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    Research - Proposal 17PGDM001

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    This document provides a literature review on studies related to patient perception of service quality in private hospitals. Several studies are summarized that examined factors like patient satisfaction, perceptions of care quality, and relationships between perception and loyalty. Key findings included that patient perception is shaped by technical and functional quality of care, responsiveness of staff, assurance and empathy in interactions, and accessibility of services. Overall, the literature suggests that understanding patient perception is important for hospitals to improve service quality, manage customer satisfaction, and maintain loyal patient bases.

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    Research - Proposal 17PGDM001

    Uploaded by

    Vivek
    105 views7 pages
    This document provides a literature review on studies related to patient perception of service quality in private hospitals. Several studies are summarized that examined factors like patient satisfaction, perceptions of care quality, and relationships between perception and loyalty. Key findings included that patient perception is shaped by technical and functional quality of care, responsiveness of staff, assurance and empathy in interactions, and accessibility of services. Overall, the literature suggests that understanding patient perception is important for hospitals to improve service quality, manage customer satisfaction, and maintain loyal patient bases.

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    This document provides a literature review on studies related to patient perception of service quality in private hospitals. Several studies are summarized that examined factors like patient satisfaction, perceptions of care quality, and relationships between perception and loyalty. Key findings included that patient perception is shaped by technical and functional quality of care, responsiveness of staff, assurance and empathy in interactions, and accessibility of services. Overall, the literature suggests that understanding patient perception is important for hospitals to improve service quality, manage customer satisfaction, and maintain loyal patient bases.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    105 views7 pages

    Research - Proposal 17PGDM001

    Uploaded by

    Vivek
    This document provides a literature review on studies related to patient perception of service quality in private hospitals. Several studies are summarized that examined factors like patient satisfaction, perceptions of care quality, and relationships between perception and loyalty. Key findings included that patient perception is shaped by technical and functional quality of care, responsiveness of staff, assurance and empathy in interactions, and accessibility of services. Overall, the literature suggests that understanding patient perception is important for hospitals to improve service quality, manage customer satisfaction, and maintain loyal patient bases.

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    A Research proposal on

    “A Study on Consumers Perception towards Service Quality in Private Hospital”


    17PGDM001
    Induakaka Ipcowala Institute of Management (I2IM)
    Charotar University of Science and Technology (CHARUSAT)

    Introduction
    Customer perception is an important component of relationship with customers. Perceptions
    vary from person to person. Different people perceive different things about the same situation.
    But more than that, we assign different meanings to what we perceive. And the meaning might
    change for certain person. The concept of customer perception does not only relate to individual
    customers in consumer markets. It is Also Valid in business to business Situations.

    In today’s modern society and consumers environment Health is fundamental to quality of life.
    All human beings have an equal right to health. Health policy, health promotion and education,
    health care, and health care services are means to ensure this fundamental human right. They
    have to protect and improve the health of the community, for birth to death in a preventive way
    and if need be, curative on even in a palliative way. As consumer of health care which is
    essentially personal by nature, patients have to preserve the fundamental human right of self-
    determination. Patients have to right of access and the right to considerate care, right to
    informed consent and the right to information concerning the health services available. In this
    study the researcher would like to bring out the fact that a patient‘s satisfaction is accumulative
    construct summing satisfaction with various facts of the hospital, such as technical, functional,
    infrastructure, interaction and atmosphere variables or items.

    Literature Review
    Jha et al conducted study on Patients Perception of Hospital Care in the United States.
    They assessed the performance of hospitals across multiple domains of patient’s experiences.
    They examined whether key characteristics of hospitals that were thought to enhance patient’s
    experiences were associated with a better experience for patients. They study on the different
    level of qualities of hospital’s services. They found the High level’s satisfaction of patients
    towards the hospitals.

    Grönroos (1984) A study on patient’s perception towards service quality of corporate


    hospitals in Coimbatore district A service quality model and its marketing implications.
    European Journal of Marketing.1984; In his study identified two dimensions of service quality
    namely functional quality to how the service was performed and technical quality - the actual
    outcome of the service that can be objectively measured, the health test was a administered a
    accurately.

    1
    Lehtinen and Laitamaki (1985) A study on patient’s perception towards service quality
    of corporate hospitals in Coimbatore district their study emphasis Perception of hospital
    care is derived from a set of criteria based on perceptual cues that patients use. Their study
    came in to interesting conclusion like present a holistic view on how to measure, observe, and
    operationalize customer perceptions of service quality in health care organizations.

