Thông tin tài liệu
MEASURING CUSTOMER SATISFACTION TOWARDS SERVICE QUALITY OF
THE MATERNITY HOSPITAL IN HO CHI MINH CITY
In Partial Fulfillment of the Requirements of the Degree of
MASTER OF BUSINESS ADMINISTRATION
In Marketing
by
Ms: NGUYEN THI THANH BINH
ID: MBA03004
International University - Vietnam National University HCMC
January 2013
MEASURING CUSTOMER SATISFACTION TOWARDS SERVICE QUALITY OF
THE MATERNITY HOSPITAL IN HO CHI MINH CITY
In Partial Fulfillment of the Requirements of the Degree of
MASTER OF BUSINESS ADMINISTRATION
In Marketing
by
MS: NGUYEN THI THANH BINH
ID: MBA03004
International University - Vietnam National University HCMC
January 2013
Under the guidance and approval of the committee, and approved by all its members, this
thesis has been accepted in partial fulfillment of the requirements for the degree.
Approved:
---------------------------------------------Chairperson
--------------------------------------------Committee member
---------------------------------------------Committee member
--------------------------------------------Committee member
---------------------------------------------Committee member
--------------------------------------------Committee member
Acknowledge
Firstly, I especially want to thank my advisor, Doctor Nguyen Van Phuong,
for his guidance during my research. His perpetual energy and enthusiasm in
research had motivated all his advisees, including me. In addition, he was always
accessible and willing to help his students with their research.
I am myself showing my deepest thanks to Dr Ho Thanh Phong – Rector and
Dr. Nguyen Quynh Mai – Dean and all of colleagues, friends and my classmates of
MBA10 who support and create advantageous conditions for me to study and
complete this thesis.
Finally yet importantly, I would like to give my special thanks to my family
whose patient love enabled me to finish this work.
Ho Chi Minh /January 2013.
Nguyen Thi Thanh Binh
i
Plagiarism Statements
I would like to declare that, apart from the acknowledged references, this
thesis either does not use language, ideas, or other original material from anyone; or
has not previously submitted to any other educational and research programs or
institutions. I fully understand that any writings in this thesis contradicted to the
above statement will automatically lead to the rejection from the MBA program at
the International University – Vietnam National University Ho Chi Minh City.
ii
Copyright Statement
This copy of the thesis has supplied on condition that anyone who consults it
understood to recognize that its copyright rests with its author and that no quotation
from the thesis and no information derived from it may publish without the author’s
prior consent.
© Nguyen Thi Thanh Binh/ MBA03004/2010-2012
iii
Table of Contents
Chapter one – Introduction....................................................................................... 1
1. Introduction .......................................................................................................... 1
2. Research Problems ............................................................................................... 2
3. Research Objectives ............................................................................................. 2
4. Scope .................................................................................................................... 2
5. Implication of research ........................................................................................ 3
6. Research structure ............................................................................................... 3
Chapter Two – Literature Review............................................................................ 5
1. Definition of Service ............................................................................................ 5
2. Features of services .............................................................................................. 5
3. Service Quality..................................................................................................... 6
4. Service-quality model .......................................................................................... 7
5. Customer Satisfaction ........................................................................................ 11
6. The relationship between service quality and customer satisfaction ................. 12
7. Some empirical findings on service quality in maternity hospital ..................... 13
7.1. Dimensions of service quality ..................................................................... 15
7.2 Customer satisfaction with service quality of the maternity hospital ......... 15
8. Research Model ................................................................................................. 16
Chapter Three – Research Method ........................................................................ 19
1. The introduction about the maternity hospitals in Ho Chi Minh City. .............. 19
1.1 Tu Du hospital
19
1.2 Sai Gon International hospital
19
1.3 Hung Vuong hospital
20
1.4 University Medical Center hospital
20
iv
2. Scale ................................................................................................................... 21
2.1. Service Quality Scale. ............................................................................. 21
2.2 Scale of customer satisfaction. ................................................................. 23
3. Research Procedure ............................................................................................ 24
4. Sample Size ........................................................................................................ 25
5. Questionnaire Design ......................................................................................... 25
6. Analysis techniques ........................................................................................... 27
6.1. Descriptive Statistics ................................................................................... 27
6.2. Testing reliability of scale by Cronbach’s Alpha ....................................... 27
6.3. Exploratory Factors Analysis (EFA) .......................................................... 28
6.4. Multiple-Regression Analysis ..................................................................... 28
Chapter Four - Main Findings................................................................................ 29
1. Sample Description ........................................................................................... 29
1.1 Age description
29
1.2 Career description
30
1.3 Income description
30
2. Descriptive Statistics of KQCAH scale. ........................................................... 31
3. Assessment and Refinement of Scale. .............................................................. 35
3.1. Testing the reliability of service quality scale by Cronbach’s alpha .......... 36
3.2. Testing the reliability of customer satisfaction scale by Cronbach’s alpha. ........... 38
3.3. Assessment on Service Quality Scale using EFA analysis ......................... 43
3.4. Assessment of Customer Satisfaction Scale through EFA analysis ........... 43
3.5. Research Model Adjustment ....................................................................... 44
3.6. Testing the research model using ................................................................ 45
v
3.6.1. Correlation Matrix: .............................................................................. 46
3.6.2. Regression Analysis ............................................................................. 47
3.7. Comparison of customer satisfaction level between the maternity hospitals ....... 48
3.8. Discussion of results ................................................................................... 52
Chapter Five – Conclusion and Recommendation ............................................... 54
1. Conclusion ......................................................................................................... 54
2. Recommendations .............................................................................................. 54
3. Research Limitations ......................................................................................... 56
vi
List of Tables
Table 1: Dimensions quality ...................................................................................... 14
Table 2: Factors in study ........................................................................................... 18
Table 3: Coding variables in measurement scale ...................................................... 25
Table 4: Descriptive Statistics of Human and physical resources ............................. 31
Table 5: Descriptive Statistics of Efficiency and Continuty....................................... 32
Table 6: Descriptive Statistics of Facilities ............................................................... 33
Table 7: Descriptive Statistics of Information ........................................................... 33
Table 8: Descriptive Statistics of The hospital charges ............................................. 34
Table 9: Descriptive Statistics of First impression .................................................... 34
Table 10: Descriptive Statistics of Customer Satisfaction ......................................... 35
Table 11: Cronbach’s Alpha analysis of KQCAH scale ............................................ 38
Table 12: Cronbach’s Alpha analysis of customer satisfaction................................. 39
Table 13: Frequency of customer satisfaction .......................................................... 39
Table 14: KMO and Bartlett’s test about service quality ......................................... 40
Table 15: Rotated Component Matrixa ..................................................................... 42
Table 16: Total variance explained ........................................................................... 43
Table 17: Cronbach’s Alpha analysis of factors........................................................ 43
Table 18: Component matrix of customer satisfaction ............................................. 44
Table 19: KMO and Bartlett’s of customer satisfaction ............................................ 44
Table 20: KMO and Bartlett’s of new factors ............................................................ 46
Table 21: Model summary ......................................................................................... 46
Table 22: Coefficients ................................................................................................ 47
Table 23: Anova ......................................................................................................... 48
vii
List of Figures
Figure 1: Research Model .......................................................................................... 16
Figure 2: Adjusted Research Model ........................................................................... 17
Figure 3: Research process ........................................................................................ 24
Figure 4: Age description ........................................................................................... 29
Figure 5: Career description ...................................................................................... 30
Figure 6: Income description ..................................................................................... 30
Figure 7: Frequency of customer satisfaction ............................................................ 33
Figure 8: Adjusted research model after EFA analysis ............................................. 39
Figure 9: Comparison customer satisfaction level between the maternity hospitals . 44
Figure 10: Introduction of customers ......................................................................... 47
viii
Abbreviation
EFA: Exploratory Factors Analysis
KQCAH: The Key Quality Characteristics Assessment for Hospitals
KMO: Kaiser-Meyer-Olkin
JCAHO: Joint Commission on Accreditation of Healthcare Organizations
SERVQUAL: Service quality
SPSS: Statistical Package for Social Sciences
ix
Abstract
Service quality of the maternity hospital is been perceived as an important
factor for customer satisfaction. The aim of this study is to analyze the customer
satisfaction about service quality of the maternity hospital. Besides, it is to determine
the hospital service quality from the pregnant women’s viewpoints and the relative
importance of quality dimensions to improve better service quality for pregnant
women and babies. This study was been conducted with 225 respondents who are
pregnant women or women giving birth within 6 months in the maternity hospitals in
Ho Chi Minh City in 2012. As a result, there are five (05) factors of service quality in
the maternity hospitals impacting on customer satisfaction. Those are effectiveness
and continuity; human and physical resources; the hospital charges; facilities and
information. This research provides a framework to researchers know. The result
may help the maternity hospitals to improve better service quality.
