ASSESMENT OF SERVICE QUALITY IN PUBLIC HOSPITALS

ASSESMENT OF SERVICE QUALITY IN PUBLIC HOSPITALS

1. WELCOME TO MY ESSAY PRESENTATION ON ASSESSMENT OF SERVICE QUALITY IN PUBLIC HOSPITALS (IN CASE OF SALALE UNIVERSITY COMPREHENSIVE SPECIALIZED HOSPITAL )   BY REDAGN BEHAILU.……RU/2208/13 Advisor: Shewanesh A yele (MA) MAY 2024

2. General Out lines of the Presentation Introduction LITERATURE REVIEW RESEARCHMETHODOLOGY DATA ANALYSIS, INTERPRETATION AND PRESENTATION FINANCIAL REQUIREMENTS CONCLUSIONS AND RECOMMENDIATIONS 2

3. INTRODUCTION Today the healthcare industry has emerged as one of the largest challenging service sector, as well as laying an important role in world economy growth The concept of quality in health care will now tries to satisfy the needs, interests and demands of three principal interest groups Service quality is a critical element in determine customer satisfaction. It is describe by the final outcome quality and the physical interaction quality. Different studies showed that meeting the patients' expectations is related to his/her high satisfaction from the related services, in the same way as unmet expectations relate to dissatisfaction.

4. INTRODUCTION CON’T….. To encourage loyalty and build long-term relation-ships, firms must communicate with their customers in a compelling way (Pearson, S. (2016). Knowing what the customer expects is the first and possibly most critical step in delivering good quality service Being wrong about what customers want can mean expending money, time and other resources on things that do not count to the customer, losing a customer’s business or not surviving in a fiercely competitive market (Womack, J. P., & Jones, D. T. (2015). Customers expect fast, friendly, accurate service provided by a professional, honest, empathy and understanding customer service representative (Gruber, T. (2011)

5. STATEMENT OF THE PROBLEM The customer perspective was generally received little attention in the health care services sector (Howard, 2000 ). The primary obstacle lies in developing health systems that equitably enhance health outcomes, meet client expectations, and provide treatments at a reasonable cost ( Blazevska et al., 2004). The majority of developing nations' health care systems are ill-equipped to handle these issues and have severe weaknesses in terms of equity, efficiency, finance, and quality ( Fekedu and Yohannes , 2011 ). Customers’ perceived service quality at Salale University Comprehensive specialized Hospital has a significant positive relationship with their satisfaction with the hospital’s service.

6. RESEARCH QUESTION What must hospital do in order to participate customer service and satisfaction quality? How can the hospital service quality and hospitality determined through schedule? How to healthcare quality attribute affect customer service quality? How the behaviors of service provider affect customer service quality?

7. OBJECTIVE OF THE STUDY The researcher have both general and specific objectives to achieve her/his goals: General Objectives The main objective of conducting this study is to assess the role of Service Quality in developing customer’s satisfaction in Salale university comprehensive specialized hospital. Specific Objectives In order to achieve the general objective following specific objectives are included: - To explain things that the hospital do in order to participate customer service and satisfaction quality. To identify hospital service quality and hospitality determine through schedule. To examine the healthcare quality attribute affect customer service quality. To identify the behavior of service provider affect customer service quality.

8. Significance of the Research By assessing the service delivered to customers by measuring their perception cheek the service quality in the eyes of customers. The result of this finding may a significant contribution for researches and academicians by providing information in hospital service quality as an input. Also future research area will be sighted this may initiate further researchers to conduct a study on the title.

9. Scope of the study The domain of this research would cover customer perception, customer satisfaction and customer gap of service quality All governmental organizations need effective service quality mechanism, however, for the sake of effectiveness and efficiency and also to manage the limited time and budget, the study was focused only on Salale university comprehensive specialized hospital service quality, the study did not covered other governmental hospitals.

10. Limitation of the study The following were some major limitations that faced the researcher; Getting enough information from internet is not easy task; now day information can be obtained easily from internet. But the absence of enough internet services the researcher limited. Lack of needed resources such as materials problems, financial constraints and other constraints like certain unwillingness of respondents can be sighted as major limitations.