    Parasuraman, Zeithaml & Berry 1988 A study on patient’s perception towards service
    quality of corporate hospitals in Coimbatore district Service quality is defined as “a global
    judgment or attitude relating to the overall excellence or superiority of the service”. Five
    dimensions (assurance, empathy, reliability, responsiveness and tangibles) are proposed and
    the magnitude of the differences between customer perceptions and expectations are
    implemented for measuring perceived service quality. They give the definitions of all five
    dimensions as per following:
    Tangibles: The appearance of physical facilities, equipment, appearance of personnel, and
    communication materials.
    Reliability: The ability of hospital to perform the promised service dependably and accurately
    (that is, when something is promised, it is done and provision of services at the time promised).
    Responsiveness: The willingness of hospital's personnel to help customers and provide prompt
    service.
    Assurance: The knowledge and courtesy of hospital employees and their ability to inspire trust
    and confidence.
    Empathy: The caring, individualized attention the hospital provides to its customers (that is,
    employees understand specific needs and employees give personal attention).

    A study on patients perception towards service quality of private hospitals in Coimbatore


    city Westbrook and Oliver 1991: In their study investigate the process of globalization is
    clearly noticeable mainly in private hospitals of Indian health industry. They researched based
    on different kind of service quality models. In the context of health care services marketing the
    topic of delivering service quality has become interesting. Patient’s perceptions about the health
    care service play on magnificent role in hospital environment when choosing a hospital. Their
    study came in to interesting conclusion and It has been claimed by those organizations are
    necessary things to provide services that yield highly satisfied and loyal customer.

    Andaleeb (2001) conducted a study on Service quality perceptions and patient


    satisfaction: Patients perceptions about health services had largely ignored by health care
    providers in developing countries. That such perceptions, especially about service quality, had
    shaped confidence and subsequent behaviours with regard to choice and usage of the available
    health care facilities is reflected in the fact that many patients avoid the system or avail it only
    as a measure of last resort.

    Anbori et al (2005) conducted a study on Patient satisfaction and loyalty to the private
    hospitals in Sana'a, Yemen´. A cross-sectional, population-based study was conducted

    2
    between May and September of 2005. Eight hundred and nineteen respondents who were
    admitted for at least 1 day in a private hospital within last 6 months from the date of interview.
    And they study on services that are given to the patients and also study that they got same
    services when they need that when they need in future.

    Jaaha (2007) conducted a study on Service Quality in Private Hospitals in Turkey´. Health
    reforms realized in Turkey over the course of last several years the patients, who had social
    security, had started to benefit from private hospitals. How they were satisfied from the services
    given by private hospitals thus becomes an important issue. It was a matter of fact that the
    customer satisfaction plays important role in the competition among private hospitals more
    than ever before in this city.

    Gupta et al (2009) costumer perception towards private hospitals conducted a research on


    Patient perception of pain care in hospitals in the United States´. The study was done in order
    to know the assessment of patients perception of pain control in hospitals in the United States.
    Limited data were available regarding the quality of pain care in the hospitalized patient. That
    survey included a battery of questions for patients upon discharge from the hospital including
    pain-related questions and patient satisfaction that provided valuable data regarding pain care
    nationwide. That study had reviewed the results from the pain questions from this available
    data set and evaluate the performance of these hospitals in pain care in relationship to patient
    satisfaction.

    Rajinder Singh (2010) Patient’s perception towards the private hospitals in


    Ramanathapuram Taluk found that consumer satisfaction is important to the hospital
    because it is generally assumed to have a significant determinant of a repeat visit, positive
    word-of-mouth, and patients’ loyalty. Patients’ perceptions about health services seem to have
    been largely ignored by health care providers in developing countries. The important reasons
    to visit government hospitals are fewer charges, geographical proximity, recommended by their
    friends or relatives. Patients are found to be dissatisfied with the doctors’ check-up.

    Fomba et al (2010) conducted a research on Patient's utilization and perception of the


    quality of curative care in community health centres of the fifth commune of Bamako´.
    They studied that Community health centres were an important component of the health system
    in Mali. The objective of study was to know the patients' utilization and perception of the
    curative care in the community health centres of Bamako and the physicians' satisfaction of
    their work condition and perspective in the community health sector. Thirteen physicians took
    a self-administrated questionnaire relating to their material and financial conditions and their
    plan for the future.

    Ramaiah Itumalla (2012) Patient’s perception towards the private hospitals in


    Ramanathapuram Taluk studied on how the hospitals could better manage their services and
    Harness information technologies to enhance their services among 210 patients who availed
    health services from a private hospital in Hyderabad, India. By using a Consumer

    3
    Satisfaction Index [CSI] the researcher found that CSI score for service quality in the selected
    hospital is 75.87 out of a possible 100.

