Due to the daily increasing number of patients and the competitiveness of Thai public hospital's non-clinical services, service experience and customer satisfaction are more important when choosing service. Therefore, the aim of this research paper is to understand the motivational factors that influence the customer to perceive satisfaction and experience, in order to develop all possible touchpoints in the waiting room of Premium Skin Clinic. Thai public hospital is one of the organizations that are waking up to improve their service quality to facilitate and be more acceptable to their customers.
There are many Thai public hospitals that are trying to expand their business into the private sector and do business by using private system in order to become more profitable to support a huge loss caused by the public sector. How to influence the customer to perceive satisfaction and experience to develop all possible touch points and improve the service experience in the waiting room of Premium Skin Clinic, Somdech Phra Debaratanatra Medical Center. To study motivational factors that may influence customer perception of satisfaction and experience to improve all possible touchpoints and customer experience in the clinic room of the Premium Skin clinic at SDMC.
It is expected that this study aims to help Thai public hospital understand their customer insight by studying motivational factors that can lead to customer experience experiences.
LITERATURE REVIEW
Herzberg's motivation-hygiene theory
- Motivators
- Hygiene Factors
According to Downes, Lownds and Goldman (1991), the most important factors that would lead to a patient's perception of the experience are that the patient felt better informed after seeing the doctor and that they were referred for follow-up examinations. According to Monger (2010), there are 3 levels of expectations that influence the customer when choosing a service, including creating customer satisfaction. Desired Service: The level of service the customer expects - the 'desired' level of performance.
To provide a better hospital experience, out-of-clinic service is the number one factor that deters American patients and physicians from coming to the hospital (Grote, Newman, and Sutaria, 2007). Therefore, each possible touchpoint for the outpatient clinic would be one hygiene factor that can create an observable customer service experience. According to Rooney and Wilson (1988), nurses and clerks or staff would be the things that would influence the patient and customer perception experience in the outpatient clinic (e.g.; environment, appointment desk, carpeting, chairs and magazines). ) The scope of the study would therefore focus on personnel, furniture, facilities, environment and atmosphere, ergonomics and comfort. Nurse and receptionist would be one factor that would create service experience in the clinic lounge (Rooney, Wilson, 1988).
Nurses and clerks were observed to be very friendly and helpful (Rooney, Wilson, 1988 and Uehira, Kay, 2009). According to Grote, Newman and Sutaria, 2007), shows that the client prefers to be kept informed of his or her condition, so the role of service provider is not only about providing medical treatment (in terms of the role of nurse) , but it will be to patients' information packets. According to the annual report of SDMC, (2014) it showed that patient and bystander requests would be more satisfied if the hospital could give the facilities they really need in the clinic. According to Alonso1 and Ogle2 (2008) found the hospital environment much lighter and airier and having that access to the rural environment outside.
Additional music would be another factor that could also improve the atmosphere in the clinic lounge (Tansik, Routhieaux, 1999). According to Stanislav (1999), ergonomic features of services provide safe, healthy and efficient use and/or delivery. According to Lloyd, Luk, (2011) described that core task behaviors elicit comfort in helping the customer achieve their goals and include possessing product knowledge and meeting customer needs.
Framework
Hospital Ergonomics describes space, heights, as well as the limits of the reach and of the equipment used (Alexandre, 1998). After all, friendliness, enthusiasm and showing empathy for the customer must be part of the interaction.
Research Questions
RESEARCH METHODOLOGY
Research Approach
Data Collection
- General Question
- Specific question
RESEARCH FINDINGS AND RESULTS
Motivation factors
- Experience
- Expectation
There is only one person who perceives the service based on its own context of the word "Premium Service". Research shows that no one perceives a service base on their past experience. Interviewee: I usually choose a service base based on another recommendation and rating from the website, because I believe that more people recommend a service or more people rate a service is more reliable for me.