11. Organization of the paper This research contains five parts First chapter contains introduction, background of the study, statement of the problem, objective of the study, significance of the study, organization and limitation of the study . The second chapter consists of related literature review T he third chapter contains research methodology Chapter four contains data analysis and interpretation. The last chapter contains conclusion and recommendation of the study.

12. CHAPTER TWO LITERATURE REVIEW Definition and concepts of services The world economy nowadays is increasingly characterized as a service economy No longer are goods considered separate from services. Rather, services now increasingly represent an integral part of the product and this interconnectedness of goods and services is represented on a goods-services continuum ( Tamma , M. R. M. (2016 ). Zeithaml and Betner (2003) gave short definition “services are deeds, processes, and performance ”. Service involves some interaction with customer or property in their possession, and does not result in a transfer of ownership (McDonald and Payne, 2003).

13. LITERATURE REVIEW con’t …… Characteristics of services There are four major characteristics that greatly affect design of marketing. Includes: Intangibility : - Services are intangible and do not have a physical existence, hence it cannot be seen, tasted, felt or smelled before they bought. Heterogeneity/Variability : each service offering is unique and cannot be exactly repeated even by the same service provider. Inseparability/ Simultaneity of production and consumption : services are generated and consumed within the same time frame Perishability : Services cannot be stored, saved, returned or resold once they have been used.

14. CHAPTER THREE RESEARCHMETHODOLOGY Introduction T his chapter introduces theoretical framework and describes the research instrument, design and methodologies applied to achieve the objective of the research and developing final conclusion and recommendations , design of data collection methods, sampling technique and sample size determination, data analysis technique Description of the study area Fiche is a town in central Ethiopia located 114 kilometers from Addis Ababa. It is the administrative center of the Northern Shewa Zone in Oromia . It's located about three kilometers from the main Addis Ababa- Debre Marqos road

15. Research design A specific research design has been required based on the problem statement, the research questions, and the study objectives A research project's research design handles crucial aspects such the study's goal, setting, type of investigation, degree of researcher interference, time frame, and analytical unit ( Sekaran & Bougie , 2010). To conduct this study the research is uses descriptive type of research. This is because descriptive type of research is used to describe data and characteristics about population or about the study. Therefore the researcher were conduct this study the description of frequency and average that was take from employee of Salale University comprehensive specialized hospital

16. Research Approach This study employed mixed research approach. The researcher use qualitative method to analyse the information collected from representative of Salale University Comprehensive Specialized Hospital , and employed the quantitative approach to compute information that acquired through questionnaires from target population.

17. Source of data Data were gathered from two sources i.e. primary and secondary sources. Primary Sources: The respondents’ documents collected using questionnaire survey. Questionnaires are carefully designed based on preliminary investigations on literature review, to collect high response rate within a relatively short time from patients Secondary sources: information has been gathering from various journals like; academy management journal, journal of service marketing, journal of social science, global journal of management and business research . It has also been gathered from business magazines and websites especially to get the organizations background.

18. Target Population and Sampling technique The largest and popular Salale hospital found in city Administration was purposely selected for my study. The study populations included for this research work are patients who were hospitalized in the hospital having direct exposure to the service . After explained the aim of the study to patients the required amount of questionnaires were given to them on the day of discharge . Simple random sampling method was employed to select the required sample. Finally, 40 questionnaires were distributed between the patients to be filled out from 230.

19. Method of data collection The researcher used two types of questions, open-ended and closed-ended factored questions Close ended questionnaire are multiple choice questions, which are developed based on Likert’s -scale of five ordinal measures of agreement towards each statement (from 1 to 5). The reasons for adopting this simple scale are: To provide simplicity for the respondent to answer, and to make evaluation of collected data easier Data analysis Descriptive statistics “Mean Score” analysis method employed to discuss and summarize data on respondents’ profile and respondents’ opinion and to establish the relative importance of the causes of service quality and customer satisfaction For the analysis of results, the procedure of analysis was adopted while considering the relative importance of the five service quality dimensions responsible for customer satisfaction. Finally the data became analyzed and interpreted by using different mechanisms tools like table, chart, pie chart, employed to discuss and summarize data on respondents

