The Influence of Service Quality on Customers' Satisfaction in Ghayathi Medical Centers
Asian Journal of Advanced Research and Reports,
Page 9-21
DOI:
10.9734/ajarr/2022/v16i830488
Abstract
Customer satisfaction is commonly used as an indicator to assess healthcare quality. Also, the client's perception of service quality is crucial in enhancing the healthcare customer experience. Therefore, this study aims to examine the effect of service quality on customers' satisfaction in Ghayathi medical centers. And exploring the moderating effect of customers' gender in the relationship between service quality and customers' satisfaction. The proposed measurement items for SERVPERF were tested using data collected from a sample of 410 customers in Ghayathi city. Descriptive statistics were used to determine the level of service quality provided by the medical centers, and multiple regression analysis, ANOVA, and T-test were used to test the research hypotheses. The findings indicate that the service quality of Ghayathi medical centers is perceived as satisfactory, and service quality significantly affects customer satisfaction. Service quality dimensions (Tangibility, Reliability, Assurance, Responsiveness, and Empathy) are statistically significant in influencing customer satisfaction; responsiveness has the greatest influence on customer satisfaction, followed by empathy. It also indicated that gender moderates the relation between service quality and customer satisfaction. In addition, the result also found that female customers have a higher level of satisfaction than male customers.
Keywords:
- Health care
- customer satisfaction
- service quality
- Ghayathi
- UAE
How to Cite
Masoud, E. Y., Almazrouei, B. M., Almazrouei, A. A., & Awawdeh, M. (2022). The Influence of Service Quality on Customers’ Satisfaction in Ghayathi Medical Centers. Asian Journal of Advanced Research and Reports, 16(8), 9-21. https://doi.org/10.9734/ajarr/2022/v16i830488
References
Dunsch F, Evans DK, Macis M, Wang Q. Bias in patient satisfaction surveys: a threat to measuring healthcare quality. BMJ global health. 2018;3(2):e000694.
Alrubaiee L, Alkaa'ida F. The mediating effect of patient satisfaction in the patients' perceptions of healthcare quality-patient trust relationship. International Journal of Marketing Studies. 2011;3(1):103.
Aagja JP, Garg R. Measuring perceived service quality for public hospitals (PubHosQual) in the Indian context. International Journal of Pharmaceutical and Healthcare Marketing; 2010.
Al-Abri R, Al-Balushi A. Patient satisfaction survey as a tool towards quality improvement. Oman Medical Journal. 2014;29(1):3.
Faezipour M, Ferreira S. A system dynamics perspective of patient satisfaction in healthcare. Procedia Computer Science. 2013;16:148-156.
Ferrand YB, Siemens J, Weathers D, Fredendall LD, Choi Y, Pirrallo RG, Bitner M. Patient satisfaction with healthcare services a critical review. Quality Management Journal. 2016;23(4): 6-22.
Xesfingi S, Karamanis D, Vozikis A. Patient satisfaction at tertiary level healthcare services in Greece: inpatient vs outpatient healthcare services assessment. Int J Health Econ Policy. 2017;2(3):125-133.
Prakash G. Understanding service quality: insights from the literature. Journal of Advances in Management Research; 2018.
Kawshalya N. Models of service quality-A brief literature review. SQPM, Essex, United Kingdom. 2016;1:1-11.
Slack N, Singh G. The effect of service quality on customer satisfaction and loyalty and the mediating role of customer satisfaction Supermarkets in Fiji. The TQM Journal. 2020;32(3):543-558.
Suki NM, Lian JCC, Suki NM. Do patients' perceptions exceed their expectations in private healthcare settings?. International journal of health care quality assurance; 2011.
Naidu A. Factors affecting patient satisfaction and healthcare quality. International journal of health care quality assurance; 2009.
Masoud E, Al khateeb L. The Influence of Managerial Competencies on the Business Performance in the Small Business Funded by Jordan River Foundation. European Journal of Business and Management. 2020;12(20):49-59.
