature of the service quality.

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CHAPTER III RESEARCH METHODOLOGY The present chapter describes the research methodology of the study. It includes the Research Framework, Sample design and selection, Collection of Data, Research vehicle and Methods for analysis of data. It also points out the limitations of present study. To study consumers expectations, perception and their satisfaction level it was required to examine the following aspects (i) Patients expectations from the behaviour of the

doctors,

16

(ii) Patients expectations from the behaviour of the medical assistants, (iii) Patients expectations from the quality of

administration of hospitals, (iv) Patients expectations from the services provided by the hospitals, (v) Patients perceptions for the behaviour of the doctors, (vi) Patients perceptions for the behaviour of the medical assistants, (vii) Patients perceptions for the quality of administration of hospitals, (viii)Patients perceptions for the services provided by the hospitals, (ix) Patients satisfaction level for the behaviour of the doctors,

17

(x) Patients satisfaction level for the behaviour of the medical assistants, (xi) Patients satisfaction level for the quality of

administration of hospitals and (xii) Patients satisfaction level for the services provided by the hospitals,

3.1 RESEARCH FRAMEWORK The present study is based on explorative and descriptive research design with the objective of measuring the satisfaction level of patients of five major private hospitals in Rourkela. The study uses both primary and secondary information. As it is clear from the objectives of the study, the study was divided into three parts i.e. patients expectations, perceptions from the hospital services and then measuring their satisfaction level from
18

the hospital services. For both the first and second objective of study i.e. the customers expectations and their perceptions of hospital services, primary data was collected through a structured questionnaire. Then to meet the third objective of the study proper statistical tools were used on the information collected for the first two objectives of the study.

3.2 SAMPLE DESIGN AND SELECTION 3.2.1 Population and Sample: In view of the fact that this was a one person survey to be completed within limited resources the present study was restricted to only those hospitals which were located in Rourkela. The population of this study comprised of the indoor patients only. Five major private hospitals in Rourkela were selected namely:
19

1. Life Line Hospital , Rourkela 2. City Hospital , Rourkela 3. Vesaj Patel Nursing Home , Rourkela 4. Rajasthan Seva Sadan , Rourkela 5. Sudha Nursing Home , Rourkela

3.2.3 Selection of Respondents From these hospitals primary data was collected from the respondents. The respondents were either the patients themselves or their relatives. For sample selection, a multistage sampling procedure was followed. At the first stage, sample units consisted of total number of general wards and private wards in the hospital. 10% of the general wards and 10% private wards were selected randomly. Then from each selected general ward 3 to 5 patients were chosen and from each selected private ward one patient was
20

chosen. The information was collected through a predesigned, structured questionnaire. A sample of 80 respondents selected from these hospitals on the basis of their convenience for the first objective and the second objective. To suggest solutions to the problems observed during the survey is done through secondary data. Table 3.1 Sampling Plan SELECTION OF WARDS HOSPITAL (A) TOTAL GENERAL WARDS APOLLO GRU TEG BAHADUR 6 5 SELECTED (B)TOTAL SELECTED GENERAL PRIVATE WARDS (10% OF A) 1 1 71 46 WARDS PRIVATE WARDS (10% OF A) 7 5

21

DMC OSWAL CANCER CMC TOTAL

17 26

2 3

98 68

10 7

16 70

2 9

76 359

18 47

SELECTION OF RESPONDENTS

HOSPITAL RESPONDENT RESPONDENTS FROM GENERAL WARD (3 TO 5 FROM EACH) FROM PRIVATE WARD (1 FROM EACH)

TOTAL RESPONDENTS

APOLLO

1*5=5

7*1=7

12

22

GRU TEG BAHADUR DMC OSWAL CANCER CMC TOTAL

1*5=5

5*1=5

10

2*5=10 2*5 + 1*3=13

10*1=10 7*1=7

20 20

2*5=10 43

8*1=8 37

18 80

In this way data was collected from 80 respondents that comprise of the indoor patients themselves or their attendants.

