The objectives of the studies are to examine the perception of customers in Myanmar about the quality of Thai health care services. This study will enable Thai hospitals to better understand the effects of service quality, which will lead to customer satisfaction to build long-term relationships with their patients. Westerners choose Thailand for their healthcare because the cost of treatment is cheaper than their country of origin.
Sometimes clients face an unexpected problem such as the gap between expectations and perceptions of the actual service provided by hospitals. The problems have come not only because of the hospital's lack of customer service, but also because of the behavior of the customers. Each customer service sector is driving customer loyalty, increasing market share, profit and savings.
Attracting international patients is not only beneficial for hospitals, but also for governments, given the spillover benefits that other sectors of the economy receive from international patients. Customer service is considered an integral part of every facet of the industry and determines the future of every organization.
LITERATURE REVIEW
- Customer Expectation
- Dimensions of Service Quality
- Perceived Quality
- Customer Satisfaction
The role of service quality as an indicator of customer satisfaction and organizational performance is now widely recognized in business (Lewis and Mirchell, 1990). The service quality model looked at service quality as a comparative differentiation between the customer perception and expectation of the service and the actual performance of the service the customer received provided by the company for a period of time (Parasuraman et al., 1985). Perceived service quality is the result of customers comparing the service they perceive they received to what they expected to receive.
The perception of hospital service quality is based on the patient's assessment of the service provided by the hospital, for example the relationship between the patient and the nurse, doctor and staff (Martinez Fuentes explained that patients are able to improve the skills of doctors and nurses when they interact with the patients. The perceived quality of service is fixed in the mind as soon as the service is received (Wong and Sohal, 2002). Therefore, it can be said that the perceived quality of service is an attitude or is a general long-term assessment of perception.
As a form of attitude, service quality is related to the satisfaction that emerges as the difference between expectation and performance (Bolton and Drew, 1991b). According to the many previous studies and literature, hospital service quality has a significant relationship with patient satisfaction, and patient satisfaction has a significant association with behavioral intention.
RESEARCH METHODOLOGY
Research Framework
Research Methodology
DATA ANALYSIS
Profile of Respondents
Demographic No. of Sample % of Sample
Among random sample number 150, the number is 51% out of 294 male respondents and the rest are female. The marital status of the respondents is shown in Table above respondents are single and 63.3% of the respondents are married. In the sample survey, the educational levels of the respondents are divided into six groups, such as middle school, high school, bachelor's, master's, master's, and others.
The largest group of respondents by income level are those who receive more than 1,000,000 kyats, which constitutes 46.9% of the total respondents. Based on the education and income levels of respondents, those with higher education and income levels are more concerned about their health care.
Analyze of Customer Satisfaction towards Service Quality provided by Thailand Hospitals
- Tangibility Dimension
- Reliability Dimension
- Responsiveness Dimension
- Assurance Dimension
- Empathy Dimension
These visual aspects of the device are the only visual contact between a customer and an organization. The tangibility of the economic entity is characterized by the volume of the customer in the value of intangible services and alternative indicators. The physical dimension of hospital service quality measures the appearance of physical facilities such as updated medical equipment, facilities, cleanliness and hygiene, cleanliness of rooms and toilets, comfort ability of waiting room and patient room, quiet atmosphere of the hospital.
The direction of the relationship is positively correlated, meaning that these variables tend to increase together. The table shows (0.780) a very strong relationship between the cleanliness of the public area and the cleanliness of the rooms and toilets. According to production data, cleanliness of rooms and toilets has the greatest impact (.466).
Hospital atmosphere is peaceful enough to have a negative impact on overall tangibility satisfaction. Strongly Disagree=1 Disagree=2 Normal=3 Agree=4 and Strongly Agree=5 Table 4.9 Correlation statistical test for the Responsiveness dimension. The table shows (.852) indicates a strong correlation between waiting time for admission and prompt service from an employee at the hospital for discharge.
The linear regression data output shows the performance of the promised service at a given time by the staff and the receipt of immediate service by a hospital employee for the discharge operation are statistically significant for the overall customer satisfaction of the warranty issue. Get immediate service from a hospital employee for the discharge operation and the highest impact of the overall response dimension. The results of the linear regression data show that patients feel confident that they have recovered well before they leave the hospital and physicians are competent to be statically significant to overall customer satisfaction from warranty removal.
The negative result is that that factor has a negative impact on overall insurance satisfaction. 657 ) show a strong relationship between doctors and nurses who are paying special attention to patients and nurses and staff understand the specific needs of the patient. The results of the linear regression data show a good treatment for patient visitors, doctors, spent enough time with each patient, employees avoid terms that patients could not understand, and nurses and staff understand that the specific needs of the patient are static significant for overall client satisfaction with desensitisation.
As shown in the tables, the overall satisfaction of service quality dimensions is positive and negative. It can be concluded that the Thai hospital can ensure the fulfillment of the customer satisfaction level in the physical aspect and the need to improve the infrastructure and capacity of the hospital.
CONCLUSION AND RECOMMENDATION
- Finding
- Suggestions and Recommendations
- Limitations of the Study
- Needs for Further Result
These two facts strongly influence the customer's assessment of the quality of hospital services. The nurse and staff understand that the specific needs of the patient have the greatest influence on empathy according to the dimension of empathy. The staff and nurses should improve to provide the best services to the customers for sustainable development in the healthcare industry.
To maintain high customer satisfaction with their services, the hospital should focus more on service quality and new services. The development of a new service should be based on the customer's specific needs, taking into account the customer's interests. Moreover, the hospital must become more effective and efficient to deliver services on time, as promised, and right the first time.
Moreover, the service provider must improve to provide the best services to the customer for sustainable development of the healthcare industry. In this study, all the service quality dimensions continue to do a good job, but all the service dimensions are negative, which indicates that the service quality of Thailand Hospital needs to be improved to get more customer satisfaction. Among the five dimensions of service quality shown in the figure, empathy and tangibility of hospitals are indicated to take care of hospital services for customer satisfaction.
The output data showed that the service quality provider should care about polite and friendly, fast and timely provision of services to customers. If we have more time and more respondents for the whole country, the result may change when using a Thai hospital. It is also an important question for future research to know about the relationship between internal service quality and external customer satisfaction.
This paper only focuses on the quality of services provided by a Thai hospital to clients in Myanmar. This survey is based on only 294 Thai hospital customers and if we have more respondents for this survey, the result may change. On the other hand, he can do another study research for different services of another industry.
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Appendix A: Interview Questions