20. CHAPTER FOUR DATA ANALYSIS, INTERPRETATION AND PRESENTATION . The procedure used in analyzing the results was aimed at establishing the relative importance of the service quality dimensions responsible for customer satisfaction. The study questionnaire was composed of the SERVQUAL service quality dimension, with some modifications made suitable for hospital environment, used for assessing the patients' perceptions of service quality. The questionnaire included 18 items in 5 service quality dimensions: Tangibles (4 items), Reliability (4 items), Responsiveness (4 items), Assurance (4 items), and Empathy (2 items). The questionnaire gave each respondent an opportunity to identify the factor that was likely to cause customer dissatisfaction and poor service quality by gathering the response frequency of “Excellent”, “Very good”, “Good”, “Fair” and “Poor”.

21. Data analysis and interpretation   Patient average age Patient average Sex 1 <18 4 11.11   Number Percentage 2 18-22 7 19.44 Male 21 58.33 3 23-30 9 25 Female 15 41.66 4 31-40 6 16.66 Total 36 100 5 41-50 7 19.44       6 51-60 3 8.33   7 Above     Total 36 100   Questionnaires Number Percentage Returned 36 90% Not Returned 4 10% Total 40 100% Table 2 and 3 shows the demographic findings of the patients and response rate of questionnaires administered respectively. The participants who responded were comprised of 40 patients’ of public hospital. This accounts for 90% of the total distributed questionnaires. The remaining 10% or 4 questionnaires were not returned

22. Analysis of service quality Our findings clarified the importance of creating a strong relationship between patients and the hospital practitioners/personnel and the need for hospital staff to be responsive, credible, and empathetic when dealing with patients . Mean scores values for each of the statements in the questionnaire are shown in Table Statements Mean Square total Ranks Tangibles 3.68 1 st Assurance 3.23 2 nd Responsiveness 3.1 3 th Reliability 2.59 4 rd Empathy 2.06 5 th

23. Analysis Overall satisfaction Overall satisfaction refers to the customers overall evaluation of the service quality delivered by an organization. Analysis of Customer Satisfaction Among the 36 respondents participated on this study, 19.4%(7) of them were responding as they are very satisfied while 22.2%(8) were satisfied and only 41.6%(15) were neither satisfied nor dissatisfied and 11.1%(4) respondent were dissatisfied and 5.5%(2) were very dissatisfied with the service given by the hospital.

24. CHAPTER FIVE CONCLUSIONS AND RECOMMENDIATIONS Conclusions The purpose of the study was to investigate the influence service quality on service quality and customer satisfaction by using a model of Service Quality/SERVQUAL. .Out of 40 distributed questionnaires only 36 were collected and used for analysis and the following conclusions are given from these responses: Based on the analysis results obtained by the researcher the following conclusions are concluded . Among the 18 variables in the SERVQUAL the analyses show the first sensitive area is catering service on which customer service quality gap is wider than the others. General presentation of the hospital, Nursing care provide by the hospital, Provide medical and laboratory result on time, Service care given to the disable patients The five dimensions the service gap is wider in Tangibles, Assurance, Reliability, Responsiveness, and Empathy. Regarding customer satisfaction out of 36 respondents 19.4%(7) of them were responding as they are very satisfied while 22.2%(8) were satisfied and only 41.6%(15) were neither satisfied nor dissatisfied and 11.1%(4) respondent were dissatisfied and 5.5%(2) were very dissatisfied with the service given by the hospital.

25. Recommendations Based on the results of the analysis the following recommendations drawn: the quality improvement efforts of public hospital is advised to mostly focus on modernizing equipment’s, timeliness of care delivery, accuracy of performance as well as on enhancing the interpersonal relationships and communication skills of its physicians, nurses and other personnel. Every member of the organization should have the interest of their customers at heart. Managing time in queuing Building service recovery program if it passes the service recovery paradox. Recognizing – Understand what customers really want through ongoing learning about the expectations and perceptions of customers and number of customers by conducting customer survey. Increase communications amongst staff members using update data base system and create a sense of Teamwork