Masoud EY. The Effect of Service Quality on Customers' Satisfaction in Mobile Phone Services in the UAE. Transnational Marketing Journal (TMJ). 2020;8(1):75-94.
Kessler DP, Mylod D. Does patient satisfaction affect patient loyalty?. International journal of health care quality assurance; 2011.
Dagger TS, Sweeney JC, Johnson LW. A hierarchical model of health service quality: scale development and investigation of an integrated model. Journal of service research. 2007;10(2): 123-142.
Ngo VM, Nguyen HH. The relationship between service quality, customer satisfaction and customer loyalty: An investigation in Vietnamese retail banking sector. Journal of competitiveness; 2016.
Polyakova O, Mirza M. Perceived service quality models: are they still relevant? The Marketing Review. 2015;15(1):59-82.
Medberg G, Grönroos C. Value-in-use and service quality: do customers see a difference?. Journal of Service Theory and Practice; 2020.
Atinga RA, Abekah‐Nkrumah G, Domfeh KA. Managing healthcare quality in Ghana: a necessity of patient satisfaction. International Journal of Health Care Quality Assurance; 2011.
Ghotbabadi AR, Feiz S, Baharun R. Service quality measurements: A review. International Journal of Academic Research in business and social sciences. 2015;5(2):267.
Grönroos C. A service quality model and its marketing implications. European Journal of marketing; 1984.
Parasuraman A, Zeithaml VA, Berry LL. A conceptual model of service quality and its implications for future research. Journal of marketing. 1985;49(4):41-50.
Babakus E, Inhofe M. Measuring perceived service quality as a multi-attribute attitude. In Proceedings of the 1993 Academy of marketing science (ams) annual conference. 2015;376-380). Springer, Cham.
Luk ST, Layton R. Perception Gaps in customer expectations: Managers versus service providers and customers. Service Industries Journal. 2022;22(2): 109-128.
Frost FA, Kumar M. INTSERVQUAL–an internal adaptation of the GAP model in a large service organisation. Journal of services marketing; 2000.
Oliver RL, Rust RT, Varki S. Customer delight: foundations, findings, and managerial insight. Journal of retailing. 1997;73(3):311-336.
Parasuraman A, Zeithaml VA, Berry L. SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. 1988;64(1):12-40.
Park J, Park M. Qualitative versus quantitative research methods: Discovery or justification? Journal of Marketing Thought. 2016;3(1):1-8.
Zameer H, Tara A, Kausar U, Mohsin A. Impact of service quality, corporate image and customer satisfaction towards customers' perceived value in the banking sector in Pakistan. International journal of bank marketing; 2015.
Atiyah LA. Impact of service quality on customer satisfaction. Australian Journal of Basic and Applied Sciences. 2017;11(5): 20-28.
Cronin Jr JJ, Taylor SA. Measuring service quality: a reexamination and extension. Journal of marketing. 1992;56(3):55-68.
Kassim NM, Ismail S, Abdullah NA. Identifying the determinants of customer retention in a developing country context. International Journal of Customer Relationship Marketing and Management (IJCRMM). 2010;1(1):69-81.
Kassim N, Abdullah NA. The effect of perceived service quality dimensions on customer satisfaction, trust, and loyalty in e‐commerce settings: A cross cultural analysis. Asia pacific journal of marketing and logistics; 2010.
Kasiri LA, Cheng KTG, Sambasivan M, Sidin SM. Integration of standardization and customization: Impact on service quality, customer satisfaction, and loyalty. Journal of Retailing and Consumer Services. 2017;35:91-97.
Sidel JL, Bleibaum RN, Tao KC. Quantitative descriptive analysis. Descriptive analysis in sensory evaluation. 2018;287.
Östlund U, Kidd L, Wengström Y, Rowa-Dewar N. Combining qualitative and quantitative research within mixed method research designs: a methodological review. International journal of nursing studies. 2011;48(3):369-383.
Acharya AS, Prakash A, Saxena P, Nigam A. Sampling: Why and how of it. Indian Journal of Medical Specialties. 2013;4(2):330-333.
