View of A STUDY ABOUT THE EFFECT OF PATIENTS’ DEMOGRAPHIC PROFILE ON OVERALL PATIENTS’ SATISFACTION OF SERVICE QUALITY OF A PUBLIC HOSPITAL

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Vol.04,Special Issue 08, (EMDMSCBW-2019) December 2019, Available Online: www.ajeee.co.in/index.php/AJEEE

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A STUDY ABOUT THE EFFECT OF PATIENTS’ DEMOGRAPHIC PROFILE ON OVERALL PATIENTS’ SATISFACTION OF SERVICE QUALITY OF A PUBLIC HOSPITAL

Priyanka Yadav

Research Scholar, Faculty of Management, Devi Ahilya University, Indore

Abstract:- The aim of this study is to investigate the effect of Demographic profile of patients‟ on patients‟ satisfaction of service quality. Especially, Health care market is widely becoming competitive as a result of various alternative orthodox therapies in circulation.

Therefore, to ensure continuous patronage of orthodox medical care market, there is need to improve patients‟ satisfaction with orthodox medical services. Patient satisfaction is influenced by patient factors and service-provider factors. The social and economic conditions of the people living in the region affect the perceptions, attitude, and understandings of the persons, which has a bearing on the satisfaction they derive from the hospitals and its services. So this paper is an attempt to evaluate the demographic profile of patients‟ and its interactions does affect the satisfaction level in public hospital. The study has adopted the work of Parasuraman et al.‟s SERVQUAL variables. Among that service quality variables reliability, responsiveness, assurance, empathy, and tangibles is being used to study the effect on overall patients‟ satisfaction. Descriptive analysis and Univariant analysis is being used to study the effect. However, the data is analyzed through SPSS software and reached to conclusion that income and region demographic predictors has a significant effect on patients‟ satisfaction of service quality of public hospital.

Keywords: Service Quality, Demographic Profile, Patients‟ Satisfaction, Public Hospital.

1. INTRODUCTION

The emergences of global competition in healthcare industry have made patients‟ more curious and concerned regarding the provision of healthcare services. The healthcare organizations have begun emphasize on superior quality of service. There are many services which affect patients‟ satisfaction but patients‟ age, gender, income etc demographic profile plays a important role for being satisfied with the type of hospital and its services.

1.1 Patient Satisfaction

Patient‟s satisfaction can be defined as the degree to which an individual regards the health care service or the manner in which it is delivered by the provider as useful, effective, or beneficial. It is an important indicator of quality of care. Patient satisfaction feedbacks help healthcare providers identify potential areas for improvement, which in turn can increase the effectiveness of healthcare systems. Patient‟s satisfaction is an attitude, a person‟s general orientation towards a total experience of health care. It is achieved when the patient‟s perception of the quality of care and services received in healthcare setting has been positive, satisfying, and meets expectations.

1.2 Service quality

Service quality has been defined by several ways. Bitner and Hubbert (25) defined service quality as „„the consumer‟s overall impression of the relative inferiority/superiority of the organization and its services.”

Providing superior service quality is a prerequisite for many organizations‟ success because it affects the customer perceived value, customer satisfaction, and customer loyalty. (Laohasirichaikul et al., 2010). Improving the quality of services, therefore, will improve the customers‟ perceived value, satisfaction, and loyalty.

1.3 Service Quality and Its Dimensions

Some researchers have developed alternate concepts for service quality. From the two internationally recognized schools of service management, the Nordic school view (Grönroos, C., 1984) and the American school view the Nordic school explains the service quality on two dimensions as functional and technical quality. Ever then, the American school defines service quality on five dimensions: (1) Tangibles (Physical facilities, equipment, and appearance of personnel); (2) Reliability (Ability to perform the promised service dependably and accurately (3) Responsiveness (Willingness to help customer and provide prompt service); (4) Assurance (Knowledge and courtesy of employees and their

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ability to inspire trust and confidence); (5) Empathy (Caring, individualized attention the firm provides its customers)

2. REVIEW OF LITERATURE

There is lot of literature available on service quality and its effect on patients‟ satisfaction but there is dearth of literature regarding demographic effect on patients‟ satisfaction of service quality in hospitals. Selected contributions have been presented below:

