This study aims to find out the level of expected quality and service quality of the customers as well as to know the relationship between the service quality and customer satisfaction. Regression analysis is used to find out the impact of the service quality dimension on the customer satisfaction. The biggest gap customers perceive and expect from the service quality is Responsiveness, Empathy and Tangibility.
It is also planned to research the report of the quality of service and satisfaction of the hospital's customers.
Research Objectives
Research Question
Statement of the Problem
Scope of the Study
LITERATURE REVIEW
Related Literatures
- Service Quality
- Customer Satisfaction
- The relationship between service factors and customer satisfaction Mainly in the private sectors, there are several studies which assessed the
- Gap between Customer Expectation and Perceived Service Quality When the expectations of the customers before receiving the service is
It is the ability of the employees that can create trust and confidence in the customer so that the customers will return to the service. Empathy is about the care given to the customers and the skills of the service provider in providing services. The customer satisfaction is therefore the difference between before and after the consumption of the service.
Reliability is another important dimension of the study if the hospital provides the service they promise (Awuah Peprah, 2014).
Proposition of Hypotheses
Research Framework
RESEARCH METHODOLOGY
- Research Design
- Sample Selection
- Data Collection
- Research Instruments/ Questionnaires
- Demographic Questions 1. What is your gender?
- Questions concerning service quality factors
- Data Analysis
The questionnaires are intended to study the general service factors of the hospital and not to assess the technical aspects of the hospital, and thus are equally questionable among different types of respondents. This data is used to determine the population for the population size assumption for the study period. The percentage is calculated based on the number of customers who visited Chan Myae Myitta Hospital. The secondary data collection uses the literature and the overview of the previous studies.
These are treated as documentation in support of the primary research objectives. The secondary data can be treated as additional information to increase the reliability of the results extracted from the primary data. The primary data will be collected using questionnaires distributed to survey respondents at Chan Myae Myitta Hospital. Before asking the survey questions, the purpose of the survey will be explained to the respondents: This survey is for the improvement of service quality of Chan Myae Myitta Hospital and not for any other purpose.
Among them, confidentiality of the information is important in that the information obtained will not be out of reach. Descriptive Statistics are used to analyze the level of gap between the expectation of the service quality of customers before they come to the hospital and the actual perceived service quality after they are discharged from the hospital. Regression analysis is used to find out the impact of the service quality on the customer satisfaction.
The next chapter will be discussion of the findings such as analysis of the demographic variable, analysis of customer expectation and perceived service quality and also the customer satisfaction on the CMMH hospital. 11 The waiting time is acceptable Halil Zaim, Nizamettin Bayyurt and Selim Zaim (2010) 12 The administration staff deal quickly and efficiently Halil Zaim, Nizamettin Bayyurt and Selim Zaim (2010) 13 Staff are always willing to help patients Parasuraman et al (1998) ).
FINDINGS AND ANALYSIS
Analysis on Demographic Variables
The employed group has the highest percentage in this study, which is 71% (71 respondents), followed by the self-employed, which is 17% (17 respondents). The third highest percentage is represented by the group of employers, which is 8% (8 respondents), and the lowest is the group of the unemployed, which is 4% (4 respondents).
Descriptive Analysis of Variables
- Analysis of the Gap between Expectation and Perceived Service Quality
- Analysis of the Five Highest Mean Score of Expectation from Customer
- Analysis of the Five Highest Mean Score of Perceived from Customers
- Analysis of the Five Lowest Mean Score of Perceived from Customers
- Highest Expectation Gap between Perceived Mean and Expectation Mean
- Analysis of perceived and expected service quality in terms of t-test
- Analysis of the Relationship between Service Quality and Customers’
In the question "hospital is clean", the average result of expectation from customers is 3.54 while that of observed from customers is 3.52. According to the question "the hospital is well furnished and decorated", the average result of expectation of customers is 3.79 while the average result of observed of customers is 3.61. In the question "The environment of the hospital is in hygienic condition", the average result of expectation of customers is 3.85 while the average result of observed of customers is 4.12.
In accordance with the question "the equipment is up to date", the average result of expectations from customers is 3.84 while. For the question "The waiting time is acceptable" the average result of expectations from customers is 3.64 and the average result of perceived from customers is 3.59. Regarding the question "Employees are willing to help customers", the average score of expectations from customers is 3.87, while the average score of perceived from customers is 3.67.