3.3 DATA COLLECTION

23

Before an attempt was made to collect the information from the sample, the desk research was conducted to see the literature and other library material available on the subject. Various studies were reviewed to have a through knowledge before considering how to collect the

information from the respondents. After having the background knowledge a structured questionnaire was prepared to obtain answer pertinent to the objectives of the study. For the purpose of the study, eighty indoor patients were selected and interviewed from the five private hospitals. Secondary data was also collected from various books, journals, magazines etc.

3.4 ANALYSIS OF DATA

24

The data / information contained in the questionnaire were first transferred to master table which facilitated tabulation of data in desired form. The collected data was then grouped into tables and analyzed using various statistical tools like mean scores. Other statistical tool used includes T-test for measuring whether there is significant difference between the mean scores of attributes i.e. between expectations and perceptions of a factor. Reaction of the respondents towards the different factors given was studied using a structured, non-disguised and well-defined questionnaire designed for the patients or their attendants. The questionnaire contained rating questions. Each factor was rated over a scale of 1 to 9 i.e. likert scale was used. The respondents were asked to rate the factors according to what they expect and what they had perceived from the hospital services.
25

Mean score was calculated for the questions asked on a 9point scale. In case of 9-point scale where the respondents were asked to indicate their degree of

importance/unimportance for expectations and degree of bad/good for the perceptions, scores were assigned from 1to 9. Frequencies were multiplied with their respective weights and aggregate values found out. Mean score was calculated using the formula: Mean Score = (Wifn)/n i = 1 to 9 n = 80 Where, Wi = Weight attached for degree of

importance/unimportance and good/bad. fn = Associated frequency n = Number of respondents

T-test was used to see whether there is significant difference between the means of a factor for the two data
26

samples at 5% level of significance. T-test was used because the both the data samples were collected from the same selected individuals. First the data was collected from a patient for his expectations from the various factors taken for the study and then from same patient data is collected for his perceptions for the hospital services. Similarly, the data was collected from the other patients. So, the data in two samples was dependent as data in one sample was collected from the same individual as in other sample.

3.5 LIMITATIONS OF THE STUDY Any study based on consumer survey through a predesigned questionnaire suffers from the basic limitation of the possibility of difference between what is recorded and what is the truth, no matter how carefully the questionnaire has been designed and field investigation has been conducted. This is because the consumers may not deliberately report their true preferences and even if they
27

want to do so, there are bound to be differences owing to problems in filters of communication process. The error has been tried to be minimized by conducting interviews personally yet there is no full proof way of obviating the possibility of error creeping in. So, the study suffers from some limitations also. As such generalizing the results, the following limitations of the study should be taken into the account. 1. As the study was to be completed in a short time, the time factor acted as a considerable limit on the scope and the extensiveness of the study. 2. The information provided by respondents may not be fully accurate due to unavoidable biases. 3. The lack of corporation shown by the respondents, because of this optimum number of responds not collected, so the sample was to be shortened.
28

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CHAPTER IV RESULTS AND DISCUSSIONS This chapter contains the analysis and discussion of the primary data collected from the respondents. The study is conducted to see the satisfaction level of the patients from the services provided by the hospitals. This chapter is divided into three parts: (1) Expectations of the patients In this part analysis of expectations of patients regarding the behavior of doctors, medical assistants, quality of administration and services provided by the hospitals is done. (2) Perception of the patients (i.e. what they had

actually received) In this part analysis of perceptions of patients regarding the behavior of doctors, medical
30

assistants, quality of administration and services provided by the hospitals is done. (3) Satisfaction level of the patients In this part satisfaction level of the patients regarding the behavior of doctors, medical assistants, quality of administration and services provided by the hospitals is found. To find the

satisfaction level difference between the mean scores of attributes of expectations and

perceptions are calculated.