Keywords: Customer satisfaction, service quality, maternity hospital,
pregnant women.
x
xi
Chapter one – Introduction
1. Introduction
The hospital industry is one of the fastest growing industries today. Hospital
managers have to understand the quality and the value of services offering to their
consumers. The positive consequences of companies achieving high levels of
customer satisfaction and service quality are well-documented (Rust & Zahorik,
1993; Zeithaml, Berry and Parasuraman, 1996). Indeed, service quality and customer
satisfaction issues are very important as companies attempt to differentiate their
services and compete effectively in the marketplace (Parasuraman, Zeithaml & Berry
[PZB}, 1988; Brown & Swartz, 1989).
A hospital is an institution of health care providing treatment with specialized
staff and equipment, but not always providing for long-term patient stay. Today
hospitals are centers of professional health care provided by physicians and nurses.
The state, health organizations, health insurances or charities, including direct
charitable donations usually provide financial support and other assistance to
hospitals. There are several kinds of hospitals. Types of specialized hospitals include
trauma centers, rehabilitation hospitals, children’s hospitals, seniors' (geriatric)
hospitals, maternity hospitals and hospitals for dealing with specific medical needs
such as psychiatric problems (see psychiatric hospital), certain disease categories
such as cardiac, oncology, or orthopedic problems, and so forth. Moreover, the
hospitals are been developed in Vietnam. However, the author wants to focus the
maternity hospital in Ho Chi Minh City because the author is a pregnant woman. The
author also wants to know service quality of the maternity hospital in Ho Chi Minh
City to choose hospital for giving birth next year. Therefore, the author wants to
measure customer satisfaction and evaluates the service quality of the maternity
1
hospitals in Ho Chi Minh City. In addition, implications about study for the
maternity hospitals to improve better service quality for pregnant women or women
give birth whom will come in there.
2. Research problems
Much of study and literature in marketing and management recognizes the
importance of customer satisfaction. Therefore, it would be quite natural that such
services would have an impact on the customer satisfaction. In this study, the author
wants to focus service quality of the maternity hospitals. What do pregnant women
want to have service quality of the maternity hospital in Ho Chi Minh City? How did
the maternity hospitals take care for women giving birth? What do pregnant women
expect service quality of the maternity hospitals?
That is the reason for the author to choose this research topic: “MEASURING
CUSTOMER SATISFACTION TOWARDS SERVICE QUALITY OF THE
MATERNITY HOSPITALS IN HO CHI MINH CITY”
3. Research objective
Identify determinants of service quality of the maternity hospital in
Ho Chi Minh City area.
Identify customer satisfaction towards service quality
Recommend some solutions for maternity hospitals to improve better
service quality for pregnant women.
4. Scope
The scope of present research includes measuring the quality services and
evaluating customer satisfactions for the pregnant women or women gave birth
within 6 months in the maternity hospital in Ho Chi Minh City. The total duration
time for implementing this study is about 05 months (from August 2012 to January
2
2013); the data collection was been conducted in the maternity hospitals in Ho Chi
Minh City area.
5. Implication of research
Measuring the service quality and evaluating customer satisfactions for the
pregnant women or women gave birth within 6 months in the maternity hospital in
Ho Chi Minh City. Continuing to correct maternity hospitals to improve level of
better quality services and caring for pregnant women and babies.
6. Research structure
The structure of the thesis consist five chapters:
Chapter 01: Introduction
Chapter 1 introduces about service quality of the maternity hospital industry
in Ho Chi Minh City. This part will include the reasons of this research and some
existing problems need to have optimal solutions to solve.
Chapter 02: Literature Review
This chapter addresses the theories of service quality, customer satisfaction,
factors that affect customer satisfaction.
Chapter 03: Research model
In this chapter, the report will describe in detail the methods and research
design including data collection method, population approach. Besides, the
measurement scale used in proposed model should be included as well.
Chapter 04: Main Findings
The previous chapter presented the research methodology. Following, this
chapter will describe the characteristics of the sample, present the data analysis and
discuss the findings of the research.
3
Chapter 05: Conclusions & Recommendations
-
Conclusion: Main results of this study.
-
Recommendations for maternity hospital to improve better service quality
-
Research Limitations
4
Chapter Two – Literature Review
1. Definition of Service
Kotler and Keller (2010) define service as follows:
“A service is any act or performance one party can offer to another that is
essentially intangible and does not result in the ownership of anything” (page 386.)
2. Features of services
Services have distinctive characteristics compared to common goods,
includes intangibility, inseparability, variability and perishability (Kotler and Keller,
2010).
- Intangibility: Services are intangible means that they cannot be touched,
gripped, handled, looked at, smelled, tasted or heard. Thus, there is neither potential
nor need for transport, storage or stocking of services. Furthermore, a service cannot
be (re)sold or owned by somebody, neither can it be turned over from the service
provider to the service consumer nor returned from the service consumer to the
service provider. Solely, the service delivery can commissioned to a service provider
who must generate and render the service at the distinct request of an authorized
service consumer.
- Inseparability: The service provider is indispensable for service delivery as
he must promptly generate and render the service to the requesting service consumer.
In many cases, the service delivery executed automatically but the service provider
must preparatory assign resources and systems and actively keeps up appropriate
service delivery readiness and capabilities. Additionally, the service consumer is
inseparable from service delivery because he is involved in it from requesting it up to
consuming the rendered benefits.
5
- Variability: Each service is unique. It is one-time generated, rendered and
consumed and can never be exactly repeated as the point in time, location,
circumstances, conditions, current configurations and/or assigned resources are
different for the next delivery, even if the same service consumer requests the same
service. Many services are been regarded as heterogeneous or lacking homogeneity
and are typically modified for each service consumer or each new situation.
-
Perishability: Services cannot be stored and available at the time when it
was been provided. Perishability can be a problem if the demand fluctuates.
Each of these characteristics is retractable per se and their inevitable
coincidence complicates the consistent service conception and makes service
delivery a challenge in each case. Proper service marketing requires creative
visualization to evoke effectively a concrete image in the service consumer's mind.
From the service consumer's point of view, these characteristics make it difficult, or
even impossible, to evaluate or compare services prior to experiencing the service
delivery.
3. Service Quality
Managing the quality of service is an interesting subject in Marketing. Until
now, there have been many studies related to this topic, therefore, also have its
definitions were given. However, no agreements are been made. From the standpoint
of customers, the quality of service means a measure how well a delivered service
matches customers’ expectation and satisfies their requirements (Lewis and Booms,
1983).
Quality is one of important elements to service and physical goods, and
criteria for consumers in distinguishing and selecting the provider among many
competitors. For service industry, quality cannot estimate before. Therefore, it has
6
caused difficulty for both assessment of customers (in purchasing process) and
providers (in after sales service.).