For the question “Nurses are attentive to clients,” the mean score for client expectation is 3.91, while the mean score for client perception is 3.74. For the question “All test reports are accurate,” the mean customer expectation score is 3.88, while the mean customer perception score is 3.71. For the question "I feel safe when receiving staff services", the mean customer expectation score is 3.92 and the mean customer perception score is 3.81.
In the question "Hospital billing is correct", the average score of expectations from customers is 3.94, while the average score of perceived from customers is 3.85. According to the question "Hospital keeps customer records", the average score of expectations from customers is 4.0, while the average score of perceived from customers is 4.10. In the question "Duration of waiting time at hospital is acceptable" the average result of expectation from customers is 3.92 and average result of perceived from customers is 3.84.
The lowest customer expectation is the question "The hospital is clean", its average score is 3.54.
CONCLUSION, DISCUSSION AND RECOMMENDATIONS
Summary of the Findings
The highest expected average of the respondents before coming to the hospital is reliability, empathy and security. According to the reliability factor, the respondents are asked whether the hospital bills are correct, whether the staff solve the customers' problems with sincerity, whether the hospital keeps the customers' records and whether the length of the waiting time in the hospital is acceptable. Since the customers do not know about the medical treatment of the hospital, they want to feel secure in receiving services from the hospital by trusting the hospital for the treatment.
As for the reliability factor, if the hospital's bills are accurate, if the staff solves the problems of the customers honestly, if the hospital keeps the customers. medical records and whether length of hospital stay is acceptable. It can be said that the hospital does not have enough qualified staff in dealing with their problems. The respondents think that the hospital is not as clean as they expected and the hospital is not well furnished and decorated.
They don't think the staff gives quick response to customers'. request and problems and also the waiting time at the hospital. The equipment, furniture and decoration of the hospital are not updated enough compared to the luxury hospitals. After the respondents came to the hospital for the treatment, the highest perception is that the environment of the hospital is in hygienic condition and its mean score is 4.12.
So the respondents do not think that the hospital is not clean enough to satisfy the customers. Respondents believe that the hospital is not well equipped and organized and the parking lot is not convenient enough to ensure customer satisfaction.
Recommendation
This means that this service factor has no influence on customer satisfaction. Third, CHHM must implement the KPI for each staff member and draw up a reward or penalty policy plan accordingly. For example, the best department or the best employee benefits will post the photo of the best staff or department on the board every month.
All of the above ideas are HRM jobs, so the HRM department must consider or plan and get approval from the management team and then communicate to the staff to motivate staff and ensure customer satisfaction among competitors. Although this factor does not affect customer satisfaction, the researchers concluded from this research that it will affect customer satisfaction in the future. From the results of the survey, it is clear that the CMMH staff does not provide a quick response to customer requests and problems, and the administrative staff is not able to act quickly and efficiently, and the staff is not ready to help customers.
So the researcher would like to suggest in-house training for the staff (nursing aid, reception and cashier) on orientation day as well as proper on-the-job training instead of doing it by heart. In terms of demographic factors, the hospital cannot choose its customers to come at what age, what education, but it can provide an environment to attract different demographic levels. It may be possible for the hospital to address different needs of different ages to achieve customer satisfaction.
For example, children require maternal care by nurses and staff, and the hospital can decorate some rooms as a playground. Different occupations, education levels and income levels have different levels of needs and wants and thus customer satisfaction.
Limitations and Further Research
It is the custom of Myanmar to visit and see the customers instead of sending flowers and greeting letters. Moreover, this research focuses on overall customer satisfaction and it is therefore recommended to include specific customer satisfaction in further research.
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Hospital Service Quality and Its Effects on Customer Satisfaction and Behavioral Intentions." A journal of international, Vol,18 No.3, 2013. Measuring Customer Satisfaction: A Case Study for Improving Quality of Care in Public Health Institutions." Indian Journal of Community Medicine, 2010 Jan Prasanna, K. Hospital services: a study of the external buyer department of a private medical college in Mangalore” Indian Journal of Community Medicine 2009 Apr.
APPENDICES
Appendix A: Questionnaire
