M. Ahsan Akhtar Hasin, Sudipa Sarker, Nouroz Islam, M. A. Shareef

Abstract: Purpose - Healthcare service quality and customer satisfactio n have been a major research issue over the decade. Customer satisfaction ha s been measured by different researchers under varied environment. A s environment varies, desires of cust omers and the perception of satisfactio n vary. As a result, a major issue is to define the complex nature of custome r s atisfaction under varied environment. On the other hand, a compromisin g trade-off is required in operational cost in the wake of increase in cost t o uplift service quality. This research addr essed the issue from the context o f Bangladesh. Design/methodology/approach - This research used SERVQUAL, which is a very powerful tool to measure service quality. The study utilized the benef i of hierarchical nature of satisfac tion. Service quality was analyzed fro m customers' view point, as well as th e service providers, such as doctor s nurses, etc. Finally hypothesis tests we re performed to investigate into th e possibility of relationships among th e affecting quality parameters and th e output service. This analysis was based on customer's perception, as well a s expectation. Findings - The research found the values of service quality parameters, suc h as tangibles, doctoral service, nu rsing, infrastructure and management. Th e established fact of dependence of perception of quality on culture has bee n proved once again. The relationship am ong conflicting parameters were als o f ound using hypothesis testing. Alt hough the study was conducted in th e context o f Bangladesh, the analysis procedure is well applicable to othe r countries. Originality/value - The study proved that the hierarchical nature o f s atisfaction can well be analyzed usi ng the powerful tool of SERVQUAL. Th e dependence of customer satisfaction on service quality has been assumed t o be a function of market segmentati on and customer perception. This resu l can guide many of the future research works in further analysis of comple x nature of service quality and customer satisfaction.

Keywords: Customer satisfaction, Service quality, Hypothesis testing ANOVA


Recieved: 01.03.2010  Accepted: 08.07.2010  UDC: 614.253.8

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