4.1 Expectations of the Patients 4.1.1 Expectations of Patients from the Behaviour of Doctors Table 4.1.1 Expectations of patients from the behaviour of doctors
31

Attributes

Expectations (Mean Value)

Availability Knowledge Handling of Queries Cooperation Politeness Impartial attitude Examination Comfort Thorough Check-Up Empathy Individual Consideration Experience Average

8.98 8.94 8.51

8.53 8.71 8.39 8.79 8.98 7.31 6.70

8.64 8.46

Form the table4.1.1 it is clear that the mean scores for the attributes availability of doctors, knowledge of doctors,

32

thorough check-up and examination comfort are 8.98, 8.93, 8.98 and 8.78 which show that patients consider these attributes very important. So, their expectation level for these attributes is very high. Mean scores for the attributes politeness, experience, cooperation, handling of queries and impartial attitude are 8.71, 8.64, 8.54, 8.51 and 8.39 respectively also shows that patients also consider these attributes very important. So, a doctor must try to fulfill these expectations in an efficient manner. For the attributes empathy and individual consideration mean scores are 7.31 and 6.70 respectively which are not very high but patients still consider these attributes important. So, it is clear that attributes availability and knowledge have maximum mean score of 8.98 and attribute individual consideration has minimum mean score of 6.70. The overall mean score for expectations from the factor Behaviour of Doctors comes
33

out to be 8.46 which is very high on the scale of 9. So, it can be concluded here that the expectations of patients from the doctors are very high

4.1.2 Expectations of Patients from the Behaviour of Medical Assistants Table 4.1.2 Expectations of patients from the behaviour of medical assistants

Attributes

Expectations (Mean Value)

Availability Knowledge Cooperation Politeness Impartial attitude

9 8.56 8.65 8.79 8.49

34

Maintenance Record

of

8.71

Handling of Queries Experience Dress Average

8.44 7.45 6.9 8.33

Mean score for the attribute availability of medical assistants is 9, which means all the patients had given rating 9 to this attribute i.e. they consider this factor very important and their level of expectations for this attributes are very high. Politeness, maintenance of records and

cooperation with patients are given the mean scores as 8.79, 8.71 and 8.65 respectively which means that patients also consider these factors very important. Attribute experience has the mean score 7.45. So this shows that
35

patients consider this attribute important but not as much as the above mentioned attributes and the mean score for the attribute dress of medical assistants is lowest among all the other attributes which is 6.9. This explains that patients do not consider this attribute very important but they had not rated this attribute low. So this is also an important attribute. The overall mean score for the factor Behaviour of medical assistants is 8.33 and this is high.

4.1.3 Expectations of Patients from the Quality of Administrations

Table 4.1.3 Expectations of patients from the quality of the administration Attributes Expectations (Mean Value)

36

Convenient Office Hours Check Up Procedure Over Crowding Welcome Your Ideas Fee Grievances Handling System Billing Procedure Check Out Procedure Behaviour of Clerical Staff Behaviour of Security Staff Average

6.53

8.85 8.26 7.31 7.10 8.45

8.78 8.78 8.89

8.85

8.17

37

The overall mean score for all the attributes for this factor is 8.17. So it is true to say that patients consider the Quality of Administration an important aspect of the hospitals and their level of expectation from this factor is also high. Expectation level for the attribute behaviour of clerical staff is highest among all the other attributes with the mean score 8.89. Check up procedure, behaviour of security staff, check out procedure, billing procedure was also considered very important by the patients. The mean scores for these attributes are 8.85, 8.85, 8.78 and 8.78 respectively. Patients said that these procedures must be simple i.e. they are not very complex. Grievances handling system i.e. how the complaints of patients are handled was also given high rating of 8.45. Mean score for the attributes welcome your ideas, which means that whether the hospitals listen their ideas carefully or not and fee are 7.31
38

and 7.1 respectively. Convenient office hours had been rated lowest among all the attributes with the mean score 6.53. This means that patients did not consider this attribute as important as other attributes.