4. Service-quality model
According to Gronroos (1984), the service quality experienced by a customer
has two dimensions: Technical and Functional quality. In which Functional quality
describes how the service is to deliver and technical quality describes what the
customers received during a service delivery. The organization’s image works as a
filter and can modify positively or negatively the customers’ perception of service
quality. Gronroos (2007) emphasizes that the followings “Seven criteria of good
perceived service quality” are the determinants that need to be considered when
evaluating the service quality of any organization: professionalism and skills;
attitudes and behavior; accessibility and flexibility; reliability and trustworthiness;
service recovery; service scale; reputation and credibility.
However, the above Seven criteria of good perceived service quality”,
concepts have the similar characteristics to the Parasuraman el at (1985) “Ten
determinants of service quality”.
Based on this service-quality model, Parasuraman et. al., (1988)
developed SERVQUAL (Service Quality) scale. This is a multi-item scale
developed to assess customer perceptions of service quality in service and retail
businesses (Parasuraman et. al., 1988). Parasuraman, in his initial paper,
introduced the gaps model and established ten possible determinants of service
quality (Parasuraman, 1985). Include:
1.
Competence (Possession of the required skills and knowledge to perform the
service: knowledge and skill of the contact personnel, knowledge and skill of
the operational support personnel, research capability of the organization)
7
2.
Courtesy (Politeness, respect, consideration and friendliness of the contact
personnel: consideration for the customer's property, clean and neat
appearance of public contact personnel)
3.
Credibility (Trustworthiness, believability and honesty. It involves having
the customer's best interest at heart: company name, company reputation,
personal characteristics of the contact personnel)
4.
Security (Freedom from danger, risk or doubt: physical safety, financial
security, confidentiality)
5.
Access (Approachability and ease of contact: Service is easily accessible,
waiting time to receive service is not extensive, convenient hours of
operation, convenient location of service facility)
6.
Communication (Informing the customers in a language they can understand
and listening to them. It may mean that the company has to adjust its
language for different consumers: explaining the service itself, explaining
how much the service will cost, explaining the trade-offs between service and
cost, assuring the consumer that the problem will be handled)
7.
Understanding/ knowing the customer (Making the effort to understand the
customer's needs: understanding customer's specific needs, providing
individualized attention, recognizing the customer)
8.
Tangibles (Physical evidence of the service: appearance of physical facilities,
tools and equipments used to provide the service, appearance of personnel
and communication materials, other customers in the service facility)
9.
Reliability (The ability to perform the promised service dependably and
accurately: service is performed right at the first time, the company keeps its
8
promises in accuracy in billing, in keeping records correctly and in
performing the services at the designated time)
10. Responsiveness (The willingness and/ or readiness of employees to help
customers and to provide prompt service, timeliness of service: mailing a
transaction slip immediately, setting up appointments quickly)
The advantage of these models is able to cover all attributes of service.
However, its weakness is that measurement is very complicated. Therefore, Victor
Sower, JoAnn Duff, William Kilbourne, Gerald Kohers and Phyllis Jones (2001)
developed KQCAH scale (The Key Quality Characteristics Assessment for
Hospitals) and based on theoretical framework of the quality hospital service’s
JCAHO (Joint Commission on Accreditation of Healthcare Organizations) to
measure hospital quality. The authors asserted that nine components of JCAHO are
similar with the components of SERVQUAL and it is easier to understand. That the
components of JCAHO completed SERVQUAL tools and chosen as the theoretical
framework on the hospital quality.
Using a combination of qualitative and quantitative research mythologies,
Victor Sower, JoAnn Duff, William Kilbourne, Gerald Kohers and Phyllis Jones
(2001) defined the components of hospital service quality and developed an
instrument to measure patient satisfaction. The authors formed eight components to
measure the quality of hospital services. Those are: (1) Respect and caring, (2)
Effectiveness and continuity, (3) Appropriateness, (4) Information, (5) Efficiency,
(6) Meals, (7) First impression, (8) Staff diversity.
-
Respect and caring: “with which services are provided. The degree to
which the pregnant women/ women gave birth within 6 months or a
9
designee is involved in her-own care decisions and to which these
providing services do so with sensitivity and respect for the pregnant
women’s need, expectations, and women gave birth within 6 months
differences.
-
Effectiveness: “with which tests, procedures, treatments and services are
provided. The degree to which the care provided in the correct manner,
given the current state of knowledge, to achieve the desired or projected
outcome for the pregnant women or women gave birth within 6 months.
-
Continuity: “of the services provided to the pregnant women with respect
to other services, practitioners, and providers and over time. The degree to
which the care for the pregnant women are coordinated among
practitioners, among organizations, and overtime”
-
Appropriateness: “of a specific test, procedure or service to meet the
pregnant women’s needs. The degree to which the care provided is
relevant to the pregnant women’s clinical needs, given the current state of
knowledge”
-
Efficiency: ‘with which services are provided. The relationship between
the outcomes (results of care) and the re-sources used to deliver pregnant
women care”
-
Information: to help and contact with patients and the patient’s family.
For examples: to provide quick information on the treatment, doctors and
consultants that are available.
-
Meals: quality and efficiency of the supply of food such as taste food for
pregnant women, on time and eat the hot food
10
-
First impression: the reputation of the hospital; provide fast service;
dedication and enthusiasm of the doctors and nurses in hospitals; beautiful
design; clean; fully equipped for mothers and babies.
-
Staffs diversity: includes the variety of facial expressions, gender, they
can speak many languages.
Therefore, KQCAH has eight components to measure the quality of hospital
services. KQCAH is a multi-item scale that can provide valid and reliable
information to hospital administrators. A hospital company with multiple units will
find KQCAH that a useful way to compare the quality among its own units. So,
KQCAH scale selected for theoretical framework for this study.
5. Customer Satisfaction
There is general agreement that: Satisfaction is a person’s feeling of pleasure
or disappointment resulting from comparing a product’s perceived performance (or
outcome) in relation to his or her expectations (Kotler, 2003). Based on this review,
customer satisfaction is been defined as the result of a cognitive and affective
evaluation, where some comparison standard is compared to the actually perceived
performance. If the perceived performance is less than expected, customers will be
dissatisfied. On the other hand, if the perceived performance exceeds expectations,
customers will be satisfied. Otherwise, if the perceived expectations are been met
with performance, customers are in an indifferent or neutral stage.
Customer satisfaction is been defined as a customer’s overall evaluation of
the performance of an offering to date. This overall satisfaction has a strong positive
effect on customer loyalty intentions across a wide range of product and service
categories (Gustafson, 2005).
11
It is been seen as a key performance indicator within business. In a
competitive marketplace where businesses compete for customers, customer
satisfaction is been considered as a key differentiator and increasingly has become a
key element of business strategy.
6. The relationship between service quality and customer satisfaction
Service quality and customer satisfaction are important concepts to academic
researchers studying consumer and customer loyalty (Dawn, Amy & Kent, 1995).
There has had research on service and generally, service quality and customer
satisfaction are distinct definitions (Bitner, 1990; Boulding & et. al., 1993).
The satisfaction of customer, is an overall concept, states their satisfaction
when they buy service. While service quality is considered by service dimensions
(Zeithaml & Bitner, 2000).
According to Oliver (1993), service quality has affected to customer
satisfaction. It shows that service quality, defined by many different factors, is a
determinant of satisfaction.
7. Some empirical findings on service quality in maternity hospital
7.1. Dimensions of service quality
Naresh K. et al. (2004) identified the antecedents of what the international
consumer perceives as service “quality.” This paper aims to examine the differences
in perception of service quality dimensions between developed and developing
economies. Parasuraman et al. (1985) proposed a framework consisting of ten
determinants or dimensions of service quality: reliability, access, and understanding
of the customer, responsiveness, competence, courtesy, communication, credibility,
security, and tangible considerations.