 (Gouveia GC, Souza WV, Luna CF, Souza-Junior PR, Szwarcwald CL2005) (Bergenmar M, Nylen U, Lidbrink E, Bergh J, Brandberg Y. 2006),(Pothier DD, Frosh A. 2006)(Chandra A, Finlay JB, Paul DP. 2006)(Rao KD, Peters DH, Bandeen-Roche K. 2006) explored that Patient satisfaction can be used to investigate the areas having flaws or deficiencies in r quality of services. Previous studies have explored methods to improve service quality in outpatient departments by analyzing outpatient satisfaction regarding waiting times, courtesy and interpersonal skills, , professionalism, access, coordination of care, education and information provision, emotional support, technical quality of care, and overall quality and satisfaction3-7

 (Thi PL, Briancon S, Empereur F, Guillemin F. 2002) (Crow R, Gage H, Hampson S, Hart J, Kimber A, Storey L, et al. 2002) Literature also showed gender dependency of patient satisfaction and it was found that males tended to have higher satisfaction scores than females11. The literature shows that job status of a person can have effect on satisfaction level but results of some studies revealed that this variable don‟t have any influence on patient satisfaction.

 (Jackson et.al, 2001) opined that Patient satisfaction has emerged as an increasingly important health outcome and is currently used for distinct purposes such as (i) to compare different health care programs or systems;(ii) to evaluate the quality of care, (iii) to identify which aspects of a service need to be changed to improve patient satisfaction and (iv) to assist organizations in identifying consumers.

 Schoenfelder et al. (2011) for measuring patient satisfaction in German hospital and the main findings related to socio demographic factors especially regarding to gender and age, were consistent with most prior research that found similar satisfaction scores among men and women and older patients being more satisfied with received services than younger individuals. One possible reason regarding the higher satisfaction rating of older study participants could be that older patients may be treated differently, e.g. more gently than younger ones.. However, the relation between global satisfaction and age faded when examining with multivariate techniques.

 Ibraheem et.al (2013) confirmed that where a statistically significant association was found between sex, religion, age, occupation, education and satisfaction. As per their study higher satisfaction rating reported among the elderly may be due to the fact that they have lower expectations and are likely to be satisfied with minimal whatever they are given. The same applies to the level of education, and incomes.

 Havil and et.al (2005), and later on Madigan (2014) would certainly accept the role of demographic factors on patient satisfaction level but as per them the finding are inconclusive, depending by the individuals and ethnicity asked.

2.1 Objective

The objective of this research paper is

 To study the effect of age, gender, region and income and their interactions on patients‟ satisfaction of service quality of public hospital.

2.2 Hypothesis of the Study

1. H01: There is no significant effect of age on patient satisfaction of service quality dimensions of public hospital.

2. H02: There is no significant effect of gender on patient satisfaction of service quality dimensions of public hospital.

3. H03: There is no significant effect of region on patient satisfaction of service quality dimensions of public hospital.

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4. H04: There is no significant effect of income on patient satisfaction of service quality dimensions of public hospital.

5. H05: There is no significant effect of interaction between age and gender on patient satisfaction of service quality dimensions of public hospital.

6. H06: There is no significant effect of interaction between age and region on patient satisfaction of service quality dimensions of public hospital.

7. H07: There is no significant effect of interaction between age and income on patient satisfaction of service quality dimensions of public hospital.

8. H08: There is no significant effect of interaction between gender and region on patient satisfaction of service quality dimensions of public hospital.

9. H09: There is no significant effect of interaction between gender and income on patient satisfaction of service quality dimensions of public hospital.

10. H10: There is no significant effect of interaction between income and region on patient satisfaction of service quality dimensions of public hospital.

3. RESEARCH METHODOLOGY

The present study is used to understand the relation between age, gender, region and income and their interactions on patients‟ satisfaction of service quality of public hospital.

The random sampling is used to collect data .The sample of the study constituted of 50 respondents in a public hospital from Indore. To test the relation two tailed hypothesis is formulated .The data is then analysed through univariant technique to get interpretation.

4. DATA COLLECTION AND INTERPRETATION

The patients were approached personally to collect information through a self- designed questionnaire. For the hospital on likert scale, the respondents‟ opinion was obtained. The scale varies from 1- very satisfied to 5-very dissatisfied and overall satisfaction was evaluated by using descriptive statistical tool mode. The study includes one dependent variable i.e. patients‟ satisfaction and independent variables as age, gender, income and region. . After processing the data with SPSS software following results are obtain- 1.0 Demographic Profile of Patients‟

Table 1.1 Age

Frequency Percent Valid Percent

Cumulative Percent

Valid 1 18 36.0 36.0 36.0

2 23 46.0 46.0 82.0

3 9 18.0 18.0 100.0

Total 50 100.0 100.0

Table 1.1 show the frequency distribution of the age of the participant. Out of 50respondents, 18 respondents were having the age group (15-30 years) representing 36 % of the total population and 23 respondents were having the age group (31-46) representing 46% of the total population remaining 9 respondents representing 18 % of population were having age group(47-62).