For the client at Premium Skin Clinic, a bad experience or a good experience, either self or others, does not greatly affect the perception of the experience or satisfaction. Based on the in-depth interview with ten respondents, it is found that there is only one respondent who had a bad experience with the Premium Skin department and switched to another hospital. From the word premium services should be offered with a good quality of service that is not just the name.
According to finding, there are four people who have a high degree of expectation to receive high quality service at Premium Skin Clinic service and they are also satisfied with the service they received as well. There are five people out of ten who have a high level of expectation about service and can be accepted if it is not as they expect. In this group of respondents, they are still satisfied with the service and intend to repurchase the service.
Interviewee: I expect good quality of service because I compare the quality of service to the same standard as that of a private hospital. Based on the in-depth interview with ten patients, there are nine out of ten people who still choose SDMC service because of the quality of the product and not because of the quality of the service. Even if the service is not what they expect, they still choose the SDMC service.
Hygiene factor
- Staff
- Furniture
- Facilities
- Environment
- Atmosphere
- Ergonomics
- Comforts
According to the research, furniture is a less important factor that can influence the customer to perceive the experience and satisfaction. According to the objects framework, these four factors that influence the customer's choice of service, as the following finding. In the Facilities section, it shows that there are eight people identified that WIFI is very important to them.
Most of the respondents said that the provision of WIFI is very important to them because it can help them forget time while waiting, e.g. According to the framework on environment, these four factors that influence the customer for the observation of experience and satisfaction as the finding below. According to the research, it discovers that nine out of ten people choose cleanliness and five people who choose noise factor.
Interviewer: The decoration in the waiting room can help you relieve your stress while you wait. According to the framework on atmosphere, these two factors that influence customers' choice of service are as the finding below. In the area of waiting, most patients and bystanders would like to feel ignored when they wait.
The staff should provide a good atmosphere to the customer by greeting and smiling together with their customer to reduce the bad mood during the long wait. According to the ergonomics framework, these two factors that influence the customer's perception of experience and satisfaction are as the finding below. Based on the research, he finds that six people are concerned about the space and height of the waiting room, while five people are concerned about the management of facilities.
Interviewer: What are the problems you usually find while waiting in the waiting hall. According to the framework of comfort, these are three factors that influence the customer experience and satisfaction as stated below.
CONCLUSION AND RECOMMENDATION
- Conclusion
- Recommendations
- Limitation
- Future Research
According to in-depth interviews with ten respondents found out the most important factor that could influence the customer to perceive experience and satisfaction, which is the doctor's reputation and the quality of treatment. The customer would thus be satisfied and have an experience if Premium Skin Clinic could answer what their needs are exactly. Also, developing organizational structure to empower their employees to make decisions will be useful strategies to improve service.
Most managers are in the baby boomer generation who were previously unfamiliar with services, so empowerment would be another option to make it easier for employees to participate in this improvement. It is found that the most desirable feeling for creating affective values is “calm”. The main design attributes that contribute to this feeling are privacy, colours, children's play areas and green plants, including good lighting design, seating arrangements and low noise levels. also important design attributes for a more complete design solution. Light: Light affects an individual's perception of the quality of space and awareness of the physical, emotional, psychological and spiritual aspects of space, e.g.
A hospitable environment, including staff who care and pay attention to patients, are the important features to improve the quality of interaction with the staff working in primary health centers. The researcher had interviewed only 10 respondents which is quite too small a sample size and as a result the result may not cover all the customer insights that influence the customer to perceive the service experience and satisfaction. The research area would be expanded to study more about the influence of marketing as the researcher discovers interesting information during an interview that can influence the customer to perceive the experience, reputation of the doctor and the medical treatment provided.
Thus, understanding more about marketing influence would be a significant factor capable of improving the satisfaction and experience of Premium Skin Clinic, SDMC. Moreover, researcher intends to investigate several factors that are able to capture new customers in order to improve the service to new customers. The respondent's goals would be extended to people who have never experienced service before to know how to influence them to perceive experience and satisfaction.