12
In addition, Parasuraman et al. (1988) developed five dimension of service
quality that have been empirically tested (Table: Dimensions of quality) and
incorporated into their SERVQUAL instrument. While a major step forward, these
dimensions were developed and tested in industries quite different from the health
care industry. Other studies have identified potential difficulties related to the
SERVQUAL instrument. Among the criticisms are questions about predictive and
convergent validity and unstable dimensionality. Chakrapani (1998) developed a
simpler service quality model consisting of three dimensions (Table 1: Dimensions
of quality). This model intended to be simpler and more generalized than are those
with more dimensions. Simplicity and generalizability reduce the applicability of
these dimensions to one specific type of organization.
Coddington and Moore (1987) suggest that the top five factors that define
quality for health care providers from a consumer’s perspective are (a) warmth,
caring, and concern, (b) medical staff, (c) technology equipment, (d) specialization
and scope of services available, and (e) outcome (Table 1: Dimensions of quality).
The Joint Commission on Accreditation of Healthcare Organization (JCAHO)
identifies nine quality dimensions for hospital (Table 1: Dimensions of quality). This
list is been closely related to Coddington and Moore’s (1987) five factors and the
SERVQUAL dimensions, but is more comprehensive. Since the JCAHO, dimensions
encompass the SERVQUAL and Coddington and Moore (1987) dimensions and
since they were been developed specifically for use in the hospital accreditation
process, the nine JCAHO dimensions were selected as the theoretical framework of
hospital service quality for this study. Therefore, the intent of this study is to develop
a valid and reliable instrument based upon the JCAHO dimensions of hospital
service quality.
13
Table 1: Dimensions of quality
DIMENSIONS OF QUALITY
Garvin’s
Evans &
Parasuraman
Chakrapani’s
Coddington’s
JCAHO (1996)
(1987)
Lindsay’s
et al.’s
(1998)
(1987)
dimensions
product
(1999) service
SERVQUAL
dimensions
dimensions
dimensions
dimensions
(1988)
dimensions
Performance
Time
Tangibles
Service/
Warmth/
Efficacy
Features
Timeline
Reliability
Product
Caring/
Appropriateness
Reliability
Completeness
Responsiveness
Dependability/
Concern
Efficiency
Conformance
Courtesy
Assurance
Support
Medical staff
Respect
Durability
Consistency
Empathy
Exceeding
Technology-
Caring
Serviceability
Accessibility &
Expectations
equipment
Safety
Aesthetics
convenience
Specialization
Continuity
Perceived
Accuracy
Services
Effectiveness
quality
Responsiveness
Available
Timeliness
Outcome
Availability
7.2 Customer satisfaction with service quality of the maternity hospital
According to Auckland (2008) researched “Maternity services
consumer satisfaction survey report”, the present report outlines the result of the
2007 survey of 2,936 women using Maternity Services. The objectives of the survey
were to measure satisfaction among women using Maternity Services during March
and April 2007 and where possible to compare the levels of satisfaction (or
percentage of those satisfied) to those recorded in the 2002 survey. There was a
significant increase in the percentage of women returning home within 12 hours of
the birth of their baby (from 8% in 2002 to 14% in the current survey). Across the
board, irrespective of when they left hospital, 13% of women reported not feeling
ready to leave hospital. When asked why they felt not ready to leave, the women
mentioned needing more rest, feeling unwell, breast feeding issues, facility issues,
14
&
baby needing special care, medical reasons, as well as feeling pressured to leave. The
2007 survey demonstrates some clear service changes since the 2002 survey, as well
as highlighting some new information. Results about overall satisfaction with service
of the maternity hospital as follows:
Respondents asked to indicate how satisfaction they were with their maternity
services. The response options given were: “I felt well looked after”; was
satisfactory” and “I didn’t feel well looked after”. Results indicate that, across the
board, more than three quarters of the 2,811 women (or 78%) felt “well looked
after”, while another 18% said it was “satisfactory”. However, 107 women,
representing 4%, “didn’t feel well looked after”
In addition, through survey of Marketing & Families Newspaper in Vietnam
about customer satisfaction in June 2008 on healthcare services and customer care of
hospital with 77.75% of reviews are “good”, 21.6% of the reviews are “very good”.
Also similar to asking your general assessment of how the hospital has 27.64% of the
respondents answered “very good”, 71.95% answered “good”, 0.27% answered
“average”.
15
8. Research Model
This research model has eight factors to measure customer satisfaction about
service quality of the maternity hospital. Principal components factor analysis with
very-max rotation determined eight (08) dominant factors present in the data.
Respect and Caring
Effectiveness and
continuity
H1
H2
H3
Appropriateness
H4
Information
Efficiency
H5
Customer
satisfaction
H6
First impression
H7
Meals
H8
Staff diversity
Figure 1: Research Model
However, the author only used six (06) factors to research for this study.
Those are respect and caring, effectiveness and continuity, appropriateness,
information, efficiency, first impression. Because the author had done pilot interview
about eight factors but interviewees gave feedbacks that we should drop two (02)
factors: meals and staff diversity. Their reason were meals which not server all
hospitals in Ho Chi Minh area, only Sai Gon International hospital is to server meals
on time for pregnant women. The others has a canteen in hospitals, if you want to
16
have a breakfast, dinner, lunch, you will order canteen for serving meals. In
additions, staff diversity factor is also not to use in hospitals. For the international
hospitals as Sai Gon international hospital or French – Vietnamese hospital have to
recruit staff diversity to server foreigner patient. With two factors that only are been
used for a hospital so that we cannot compare and design a questionnaire for all
hospitals. Therefore, the author did not use “Meals” factor and “Staff diversity”
factors in the maternity hospitals in Ho Chi Minh City. That is reason why the author
only used six factors for this study as follows:
Figure 2: Adjusted research model
17
This is table about factors which are been changed by names in study.
Table 2: Factors in study
Factors
The first factors
Names in study
Human and physical resources
1
Respect and Caring
2
Effectiveness and continuity
Effectiveness and continuity
3
Appropriateness
Facilities
4
Information
Information
5
Efficiency
The hospital charges
6
First impression
First impression
(Doctors & staffs)
Hypothesizes the adjusted model had redefined as follows:
H1: There are positive relationship between human and physical
resources (doctors & staffs) and customer satisfaction.
H2: There are positive relationship between effectiveness and
continuity and customer satisfaction
H3: There are positive relationship between facilities and customer
satisfaction
H4: There are positive relationship between information and customer
satisfaction
H5: There are positive relationship between the hospital charges and
customer satisfaction
H6: There are positive relationship between first impression and
customer satisfaction
18
Chapter Three – Research Method
1. The introduction about the maternity hospitals in Ho Chi Minh City
Nowadays, Ho Chi Minh City has many hospitals that serve the people. In
particular, the maternity hospitals are also one important part of the hospitals and
people can know as:
1.1
Tu Du hospital - 284 Cong Quynh, Dist 1, HCMC
Tu Du Hospital was a specialist maternity hospital where was established in
1923. In 1937, it was been built maternity hospital with named Maternite
Indochinoise (maternity hospital Indochina) by Professor Dr. George Cartoux
(French) director. On April 8, 2004, the hospital was renamed the Tu Du Hospital
with the total number of beds is 1,000. Today, Tu Du Hospital is been known as a
leading hospital of obstetrics and gynecology of the country, and is the largest center
gynecology in South. Tu Du Hospital is successful deployment of new achievements
in the medical field as follows: implementation of ultrasound in obstetrics and
gynecology, gynecological laparoscopic surgery (1990), established the Department
of Rehabilitation infants (1996), successful implementation of the method of in vitro
fertilization (1997), very preterm infant feeding method Kangaroo, genetics, etc.