Table 1.2 Gender

Valid MALE 33 66.0 66.0 66.0

FEMALE 17 34.0 34.0 100.0

Total 50 100.0 100.0

Table 1.2 provides the frequency distribution of the gender comprised of male and female. A total of 50 respondents were included in this study, out of which 33 participants were male representing 66.0 % of the total population and remaining 17 participants were female representing 34% of the total population.

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Table 1.3 Income

Frequency Percent Valid

Percent Cumulative Percent

Valid Less than 1lac 18 36.0 36.0 36.0

1lac-5lac 25 50.0 50.0 86.0

5lac-10lac 7 14.0 14.0 100.0

Total 50 100.0 100.0

Table 1.3 provides the frequency distribution of the income of the participant. Out of 50 respondents, 18 respondents were having the income group (less than 1lac) representing 36 % of the total population and 25 respondents were having the income group (1lac- 5 lac) representing 50% of the total population remaining 7 respondents representing 14 % of population were in the income group (5lac- 10 lac). No respondent were observed in the age group (10lac and above).

Table 1.4 Region

Valid Rural 28 56.0 56.0 56.0

Urban 22 44.0 44.0 100.0

Total 50 100.0 100.0

Table 1.4 provides the frequency distribution of the region comprised of respondents. A total of 50 respondents were included in this study, out of which 28 participants belong to rural region representing 56.0 % of the total population and remaining 22 participants belongs to urban region representing 44.0% of the total population.

Table.2.0 Tests of Between-Subjects Effects Dependent Variable: Total Satisfaction

Source Type III Sum

of Squares

df Mean Square

F Sig.

agecat .686 2 .343 2.628 .094

Gender .003 1 .003 .026 .873

Income 2.442 2 1.221 9.359 .001

Region .608 1 .608 4.663 .041

agecat * Gender .302 2 .151 1.158 .332

agecat * Income .372 3 .124 .950 .433

agecat * Region .435 2 .218 1.669 .211

Gender *

Income .215 2 .107 .823 .451

Gender * Region .049 1 .049 .378 .544

Income * Region .267 2 .133 1.022 .375

Error 3.000 23 .130

a. R Squared = .727 (Adjusted R Squared = .442)

From the table no. 2.0, we can observe that “F” value for age is 2.628 which is not significant. It means that there is no significant difference between different age groups with respect to total patients‟ satisfaction of service quality of public sector hospitals. In the light of this, the null hypotheses, namely “There is no significant effect of age on patient satisfaction of service quality dimensions of public hospital” is not rejected. Therefore, it may be concluded that patients‟ of different age groups do not differ significantly from each other with respect to total patients‟ satisfaction of service quality of public sector hospitals.

From the table no. 2.0, we can observe that “F” value for gender is .026 which is not significant. It means that there is no significant difference between male and female

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patients‟ with respect to total patients‟ satisfaction of service quality of public sector hospitals. In the light of this, the null hypotheses, namely “There is no significant effect of gender on patient satisfaction of service quality dimensions of public hospital” is not rejected. Therefore, it may be concluded that male and female patients‟ do not differ significantly from each other with respect to total patients‟ satisfaction of service quality of public sector hospitals.

From the table no. 2.0, we can observe that “F” value for income is 9.359 which is significant at .05 level, with degree of freedom 1/23. It means that there is significant difference among high group, upper-middle group, lower-middle group, and low group patients‟ with respect to total patients‟ satisfaction of service quality of public sector hospitals. In the light of this, the null hypotheses, namely “There is no significant effect of income on patient satisfaction of service quality dimensions of public hospital” is rejected.

Therefore, it may be concluded that income of patients‟ produced significant effect with respect to total patients‟ satisfaction of service quality of public sector hospitals.

From the table no. 2.0, we can observe that “F” value for region is 4.663 which is significant at .05 level, with degree of freedom 1/23. It means that there is significant difference among rural and urban group patients‟ with respect to total patients‟ satisfaction of service quality of public sector hospitals. In the light of this, the null hypotheses, namely

“There is no significant effect of income on patient satisfaction of service quality dimensions of public hospital” is rejected. Therefore, it may be concluded that region of patients‟

produced significant effect with respect to total patients‟ satisfaction of service quality of public sector hospitals.