Sholihin M, Ratmono D. The analysis of SEM-PLS by the WarpPLS 3.0. Yogyakarta: Penerbit ANDI; 2013.
Brady MK, Cronin Jr JJ. Customer orientation: Effects on customer service perceptions and outcome behaviors. Journal of service Research. 2001;3(3): 241-251.
Dabholkar PA, Thorpe DI, Rentz JO. A measure of service quality for retail stores: scale development and validation. Journal of the Academy of marketing Science. 1996;24(1):3-16.
Maharsi A, Njotoprajitno R, Hadianto B, Wiraatmaja J. The Effect of Service Quality and Customer Satisfaction on Purchasing Intention: A Case Study in Indonesia. Journal of Asian Finance, Economics and Business. 2021;8(4): 0475–0482.
Tam JL. Linking perceived service quality to relational outcomes in a Chinese context. Journal of International Consumer Marketing. 2012;24(1-2):7-23.
Alrubaiee L, Alkaa'ida F. The mediating effect of patient satisfaction in the patients' perceptions of healthcare quality-patient trust relationship. International Journal of Marketing Studies. 2011;3(1):103.
Aagja JP, Garg R. Measuring perceived service quality for public hospitals (PubHosQual) in the Indian context. International Journal of Pharmaceutical and Healthcare Marketing; 2010.
Al-Abri R, Al-Balushi A. Patient satisfaction survey as a tool towards quality improvement. Oman Medical Journal. 2014;29(1):3.
Faezipour M, Ferreira S. A system dynamics perspective of patient satisfaction in healthcare. Procedia Computer Science. 2013;16:148-156.
Ferrand YB, Siemens J, Weathers D, Fredendall LD, Choi Y, Pirrallo RG, Bitner M. Patient satisfaction with healthcare services a critical review. Quality Management Journal. 2016;23(4): 6-22.
Xesfingi S, Karamanis D, Vozikis A. Patient satisfaction at tertiary level healthcare services in Greece: inpatient vs outpatient healthcare services assessment. Int J Health Econ Policy. 2017;2(3):125-133.
Prakash G. Understanding service quality: insights from the literature. Journal of Advances in Management Research; 2018.
Kawshalya N. Models of service quality-A brief literature review. SQPM, Essex, United Kingdom. 2016;1:1-11.
Slack N, Singh G. The effect of service quality on customer satisfaction and loyalty and the mediating role of customer satisfaction Supermarkets in Fiji. The TQM Journal. 2020;32(3):543-558.
Suki NM, Lian JCC, Suki NM. Do patients' perceptions exceed their expectations in private healthcare settings?. International journal of health care quality assurance; 2011.
Naidu A. Factors affecting patient satisfaction and healthcare quality. International journal of health care quality assurance; 2009.
Masoud E, Al khateeb L. The Influence of Managerial Competencies on the Business Performance in the Small Business Funded by Jordan River Foundation. European Journal of Business and Management. 2020;12(20):49-59.
Masoud EY. The Effect of Service Quality on Customers' Satisfaction in Mobile Phone Services in the UAE. Transnational Marketing Journal (TMJ). 2020;8(1):75-94.
Kessler DP, Mylod D. Does patient satisfaction affect patient loyalty?. International journal of health care quality assurance; 2011.
Dagger TS, Sweeney JC, Johnson LW. A hierarchical model of health service quality: scale development and investigation of an integrated model. Journal of service research. 2007;10(2): 123-142.
Ngo VM, Nguyen HH. The relationship between service quality, customer satisfaction and customer loyalty: An investigation in Vietnamese retail banking sector. Journal of competitiveness; 2016.
Polyakova O, Mirza M. Perceived service quality models: are they still relevant? The Marketing Review. 2015;15(1):59-82.
Medberg G, Grönroos C. Value-in-use and service quality: do customers see a difference?. Journal of Service Theory and Practice; 2020.
Atinga RA, Abekah‐Nkrumah G, Domfeh KA. Managing healthcare quality in Ghana: a necessity of patient satisfaction. International Journal of Health Care Quality Assurance; 2011.