1.2
Sai Gon international hospital – 63 Bui Thi Xuan, Dist 1, HCMC
Saigon International Hospital was established and started construction in
1996 and in 2000 it was been operated. This is a private maternity hospital. Saigon
International Hospital has modern equipment, full facilities, comfortable room, etc.
Since the beginning of hospital’s establishment, board of directors have confirmed
and defined the hospital that has to run well and effectiveness. Saigon International
Hospital will share good services for communities and society.
19
1.3
Hung Vuong hospital – 128 Hong Bang, Dist 5, HCMC
Hung Vuong hospital built in 1900, as a Maternity hospital. Hung Vuong
Hospital has functions:
Providing the highest level of reproductive health treatment and care
Performing scientific research, focusing on Reproductive Health
International Collaboration
Training under- and post-graduate fellows from medical and nursing
universities
Having the highest technical responsibility for 24 districts of HCMC
Besides, it is one of the first BABY FRIENDLY Hospitals in Vietnam: approved
since 1995
1.4
University Medical Center Hospital – 243 A Hoang Van Thu, Dist
Tan Binh, HCMC
University Medical Center Hospital established on March 31, 2002 based on
the cooperation contract between Ho Chi Minh City University of Medicine and
Mekong Obstetrics Hospital Limited Company. It is currently operating at 243A
Hoang Van Thu Street, Ward 1, Tan Binh District, and Ho Chi Minh City. Now it
has more than 200 beds, clinic, emergency room, labor room, laboratory, diagnostic
imaging, operating room and recovery rooms are equipped with modern machinery.
University Medical Center Hospital can perform the surgery in obstetrics,
gynecology, and laparoscopic surgery. Along with a team of professors, doctors,
industry experts specialized in Obstetrics, Gynecology, and Pediatric of hospital,
they trained basic in Vietnam and abroad. University Medical Center Hospital is
promoting the advantage of being a basis-leading specialist in the field of care for
women of all age a comprehensive way.
20
2. Scale
To measure customer satisfaction towards service quality of the maternity
hospitals in Ho Chi Minh City, we follow previous studies as mentioned above to
identify the scale of service quality and customer satisfaction.
2.1 Service quality scale
The research applied the concept of rating things with numerical scores. This
method gives us a number to express the level of satisfaction. Normally, scales of
five (5-point Liker scale) used to indicate the extreme dissatisfaction and extreme
satisfaction. The service quality model includes 30 observed variables adjusted for
measuring six dimensions of service quality as follows:
a. Human and physical resources (doctor & staff)
-
Employees respect the patient
-
Employees are friendly, polite when they respond patient's need
-
Employees are always willing to help the patient
-
Employees listen and solve quickly the complaining of patient
-
Employees ensure information confidentiality of patient
b. Effectiveness and continuity
-
The patient can touch and talk easy with hospital’s employees
-
Hospital has simple procedure, quickly time for hospitalize
-
Employees tried to control the patient’s pain when they were hurt
-
Employees are well-trained with high competence
-
Patients were allowed to participate in their decisions and
treatment
-
Patients were carefully instructed before leaving hospital
21
c. Facilities
-
The hospital has a quite space
-
Hospital employees look clean and are well-dressed
-
The hospital has modern equipment and technology
-
The hospital has clean room and tidy equipment
-
Equipment with utensils is full for mothers and newborn baby
-
The hospital has the necessary light
d. Information
-
The patient don’t have to fill out so many forms of admission
-
Phone system for calling employees is ready and in good
condition
-
The doctor informed the patient about the results of examination
testing, treatment
-
The patient gets the doctor to provide information quickly
e. The charges hospital
-
Hospital collects reasonable medical charges
-
The hospital charges is clear and easily to understand
-
Employees are available for their explaining about the hospital
charges
f. First impression
-
Hospital has reputation
-
Hospital is thoughtful of the patient
-
Hospital has modern equipment and facilities
-
The hospital has a lot of professional and good doctors
-
Hospital ‘s landscape is clean
22
-
The patient feels comfortable to contact with hospital’s
employees
2.2 Scale of customer satisfaction.
Based on Perception-Based Customer Satisfaction Model of
Athanassopoulos & Iliakopoulos (2003), scale of satisfaction has six
observed variables, these are:
- Do you satisfy with your maternity hospital?
- Do you satisfy with human and physical resources in hospital?
- Do you satisfy with effectiveness and continuity of hospital services?
- Do you satisfy with the hospital charges?
- Do you satisfy with facilities on service quality of hospital?
- Do you satisfy with information on service quality of hospital?
23
3. Research procedure
This is the research procedure that researcher has to do in order in this study.
Problem statement
Research question
Literature review
Research model
Field research
Methodology
Questionnaire
design
Pilot test
Questionnaire survey
conducting
Data processing and analysis
Findings and
recommendations
Figure 3: Research process
24
4. Questionnaire design
After reviewing theories and some empirical reports related to the research
problem, the questionnaire was designed which included three parts as follows:
Firstly, Part 01 includes common information about the maternity hospital, which
pregnant women or women gave birth within 6 months in the maternity hospital in
Ho Chi Minh City.
Secondly, Part 02 includes service quality and their satisfaction about maternity
hospital. Therefore, data from this part played an important role for whole research
process. There are 36 observed items where 30 first observed variables used to
measure the service quality based on KQCAH scale.
The last part of questionnaire helped us to classify interviewed objectives as career,
age and income.
Table 3: Coding variables in measurement scale
No.
Code
Description
Human and physical resources (Doctors & Staff)
1.
H1
Employees respect the patient
2.
H2
Employees are friendly, polite when they respond patient's need
3.
H3
Employees are always willing to help the patient
4.
H4
Employees listen and solve quickly the complaining of patient
5.
H5
Employees ensure information confidentiality of patient
Effectiveness and continuity
6.
E1
The patient can touch and talk easy with hospital’s employees
7.
E2
Hospital has simple procedure, quickly time for hospitalize
8.
E3
Employees tried to control the patient’s pain when they were hurt
9.
E4
Employees are well-trained with high competence
10.
E5
11.
E6
Patients were allowed to participate in their decisions and
treatment
Patients were carefully instructed before leaving hospital
Facilities
25
12.
F1
The hospital has a quite space
13.
F2
Hospital employees look clean and are well-dressed
14.
F3
The hospital has modern equipment and technology
15.
F4
The hospital has clean room and tidy equipment
16.
F5
Equipment with utensils is full for mothers and newborn baby
17.
F6
The hospital has the necessary light
Information
18.
I1
The patient don’t have to fill out so many forms of admission
19.
I2
Phone system for calling employees is ready and in good condition
20.
I3
The doctor informed the patient about the results of examination
testing, treatment
21.
I4
The patient gets the doctor to provide information quickly
The hospital charges
22.
T1
Hospital collects reasonable medical charges
23.
T2
The hospital charges is clear and easily to understand
Employees are available for their explaining about the hospital
charges
First impression
24.
T3
25.
FI1
Hospital has reputation
26.
FI2
Hospital is thoughtful of the patient
27.
FI3
Hospital has modern equipment and facilities
28.
FI4
The hospital has a lot of professional and good doctors
29.
FI5
Hospital's landscape is clean
30.
FI6
The patient feels comfortable to contact with hospital’s
employees.
Customer satisfaction
31.
S1
Do you satisfy with your maternity hospital?
32.
S2
Do you satisfy with human and physical resources in hospital?
33.
S3
Do you satisfy with effectiveness and continuity of hospital
services?
34.
S4
Do you satisfy with the hospital charges?
35.
S5
Do you satisfy with facilities on service quality of hospital?
26
36.
S6
Do you satisfy with information on service quality of hospital?
5. Sample size
Firstly, we conducted a pilot test on 20 pregnant women and women giving
birth within six (06) months. From their comments and suggestions, we completed
the final questionnaire design. We distributed 250 questionnaires to potential
respondents. We implemented the survey during one month and received 225
samples. After collecting data, we use the Statistical Package for Social Sciences
(SPSS) version 16 to code and refine the database.