From the table no. 2.0, we can observe that “F” value for interaction between age and gender is 1.158 which is not significant. It means that there is no significant effect of interaction between age and gender on to total patients‟ satisfaction of service quality of public sector hospitals. In the light of this, the null hypotheses, namely “There is no significant effect of age and gender on patient satisfaction of service quality dimensions of public hospital” is not rejected. Therefore, it may be concluded that age and gender are independent of each other and their interaction does not produce significant effect with respect to total patients‟ satisfaction of service quality of public sector hospitals.

From the table no. 2.0, we can observe that “F” value for interaction between age and income is .950 which is not significant. It means that there is no significant effect of interaction between age and income on total patients‟ satisfaction of service quality of public sector hospitals. In the light of this, the null hypotheses, namely “There is no significant effect of age and gender on patient satisfaction of service quality dimensions of public hospital” is not rejected. Therefore, it may be concluded that age and gender are independent of each other and their interaction does not produce significant effect with respect to total patients‟ satisfaction of service quality of public sector hospitals.

From the table no. 2.0, we can observe that “F” value for interaction between age and region is 1.669 which is not significant. It means that there is no significant effect of interaction between age and region on to total patients‟ satisfaction of service quality of public sector hospitals. In the light of this, the null hypotheses, namely “There is no significant effect of age and region on patient satisfaction of service quality dimensions of public hospital” is not rejected. Therefore, it may be concluded that age and region are independent of each other and their interaction does not produce significant effect with respect to total patients‟ satisfaction of service quality of public sector hospitals.

From the table no. 2.0, we can observe that “F” value for interaction between gender and income is .823 which is not significant. It means that there is no significant effect of interaction between gender and income on total patients‟ satisfaction of service quality of public sector hospitals. In the light of this, the null hypotheses, namely “There is no significant effect of gender and income on patient satisfaction of service quality dimensions of public hospital” is not rejected. Therefore, it may be concluded that gender and income are independent of each other and their interaction does not produce significant effect with respect to total patients‟ satisfaction of service quality of public sector hospitals.

From the table no. 2.0, we can observe that “F” value for interaction between gender and region is .378 which is not significant. It means that there is no significant effect of interaction between gender and region on total patients‟ satisfaction of service quality of public sector hospitals. In the light of this, the null hypotheses, namely “There is no significant effect of gender and region on patient satisfaction of service quality dimensions

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of public hospital” is not rejected. Therefore, it may be concluded that gender and region are independent of each other and their interaction does not produce significant effect with respect to total patients‟ satisfaction of service quality of public sector hospitals.

From the table no. 2.0, we can observe that “F” value for interaction between income and region is 1.022 which is not significant. It means that there is no significant effect of interaction between income and region on total patients‟ satisfaction of service quality of public sector hospitals. In the light of this, the null hypotheses, namely “There is no significant effect of income and region on patient satisfaction of service quality dimensions of public hospital” is not rejected. Therefore, it may be concluded that income and region are independent of each other and their interaction does not produce significant effect with respect to total patients‟ satisfaction of service quality of public sector hospitals.

5. CONCLUSION

In conclusion, we may say that the income and region of patients produce a significant effect on the satisfaction of patients‟. As hospital industry is dynamic its nature and its purpose are entirely different. The changing competitive scenarios of hospitals require deep analysis of its patients‟ demands, so demographic profile of patients‟ help hospital staff to understand their need. So factor income and region play an important role for satisfaction.

While the other demographic factors not give any direct impact on service satisfaction in public hospital. And descriptive Statistics show that income group of 1-5 lac and rural region patients are more to visit public hospital so hospital must that policies which satisfies them. Other important findings that serve as special messages especially for the management of public hospitals and policymakers the people with change demands would take in consideration to have more satisfied customers of different sections. Therefore all relevant stakeholders need to swiftly react in accordance with the need of population targeting the prerequisites of their patients and treating everyone as it should be.

5.1 LIMITATION

Some of the limitations of research paper, it is focused on only effect of few demographic indicators of patients‟ which affect patient satisfaction of service quality of Public hospital.

This study includes only one hospital due to limitation of time and resources.

Acknowledgement

I gratefully acknowledge the input received from my Supervisor Dr. IRA BAPNA and my mentor, teacher and guide as well as Co Supervisor Dr. P.N. MISHRA.

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