4.1.4 Expectations of Patients from the Services/ Facilities provided by the hospitals Table 4.1.4 Expectations of patients from the services and facilities provided by the hospitals

Attributes

Expectations (Mean Value)

Proper Arrangements

Sitting

8.98

Bedding Arrangements

39

Staff Appearance Natural Light Dust Boxes Flies & Mosquitoes Outer & Inner Appearance Parking Well Equipped Units Marking On Walls Eating Places Average

6.55 8.36 9 9 7.44 8.71 8.33 8.07 8.69 8.37

The table4.1.4 shows that expectation level of patients for the attributes bedding arrangements, dust boxes and flies and mosquitoes is highest among all the other attributes as all the three attributes has a mean score of 9. Here it is also clear that all the patients had rated these attributes with a
40

score 9. Mean score of 8.98 for the proper sitting arrangements also shows that patients consider this attributes as important as the above mentioned three attributes. Patients also thought that parking, eating places, natural light, well equipped units and marking on walls are other important attributes. Mean scores for these attributes are 8.71, 8.68, 8.36, 8.33 and 8.07 respectively. Outer and inner appearance of the hospital has average score of 7.44 which is quiet lower than other attributes. Attribute staff appearance has got the lowest mean score of 6.55 among all the attributes.

4.2. Perceptions of the Patients for various Factors

41

4.2.1 Perceptions of Patients for the Behaviour of Doctors Table 4.2.1 Expectations of patients from the behaviour of doctors

Attributes

Perceptions (Mean Value)

Availability Knowledge Handling of Queries Cooperation Politeness Impartial attitude Examination Comfort Thorough Up Empathy
42

7.78 7.11 6.60

6.75 6.86 7.46 7.76

Check-

7.88

5.85

Individual Consideration Experience Average

6.10

6.80 6.99

Table 4.2.1 shows that attribute thorough check-up has the maximum mean score 7.88. It is quiet high score which means that patients perception about this feature is good. Then this followed by attributes availability of doctors, examination comfort and impartial attitude of the doctors. 4.2.2 Perceptions of Patients for the Behaviour of Medical Assistants Table 4.2.2 Perceptions of patients from the behaviour of medical assistants

Attributes

Perceptions (Mean Value)

Availability

7.89

43

Knowledge Cooperation Politeness Impartial attitude Maintenance Record Handling of Queries Experience Dress Average of

6.46 6.71 6.88 7.04 7.99

6.10 6.35 9.00 7.16

It is clear from the above table that attribute dress is the highest rated attribute with mean score 9. From this it is clear that patients perception about the dress of medical assistants is very good i.e. they think medical assistants wear neat and clean dresses.
44

4.2.3 Perceptions of Patients for the Quality of Administration Table 4.2.3 Perceptions of patients from the quality of the administration Attributes Perceptions (Mean Value) Convenient Hours Check Up Procedure Over Crowding Welcome Your Ideas Fee Grievances System Billing Procedure Check Out Procedure 7.66 7.80 Handling 6.35 7.95 6.23 5.48 6.01 Office 8.26

45

Behaviour of Clerical Staff Behaviour of Security Staff Average

7.15

8.48

7.14

Average scores for the behaviour of clerical staff and convenient office hours are 8.48 and 8.26 respectively, which are very high and so it can be conluded that hospitals are doing well on these two attributes. 4.2.4 Perceptions of Patients for the Services/ Facilities provided by the hospitals Table4.2.4 Expectations of patients from the services and facilities provided by the hospitals

Attributes

Perceptions (Mean Value)

46

Proper Arrangements

Sitting

8.54

Bedding Arrangements Staff Appearance Natural Light Dust Boxes Flies & Mosquitoes Outer Appearance Parking Well Equipped Units Marking On Walls Eating Places Average & Inner

8.66 7.66 7.24 8.55 8.43 7.41

8.05 7.09 7.78 8.43 7.99

47

Mean scores for the bedding arrangements, dust boxes, proper sitting arrangements, flies & mosquitoes , eating places and parking are 8.66, 8.55, 8.54, 8.42, 8.42 and 8.05 respectively which means that perception of the patients about these attributes are very good. So we can say that hospitals are providing these facilities to the patients in a proper way.