6. Analysis techniques
6.1 Descriptive statistics
“Descriptive statistics are used by researchers to summarize and "describe"
data found during research. Typically, researchers deal with lots of data and
descriptive statistics provide a way for the researchers to summarize the main
properties of a large group of data into just a few numbers. This lets the researcher
show what the data are without tons and tons of numbers. Some examples of
descriptive statistics are frequency distributions, measures of center (i.e., mean,
median, and mode), range, and standard deviation.
6.2 Testing reliability of scale by Cronbach’s Alpha
Cronbach's α (alpha) is a coefficient of reliability. It is been commonly used
as a measure of the internal consistency or reliability of a psychometric test score for
a sample of examinees (Cronbach, 1951). A reliability coefficient is from 0.7 to 0.8
considered acceptability in most of social science application. Besides, the item-total
correlation coefficient of variable, which is less than 0.30, will be been rejected.
27
Many researchers found that the scale has 0.8 – 1.0 of reliability coefficient is a good
one.
6.3 Exploratory Factors Analysis (EFA)
After data collection was completed, descriptive statistics were been initially
conducted to provide an overview of the sample. Secondly, the reliability tests and
exploratory factor analysis (EFA) were been applied to analyze the data and conduct
a primary test of the validity and reliability of the instrument. The purpose of this test
is to assess the scales used to measure the constructs, i.e. to refine the measures; the
refinement is been based on reliability and dimensionality.
“Consider the accordance of EFA: KMO coefficient (Kaiser-Meyer-Olkin) is
a criterion for evaluating the accordance of the data for EFA. The EFA is appropriate
when 0.5 ≤ KMO ≤1” (Hoang et al., 2005). “A value of 0 indicates that the sum of
partial of correlations is large relative to the sum of correlations, indicating diffusion
in the pattern of correlations (hence, factor analysis is likely to be inappropriate). A
value close to 1 indicates that patterns of correlations are relatively compact and so
factor analysis should yield distinct and reliable factors” (Andy Field, 2009)
The criteria to determine the number of factors are been extracted: all
extraction factors must have Eigenvalue > 1. This standard is widely accepted as the
basic for adding or removing any factor (Kaiser, 1960, Rummell, 1970 – extract from
Hoang et al., 2008).
6.4 Multiple – Regression Analysis
On the purpose of find out the weighted score of each service quality’s
dimensions on total customer satisfaction, this research used multiple-regression as
efficient analysis tool. It also helps to reject inappropriate variables from original
model and rebuild new ones.
28
Chapter Four - Main Findings
1. Sample Description
There were totally 225 hard copies of questionnaires delivered and received
directly from respondents at hospitals. We summarize demographic characteristics of
the database:
1.1 Age description
With 225 questionnaires, the largest group of respondents (39.1%) were aged
26 to 30 years. The next largest group of respondents (37.3%) were aged 31 to 35
years. Smaller groups of respondents were aged 35 to 40 years (20%) and 20 to 25
years (3.6%).
Figure 4: Age description
29
1.2 Career description
Most of the respondents in this survey are officers in Ho Chi Minh city with
83.1%.
Figure 5: Career description
1.3 Income description
Figure 6: Income description
30
In this figure, the highest income is 43.1% with income over 7 million to 10
million VND. Next, there is 29.3% of income over 10 million VND and only 5.8% of
income under 4 million VND.
2. Descriptive Statistics
Descriptive statistics for each measurement item are reported in Tables
below including minimum, maximum, mean and standard deviation.
Table 4: Descriptive Statistics of Human and physical resources
Descriptive Statistics
Code
Item label
N
Min
Max
H1
Employees respect the patient
Employees are friendly, polite
when they respond patient's need
Employees are always willing to
help the patient
Employees listen and solve
quickly the complaining of patient
Employees ensure information
confidentiality of patient
Valid N (listwise)
Average
225
1.0
5.0
Std
Deviation
3.422
.863
225
1.0
5.0
3.378
.815
225
1.0
5.0
3.404
.819
225
1.0
5.0
3.204
.792
225
1.0
5.0
3.547
.865
H2
H3
H4
H5
Mean
225
3.391
We can see that the average Mean value in table 4 is 3.391. Comparing with
five (5) – maximum value, this average point is just above the average. Employees
respect the patient. They are friendly, polite and they are always willing to help the
patient. It means that pregnant women are also satisfied with human and physical
resources in the maternity hospital.
31
Table 5: Descriptive Statistics of Effectiveness and continuity
Descriptive Statistics
Code
E1
E2
E3
E4
E5
E6
Item label
The patient can touch and talk
easy with hospital’s employees
Hospital has simple procedure,
quickly time for hospitalize
Employees tried to control the
patient’s pain when they were hurt
Employees are well-trained with
high competence
Patients were allowed to
participate in their decisions and
treatment
Patients were carefully instructed
before leaving hospital
Valid N (listwise)
Average
N
Min
Max
Mean
225
1.0
5.0
3.182
225
1.0
5.0
3.431
225
1.0
5.0
3.382
225
1.0
5.0
3.809
225
1.0
5.0
3.467
Std
Deviation
0.875
0.919
0.889
0.787
0.850
225
1.0
5.0
3.689
0.854
225
3.493
We can see that the average Mean value in table 5 is 3.493. Comparing with
five (5) – maximum value, this average point is just above the average. In this
description, employees are well trained with high competence are highest (mean =
3.809). In general, pregnant women are satisfied with effectiveness and continuity.
32
Table 6: Descriptive Statistics of Facilities
Descriptive Statistics
Mean
Std
Deviation
1.0
5.0 3.2578
1.059
225
1.0
5.0 3.6978
225
1.0
5.0
225
1.0
5.0 3.5822
225
1.0
5.0 3.6578
225
1.0
5.0 3.7333
Code
Item label
N
Min
F1
The hospital has a quite space
Hospital employees look clean
and are well-dressed
The hospital has modern
equipment and technology
The hospital has clean room and
tidy equipment
Equipment with utensils is full for
mothers and newborn baby
The hospital has the necessary
light
Valid N (listwise)
Average
225
F2
F3
F4
F5
F6
Max
3.88
0.800
0.761
0.878
0.868
0.779
225
3.635
We can see that the average Mean value in table 6 is 3.635. Comparing with five
(5) – maximum value, this average point is not very high but overall most of pregnant
women are satisfied with facilities. For examples: the hospital has a quite space, clean
room, full equipment for mothers and new baby …
Table 7: Descriptive Statistics of Information
Descriptive Statistics
Code
I1
I2
I3
I4
Item label
The patient don’t have to fill out
so many forms of admission
Phone system for calling
employees is ready and in good
condition
The doctor informed the patient
about the results of examination
testing, treatment
The patient gets the doctor to
provide information quickly
Valid N (listwise)
Average
N
Min
Max
Mean
225
1.0
5.0 3.4622
225
1.0
5.0 3.3378
Std
Deviation
0.945
0.941
225
1.0
5.0 3.6578
0.734
225
1.0
5.0 3.5289
0.738
225
3.497
33
We can see that the average Mean value in table 7 is 3.497. Comparing with
five (5) – maximum value, this average point is just above the average. It means that
pregnant women are also satisfied with information of the maternity hospital.
Table 8: Descriptive Statistics of The hospital charges
Descriptive Statistics
Code
T1
T2
T3
Item label
N
Hospital collects reasonable
medical charges
The hospital charges is clear and
easily to understand
Employees are available for their
explaining about the hospital
charges
Valid N (listwise)
Average
Min Max
Mean
225
1.0
5.0 3.5244
225
1.0
5.0 3.8533
225
1.0
5.0 3.5289
Std
Deviation
0.866
0.682
0.785
225
3.636
The average Mean value in table 8 is 3.636. Comparing with five (5) – maximum
value, this average point is rather high. It means that overall most of pregnant women
are satisfied with the hospital charges. Because the hospital charges are reasonable,
clear, easily to understand and employees are available for their explaining.