Ghotbabadi AR, Feiz S, Baharun R. Service quality measurements: A review. International Journal of Academic Research in business and social sciences. 2015;5(2):267.
Grönroos C. A service quality model and its marketing implications. European Journal of marketing; 1984.
Parasuraman A, Zeithaml VA, Berry LL. A conceptual model of service quality and its implications for future research. Journal of marketing. 1985;49(4):41-50.
Babakus E, Inhofe M. Measuring perceived service quality as a multi-attribute attitude. In Proceedings of the 1993 Academy of marketing science (ams) annual conference. 2015;376-380). Springer, Cham.
Luk ST, Layton R. Perception Gaps in customer expectations: Managers versus service providers and customers. Service Industries Journal. 2022;22(2): 109-128.
Frost FA, Kumar M. INTSERVQUAL–an internal adaptation of the GAP model in a large service organisation. Journal of services marketing; 2000.
Oliver RL, Rust RT, Varki S. Customer delight: foundations, findings, and managerial insight. Journal of retailing. 1997;73(3):311-336.
Parasuraman A, Zeithaml VA, Berry L. SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. 1988;64(1):12-40.
Park J, Park M. Qualitative versus quantitative research methods: Discovery or justification? Journal of Marketing Thought. 2016;3(1):1-8.
Zameer H, Tara A, Kausar U, Mohsin A. Impact of service quality, corporate image and customer satisfaction towards customers' perceived value in the banking sector in Pakistan. International journal of bank marketing; 2015.
Atiyah LA. Impact of service quality on customer satisfaction. Australian Journal of Basic and Applied Sciences. 2017;11(5): 20-28.
Cronin Jr JJ, Taylor SA. Measuring service quality: a reexamination and extension. Journal of marketing. 1992;56(3):55-68.
Kassim NM, Ismail S, Abdullah NA. Identifying the determinants of customer retention in a developing country context. International Journal of Customer Relationship Marketing and Management (IJCRMM). 2010;1(1):69-81.
Kassim N, Abdullah NA. The effect of perceived service quality dimensions on customer satisfaction, trust, and loyalty in e‐commerce settings: A cross cultural analysis. Asia pacific journal of marketing and logistics; 2010.
Kasiri LA, Cheng KTG, Sambasivan M, Sidin SM. Integration of standardization and customization: Impact on service quality, customer satisfaction, and loyalty. Journal of Retailing and Consumer Services. 2017;35:91-97.
Sidel JL, Bleibaum RN, Tao KC. Quantitative descriptive analysis. Descriptive analysis in sensory evaluation. 2018;287.
Östlund U, Kidd L, Wengström Y, Rowa-Dewar N. Combining qualitative and quantitative research within mixed method research designs: a methodological review. International journal of nursing studies. 2011;48(3):369-383.
Acharya AS, Prakash A, Saxena P, Nigam A. Sampling: Why and how of it. Indian Journal of Medical Specialties. 2013;4(2):330-333.
Sholihin M, Ratmono D. The analysis of SEM-PLS by the WarpPLS 3.0. Yogyakarta: Penerbit ANDI; 2013.
Brady MK, Cronin Jr JJ. Customer orientation: Effects on customer service perceptions and outcome behaviors. Journal of service Research. 2001;3(3): 241-251.
Dabholkar PA, Thorpe DI, Rentz JO. A measure of service quality for retail stores: scale development and validation. Journal of the Academy of marketing Science. 1996;24(1):3-16.
Maharsi A, Njotoprajitno R, Hadianto B, Wiraatmaja J. The Effect of Service Quality and Customer Satisfaction on Purchasing Intention: A Case Study in Indonesia. Journal of Asian Finance, Economics and Business. 2021;8(4): 0475–0482.
Tam JL. Linking perceived service quality to relational outcomes in a Chinese context. Journal of International Consumer Marketing. 2012;24(1-2):7-23.
-
Abstract View: 22 times
PDF Download: 11 times