4.3 Satisfaction Level of the Patients for the various Factors 4.3.1 Satisfaction Level of the Patients for the Behaviour of Doctors Table4. 3.1 Satisfaction level of patients for the behaviour of doctors

Attributes

Expectati Percepti Differen Tons ons ce value

48

(Mean Value) Availability 8.99 Knowledge Handling Queries Cooperation 8.54 of 8.98 8.51

(Mean Value) 7.78 1.21 7.11 6.60 1.91 6.75 1.79 10.01 * 10.05 1.85 * 5.48* 7.92* 1.03 1.83 7.11* 8.41* 6.48*

Politeness

8.71

6.86

Impartial attitude Examination Comfort Thorough CheckUp

8.39 8.79

7.46 7.76

0.93

8.98

7.88 1.10

9.25*

49

Empathy Individual Consideration Experience

7.31 6.98

5.85 6.10

1.46

5.93* 5.04*

0.88 8.64 6.80 1.84 8.31*

*there is significant difference at 5% level of significance (t-critical =1.66) The table4.3.1 shows that difference between the mean values of expectations and perceptions for the attributes handling of queries, politeness, experience, knowledge, cooperation and empathy are 1.91, 1.85, 1.84, 1.82, 1.79 and 1.46 respectively. The t-values for these attributes at 5% level of significance show that there is significant difference in the mean values of expectations and perceptions for these attributes.

50

4.3.2 Satisfaction Level of the Patients from the Behaviour of Medical Assistants Table 4.3.2 Satisfaction level of patients from the behaviour of medical assistants

Attributes

Expectati Percepti Differe ons (Mean Value) ons (Mean Value) 7.89 6.46 6.71 6.89 7.04 7.99 0.73 of 8.44 6.10 2.34 1.11 2.10 1.94 1.91 1.45 nce

Tvalue

Availability Knowledge Cooperation Politeness Impartial attitude Maintenance Record Handling of

9.00 8.56 8.65 8.79 8.49 8.71

5.90* 8.98* 9.43* 9.93* 5.93* 4.94*

11.11

51

Queries Experience Dress 7.45 6.90 6.35 9.00 1.10

* 3.99* 13.23 -2.10 *

*there is significant difference at 5% level of significance (t-critical =1.66) It is clear from the table4.3.2 that difference between the mean values for expectations and perceptions are highest for the attribute handling of queries which is 2.34 and its corresponding t-value is very large and it shows that this difference between the values is significant. This means that patients had not received what they have expected from this particular attribute. 4.3.3 Satisfaction Level of the Patients for the Quality of Administration
52

Table 4.3.1 Satisfaction level of patients for the behaviour of doctors Attributes Expectations Perceptions Difference T(Mean Value) Convenient Office Hours Check Up Procedure Over Crowding Welcome Your Ideas Fee 7.10 5.48 1.62 4.49* 7.31 6.23 8.26 7.95 0.31 1.08 4.99* 1.92* 8.85 6.35 2.50 9.84* 6.53 (Mean Value) 8.26 -1.74 -7.27* value

Grievances Handling System

8.45

6.01 2.44

11.19*

53

Billing Procedure Check Out Procedure Behaviour of Clerical Staff Behaviour of Security Staff

8.78

7.66 1.11

7.47*

8.78

7.80

0.98

7.08*

8.89

7.15 1.74

7.88*

8.85

8.48 0.38

3.10*

*there is significant difference at 5% level of significance (t-critical =1.66) This table shows that differences between the mean values of expectations and perceptions for the check up procedure and grievances handling system are 2.50 and 2.44 respectively which are quiet big differences. So we can say that expectations of patients from these attributes are higher than their perceptions.

54

4.3.4 Satisfaction Level of the Patients for the Services and Facilities Provided by the Hospitals Table 4.3.4 Satisfaction level of patients for the behaviour of doctors Attributes Expectatio Perceptio Differen T-value ns (Mean Value) Proper Sitting 8.98 Arrangements Bedding Arrangements Staff Appearance Natural Light 8.36 Dust Boxes Flies Mosquitoes Outer & Inner 7.44 Appearance
55

ns (Mean Value) 8.54

ce

0.44

5.04*

9.00

8.66

0.34

4.48*

6.55

7.66 -1.11 7.24 8.55 8.43 1.13 0.45 0.58

-4.44*

4.52* 5.07* 6.13*

9.00 & 9.00

7.41

0.03

0.10

Parking Well Equipped Units Marking Walls

8.71 8.33

8.05 7.09

0.66

3.80* 5.63*

1.24

On 8.08

7.78

0.30

1.56

Eating Places 8.69

8.43

0.26

2.70*

*there is significant difference at 5% level of significance (t-critical =1.66) This table shows that largest differences between expectations and perceptions are 1.24 and 1.12 for the attributes well equipped units and natural light respectively among all the other attributes. This means that expectations of patients are higher than their perceptions for these attributes.