Table 9: Descriptive Statistics of First impression
Descriptive Statistics
Code
FI1
FI2
FI3
FI4
FI5
FI6
Item label
Hospital has reputation
Hospital is thoughtful of the
patient
Hospital has modern equipment
and facilities
The hospital has a lot of
professional and good doctors
Hospital's landscape is clean
The patient feels comfortable to
N
Min
Mean
Std
Deviation
225
1.00 5.00 4.0711
0.728
225
1.00 5.00 3.5067
225
1.00 5.00 3.6667
225
1.00 5.00 3.9556
225
225
1.00 5.00 3.4489
1.00 5.00 3.3644
Max
0.768
0.773
0.817
0.828
0.797
34
contact with hospital’s employees
225
Valid N (listwise)
Average
3.669
We can see that the average Mean value in table 9 is 3.669. Comparing with
five (5) – maximum value, this average point is rather high and it is the highest
average point of factors. It means that overall most of pregnant women will have
impression about hospital when they come in there.
Table 10: Descriptive Statistics of Customer Satisfaction
Descriptive Statistics
Code
S1
S2
S3
S4
S5
S6
Do you satisfy with your
maternity hospital?
Do you satisfy with human and
physical resources in hospital?
Do you satisfy with effectiveness
and continuity of hospital
services?
Do you satisfy with the hospital
charges?
Do you satisfy with facilities on
service quality of hospital?
Do you satisfy with information
on service quality of hospital?
Valid N (listwise)
Average
N
Min
Max
Mean
Std
Deviation
225
1.0
5.0
3.6578
0.752
225
1.0
5.0
3.3511
0.805
225
1.0
5.0
3.6000
0.707
225
1.0
5.0
3.5422
0.801
225
1.0
5.0
3.4756
0.732
225
1.0
5.0
3.5467
0.687
225
3.5289
In this part, my thesis has six items, which was been used for measuring
customer satisfaction towards service quality of the maternity hospital in Ho Chi
Minh City. We can see that the average Mean value in table 10 is 3.5289. Comparing
with five (5) – maximum value, this average point is also high, it means that overall
most of pregnant women are satisfied with service quality of the maternity hospital.
3. Assessment and refinement of scale
35
3.1 Testing the reliability of service quality scale by Cronbach’s alpha
Table 11: Cronbach’s Alpha analysis of KQCAH scale
Scale
Cronbach's
Corrected
Squared
Observed Scale Mean if Variance if
Alpha if
Item-Total
Multiple
variable Item Deleted
Item
Item
Correlation Correlation
Deleted
Deleted
Human and physical resources variable group: Alpha = .861
H1
13.5333
7.018
.729
.632
.818
H2
13.5778
6.959
.807
.714
.798
H3
13.5511
6.972
.799
.672
.800
H4
13.7511
7.447
.699
.566
.827
H5
13.4089
8.350
3.99
.163
.901
Effectiveness and continuity variable group: Alpha = .819
E1
17.7778
10.415
.498
.339
.809
E2
17.5289
9.313
.684
.494
.767
E3
17.5778
9.575
.659
.455
.773
E4
17.1511
11.040
.446
.266
.817
E5
17.4933
10.260
.553
.322
.797
E6
17.2711
9.815
.665
.465
.773
Facilities variable group: Alpha = .841
F1
18.5511
9.775
.612
.487
.822
F2
18.1111
10.680
.694
.515
.802
F3
17.9289
11.682
.517
.359
.834
F4
18.2267
10.185
.713
.525
.796
F5
18.1511
10.798
.596
.398
.820
F6
18.0756
11.151
.613
.383
.817
Information variable group: Alpha = .793
I1
10.5244
4.295
.480
.245
.812
I2
10.6489
3.791
.652
.430
.718
I3
10.3289
4.400
.691
.562
.708
I4
10.4578
4.508
.642
.527
.729
The hospital charges variable group: Alpha = .718
T1
7.3822
1.719
.459
.267
.742
T2
7.0533
1.801
.682
.473
.782
T3
7.3778
1.825
.505
.355
.668
First impression variable group: Alpha = .741
FI1
17.9422
7.617
.386
.566
.729
FI2
18.5067
6.849
.562
.470
.681
FI3
18.3467
6.692
.602
.381
.669
FI4
18.0578
7.635
.310
.576
.752
FI5
18.5644
6.926
.479
.528
.705
FI6
18.6489
6.791
.548
.558
.684
36
The above table showed the reliable level of service quality scale. Firstly,
human and physical resources group included five (05) observed items; those are H1,
H2, H3, H4 and H5. All of them had accepted due to corrected item-total correlation
coefficient greater 0.3. Besides, Cronbach’s alpha was rather high to 0.86 (> 0.7),
therefore, human and physical resources’ component scale value reliable and could
be used for next analysis step.
Secondly, the study continued to consider the observed variable group Effectiveness and continuity. This component had six (06) variables in total. The
corrected item-total correlation coefficients are greater than 0.3 and Alpha = 0.82 (>
0.7). It showed that this component scale was reliable for factor analysis.
Thirdly, the observed group - Facilities has six (06) variables and Cronbach’s
alpha coefficient = 0.84 (> 0.7). Therefore, the scale value was reliability.
Next, the variable group was Information with four (04) variables and
Cronbach’s alpha coefficient = 0.79 (> 0.7). With five variable groups of service
quality, the hospital charges had Alpha coefficient = 0.72 (> 0.7). Because of that,
this group would continue into next analysis step.
Finally, first impression group also has six (06) variables and Cronbach’s
alpha coefficient = 0.74 (> 0.7). Therefore, there were no reasons to reject these
variables for factor analysis later.
In general, the Cronbach’s Alpha coefficients of service quality’s components
were greater than 0.7. It proved that this was a good scale. Thus, this study was been
continued with exploratory factor analysis as data reduction method.
37
3.2 Testing the reliability of customer satisfaction scale by Cronbach’s alpha.
Table 12: Cronbach’s Alpha analysis of customer satisfaction
Reliability Statistics
Cronbach's Alpha
N of Items
.855
6
Item-Total Statistics
Scale Mean if Scale Variance
Item Deleted if Item Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if Item
Deleted
S1
17.5156
8.349
.645
.831
S2
17.8222
8.031
.665
.827
S3
17.5733
8.299
.716
.819
S4
17.6311
9.011
.429
.872
S5
17.6978
8.203
.710
.819
S6
17.6267
8.333
.734
.816
The scale of customer satisfaction includes six (06) observed items.
Cronbach’s alpha was also rather high (0.855). Additionally, the corrected item total
correlation coefficient of each variable was also greater than 0.3. So, the results
indicates that the initial measurement set is correctly designed. The six items
representative to this dimension are closely related..
In addition, table 6 showed that percentage of customer satisfaction about
service quality of the maternity hospitals in Ho Chi Minh City.
38
Table 13: Frequency of customer satisfaction
Customer satisfaction
Percent
Valid
Percent
2.00
0.89
0.89
9.00
76.00
115.00
23.00
225.00
4.00
33.78
51.11
10.22
100.00
4.00
33.78
51.11
10.22
100.00
Frequency
Valid
1
2
3
4
5
Total
Cumulative
Percent
0.90
4.90
37.78
89.78
100.00
Figure 7: Frequency of customer satisfaction
From the above results, we can see about customer satisfaction rate in the
concentrated sample at the satisfaction (Mode = 4, Mean = 3.66). There are 23
customers that corresponding with 10.22% is strongly satisfied. Besides, only two
(02) customers with 0.89% are strongly dissatisfied about service quality of hospital.
