IMPACT OF SERVICE QUALITY ON CUSTOMER SATISFACTION IN THE CASE OF ALERT HOSPITAL

Abstract

This research examined the impact of customer service quality on customer satisfaction in ALERT hospital. To achieve the objectives of this study, data was collected through questionnaire from a sample of 400 hospital customers. These respondents were selected using convenience sampling method. The data collected from the questionnaire were analyzed using Statistical tools. The results of this study indicate that, all the five service quality dimensions (tangibility, empathy, responsiveness, assurance and reliability) have positive and significant relationship with customer satisfaction. The finding of this study also indicates that customers were most satisfied with the reliability dimensions of service quality. On the contrary, customers were less satisfied with tangibility and assurance dimensions of service quality. The results also indicate all the five service quality dimensions have positive and significant effect on customer satisfaction. Furthermore, the service quality dimensions explain 90.2% of the variations in customer satisfaction in ALERT hospital. Based on the findings of the study, the researcher forward some recommendation to the mangers of the hospital and for other researchers. Tangibility and assurance dimensions were considered the most important factors influencing customer satisfaction. However, the customers of the hospital were found less satisfied in terms of these dimensions. One way of addressing this could be by using up-to-date equipment and technologies, making the physical facilities visually appealing, making behavior of employees impress customers and make them confident when they contact with employees of the hospital.