56

CHAPTER V SUMMARY AND CONLUSIONS The measurement of customer satisfaction has become very important for the health care sector also. The concept of customer satisfaction has encouraged the adoption of a marketing culture in the health care sector in both developed and developing countries. As large numbers of hospitals are opening up and the people are becoming more aware and conscious of health, great competition has emerged in this industry. So to retain their patients hospitals have to provide better facilities/services to its customers. Various factors that can affect the patients satisfaction include behaviour of doctors, availability of specialized doctors, behaviour of medical assistants, quality of administration, quality of atmosphere, availability of

57

modern facilities etc. So, if the hospitals want that their customers must be satisfied, they have to provide not only better treatment but other facilities also. The current study is focused on examining the various factors related to patient satisfaction with the following specific objectives: 1. To study the customer expectations from hospital services. 2. To study the customer perception of hospital services. 3. To study the degree of satisfaction of customers from hospital services. Major Findings & Conclusions 1. Expectation level is very high and nearly same for almost all the factors i.e. for behaviour of the doctors,

58

behaviour

of

medical

assistants,

quality

of

administration and service/facilities provided. 2. Mean score for the expectations from all the four factors is 8.30 which is very high on the scale 9. 3. Under behaviour of doctors attribute availability and thorough check up has the highest score 8.98 and empathy and individual consideration have 7.31 and 6.70 respectively. 4. Attribute convenient office hours has lowest

expectation score of 6.53 and behaviour of clerical staff has the highest 8.89 among all the attributes of factor quality of administration. 5. Bedding arrangements, dust boxes and flies and mosquitoes has score 9 for expectations for these attributes of factor services provided by the hospitals.

59

6. Overall mean score for perceptions of patients about the four factor is 7.31 which is considered good on the scale of 9. 7. Empathy with score 5.85 has the minimum score and thorough check up with score 7.89 has highest score among all the attributes of factor behaviour of doctors. 8. Perception about the dress of medical assistant is very good with score 9 and handling of queries is lowest with score 6.1. 9. Fee has the lowest level of perception and behaviour of security staff has the highest level of perception. 10. Perceptions of patients about the attributes of

factor services/facilities provided by the hospitals are almost good. 11. The largest difference between expectations and

perceptions is 1.91 for attribute handling of queries

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and lowest for individual consideration 0.88 under factor behaviour of doctors. 12. For behaviour of medical assistants the largest

difference is for the attribute handling of queries and lowest for maintenance of record. Also dress has negative difference which means perceptions are larger than expectations. 13. Attribute convenient office hours of factor quality

of administration is negative, largest difference is for the attribute check up procedure and lowest for behaviour of security staff. 14. Outer & inner appearance has the lowest

difference 0.025 and well equipped units have the highest 1.24. and attribute staff appearance has the negative difference of 1.11.

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References Aurora S and Malhotra M (1997) Customer satisfaction: A comparative analysis of the satisfaction level of customer of public and private sector banks. Decision 24: 109-30. Anderson E W, Fornell C and Mazvancheryl S K (2004) Customer satisfaction and shareholder value. J Mktg 68: 172-85. Bolton R and Drew J H (1991) A multistage model of customers assements of service quality and value. J Consumer Res 17: 375-84. Boulding W, Kalra A, Staelin R and Zeithmal VA (1993) A dynamic process model of service quality: from expectations to behavioral intentions. J Mktg 30: 7-27.

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David K and Wilton P C (1988) Models of consumer satisfaction formation: An extension. J Mktg Res 25: 204-10

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