    Maxcila, (2014) Patient’s perception towards the private hospitals in Ramanathapuram


    Taluk in his research study on customer perception towards hospitals, the researcher is
    assessing the satisfaction of patients admitted to the hospitals. The patients are well satisfied
    with the responsiveness of the doctors and nurses. The study also states that patients are
    satisfied with the services offered by the hospitals, some patients who are mainly in general
    ward are totally dissatisfied with the sanitation and cleanliness in the toilets of the hospitals.

    Prof. Chandrakanth B Jewargi 2018 Customer Perception towards Private Hospital in


    Gulbarga From the study it has merged that given the large size of private healthcare sector
    the expectations of service users are big. Service users do not want to be indulged into legal
    proceedings against service providers reported they had to waste a lot of time and money on
    compliance of formalities laid out by state government departments regulating the private
    healthcare sector. They are unable to use their potential to the fullest because of fear of
    Consumer Protection Act.

    Problem Statement of The Study


    The objective of every company would be ensuring customer perception for the customer
    satisfaction would create loyal customers. Measuring customer perceptions is always a
    challenge, as customer either would not disclose or sometimes do not assess their perceptions
    about their satisfaction level clearly. Many times the customer can not specify the reasons for
    his satisfaction.

    Research Model

    Empathy

    Reliability

    Patients’
    Responsiveness
    Satisfaction

    Tangibility

    Assurance

    4
    Research Gap
     Limited number of persons who are want to give loyal perceptions about service
     The respondents may be biased towards a single Hospital they used to go like their
    family hospitals
     There may be chances of errors due to random sampling
     The respondents of the study may belongs to Particular areas hospital and
     therefore may not give the same results as on nation scale

    Objectives of the study


     To know about the Services of Private Hospitals.
     To study examine patients perception towards the quality of service in private hospitals.
     To study the consumer perception towards private hospitals

    Hypotheses of the study


    1. H0: There is no significant difference between Good Communication and behavior of
    hospital staff.
    H1: There is significant difference between Good Communication and behavior of hospital
    staff.
    2. H0: There is no significant difference between various facilities like wheel chairs, waiting
    area, less amount of medicines, less time to wait, good services in emergencies offered affects
    Consumer satisfaction.
    H1: There is significant difference between various facilities like wheel chairs, waiting area,
    less amount of medicines, less time to wait, good services in emergencies offered affects
    consumer satisfaction.
    3. H0: There is no significant difference between new latest technologies of resolving dieses
    with less pain attract customers to attract towards to come in private hospitals.
    H1: There is significant difference between new latest technologies of resolving dieses with
    less pain attract customers to attract towards to come in private hospitals.

    Research Methodology
     Source of Data: study will use two source of data primary and secondary
     Primary Data: The study would be empirical one based on primary data. For the data
    collection of primary data, a structured questionnaire would be framed. With the help of
    questionnaires, survey would be conducted in different areas which consists private
    hospitals by targeting different starts of population
     Secondary Data: The secondary data would be drawn from articles in journals,
    periodicals, Newspaper as well as various websites
     Sampling Population: patient take service from private hospitals
     Sampling Size: A sample size of 300 respondents.
     Sampling Method: The method for survey was convenience sampling method.
     Convenience sampling method in which researcher picks the respondents on the basis of
    their availability.

    5
    Conclusions
    The study will highlight factor influencing satisfaction of Private Hospitals users and its Impact
    on their loyalty and actual intentions. The study will also show whether any Discrimination
    exists in consumer interested behavior demographically. The study will suggest consumer’s
    coming intentions and predict consumer loyalty towards Private Hospitals.

    Future Implication
    Study will help to hospitals for lunching new services with new features .Study will also bring
    out various aspects which can help owners to understand more about their patient needs and
    serve them better.

    Reference
     Akter, M. S., M. Upal, and U. Hani. 2008. Service quality perception and satisfaction: A
    study over sub-urban public hospitals in Bangladesh. Journal of Services Research
     Healthcare: The Neglected GDP Driver, Retrieved from FICCI Heal (2015).
     Hospitals and health service administration – principles and practice, Syed Amin Tabish,
    New Delhi, 2001
     Lehtinen JR, Jukka ML. Applications of Service Quality and Services Marketing in
    Healthcare Organizations, Building Marketing Effectiveness in Health Care, Academy
    for Health Sciences Marketing, D. Terry Paul (ed.), 1985, 45-48.
     Parasuraman A, Zeithami VA, Berry LL. Servqual: A Multiple-Item Scale for measuring
    consumers perceptions of service quality. Journal of retailing, 1988;
     INTERNATIONAL JOURNAL OF MARKETING, FINANCIAL SERVICES &
    MANAGEMENT RESEARCH Vol.1 No. 1 January 2012, ISSN 2277 3622 Online
    Available at indianresearchjournals.com

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