39
3.3 Assessment on Service Quality Scale using EFA analysis
After assessing the reliability of scale by Cronbach’s alpha, the present study
continued with factor analysis. In this analysis, extraction method used, that was,
Principal component with varimax rotation.
Table 14: KMO and Bartlett’s test about service quality
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy
Bartlett's Test of
Sphericity
Approx.Chi-Square
df
Sig
0.927
4203.742
435
0.000
The service quality scale included six (06) main constructs and measured 30
observed variables. These variables met the allowed standard of reliability.
Exploratory Factors Analysis would re-assess the variability among observed
variables by each constructs.
KMO and Bartlett’s test in EFA analysis measured the sampling adequacy.
With KMO coefficient was rather high (0.927 > 0, 5) with significant of 0,000
showed that EFA analysis was appropriate.
With Principal component and Varimax rotation method, factor analysis had
extracted six factors from 30 observed variables. Then, by rejecting inappropriate
variables one by one, which had factor loadings coefficients less than 0.5 in model,
we had the final rotated component matrix table after 03 times for extracting as
follows:
40
Table 15: Rotated Component Matrixa
No.
Variable
1
2
3
4
5
6
7
8
9
10
11
H2
H3
H4
H1
FI1
FI4
T1
T2
I3
I4
I2
12
13
14
15
16
F3
F2
F5
FI5
FI6
Rotated Component Matrixa
Component
Human and
physical
Effectiveness
resources
and
Facilities Information
(Doctor &
continuity
Staff)
0.84
0.83
0.83
0.77
0.87
0.86
0.71
0.70
0.77
0.75
0.66
0.74
0.70
0.68
The
hospital
charges
0.81
0.68
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 5 iterations.
After factor analysis, the service quality of hospital scale based on KQCAH
model included 16 observed variables. From original six components of hospital
service, they were been regrouped and renamed as follows:
-
Group 1: H1, H2, H3, H4 - Human and physical resources (Doctors &
Staffs)
-
Group 2: T1, T2, FI1, FI4 - Effectiveness and continuity
-
Group 3: I2, I3, I4 - Facilities
41
-
Group 4: F2, F3, F5 - Information
-
Group 5: FI5, FI6 - The hospital charges
With total extracted variance of 74.713% (>50%), it indicated that five
factors were explained by 74.713% of data variability. These variables satisfied
requirements of convergent and discriminant validity due to factor loadings greater
than 0.5 and cross loadings (variable loads on multiple factor) differed by more than
0.3.
Table 16: Total variance explained
Total Variance Explained
Component
Initial Eigenvalues
%
Cumulative
Total
Variance
%
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
6.294
2.734
1.239
0.990
0.697
0.658
0.563
0.470
0.418
0.396
0.345
0.308
0.264
0.243
0.197
39.335
17.089
7.744
6.190
4.355
4.109
3.520
2.940
2.615
2.475
2.155
1.927
1.647
1.521
1.229
39.335
56.424
64.168
70.358
74.713
78.822
82.342
85.282
87.897
90.372
92.527
94.454
96.101
97.622
98.850
16
0.184
1.150
100.000
Extraction Sum of Squared
Loadings
%
Cumulative
Total
Variance
%
Rotation Sums of Squared
Loadings
%
Cumulative
Total
Variance
%
6.294
2.734
1.239
0.990
0.697
3.283
2.773
2.413
1.933
1.552
39.335
17.089
7.744
6.190
4.355
39.335
56.424
64.168
70.358
74.713
20.516
17.334
15.080
12.082
9.701
Extraction Method: Principle Component Analysis
This new scale considered as reliable one after computing reliability of each
group had had Alpha coefficients bigger 0.8.
42
20.516
37.850
52.930
65.012
74.713
Table 17: Cronbach’s Alpha analysis of factors
Item-Total Statistics
Scale mean
if
item
Deleted
H1
H2
H3
H4
T1
T2
FI1
FI4
I2
I3
I4
F2
F3
F5
FI5
FI6
Scale
Variance if
item Deleted
53.9644
54.0089
53.9822
54.1822
53.8622
53.5333
53.3156
53.4311
54.0489
53.7289
53.8578
53.6889
53.5067
53.7289
53.9378
54.0222
51.695
51.58
51.276
52.864
56.968
53.946
56.396
56.309
51.868
52.306
52.364
52.501
52.956
52.466
52.335
51.513
Corrected
Item-Total
Correlation
0.603
0.656
0.680
0.558
0.169
0.550
0.274
0.240
0.529
0.667
0.657
0.585
0.577
0.534
0.576
0.680
Squared
Multiple
Correlation
Cronbach's
Alpha if Item
Deleted
0.652
0.728
0.711
0.607
0.387
0.534
0.605
0.594
0.498
0.614
0.576
0.473
0.452
0.376
0.575
0.636
0.872
0.870
0.868
0.874
0.890
0.874
0.884
0.887
0.875
0.870
0.870
0.873
0.873
0.875
0.873
0.869
3.4 Assessment of Customer Satisfaction Scale through EFA analysis
The scale of customer satisfaction involved six (06) observed variables. After
testing Cronbach’s alpha, this scale met the reliable level. EFA analysis was been
used to test the convergence of observed variables.
Table 18: Component Matrix of customer satisfaction
Component Matrix
Component
1
S1
0.752
S2
0.797
S3
0.819
S4
0.553
S5
0.827
S6
0.840
Extraction Method: Principal Component Analysis
a. 1 components extracted
43
With Extraction method – Principle Component Analysis and rotation
technique, factor analysis extracted one (01) factor only which had factor loadings
coefficient from 0.55 to 0.84. Besides, KMO and Bartlett’s test in EFA analysis
measured the sampling adequacy. With KMO coefficient of customer satisfaction
was rather high (0.829 > 0. 5) with significant of 0.000 showed that EFA analysis
was appropriate.
Table 19: KMO and Bartlett’s test of customer satisfaction
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
Bartlett's Test of Sphericity
Approx. Chi-Square
df
Sig.
.829
625.788
15
.000
3.5 Research Model Adjustment
According to EFA analysis above, the components of service quality changed
from six (06) into five (05) factors and the number of observed variables reduced
from 30 into 16 explanatory variables. Therefore, the initial research model should
been adjusted. The new research model of hospital service quality also would have
05 constructs included: human and physical resources, effectiveness and continuity,
facilities, information and the hospital charges.
44
Human and
physical resources
(Staffs)
H1’
H5’
H2’
The hospital
charges
Effectiveness and
continuity
Customer
Satisfaction
H4’
Information
H3’
Facilities
Figure 8: Adjusted research model after EFA analysis
Hypothesis of adjusted model had redefined as follows:
H1’: There are positive relationship between human and physical
resources (doctors & staffs) and customer satisfaction.
H2’: There are positive relationship between effectiveness and
continuity and customer satisfaction
H3’: There are positive relationship between facilities and customer
satisfaction
H4’: There are positive relationship between information and
customer satisfaction
H5’: There are positive relationship between the hospital charges and
customer satisfaction
45
3.6 Testing the research model using
3.6.1. Correlation Matrix:
The first step of multiple regression analysis process, that is, considering the
linear correlation between observed variables. This has normally done with the aim
to pre-test the relationship between the dependent variable and independent
variables, and between independent variables before running the regression model.
Table 20: KMO and Bartlett’s test of new factors
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
Bartlett's Test of Sphericity
.878
Approx. Chi-Square
1996.378
Df
120
Sig.
.000
With KMO and Bartlett’s test after running regression model, this value was
to be greater than 0.8. According to Keiser a KMO measure of 0.9 - 1.0 is marvelous,
0.8 - 0.9 meritorious, 0.7 - 0.8 middling, 0.6 - 0.7 mediocre, 0.5-0.6 miserable,
(Marcus J.Schmidt, Svend Hollense, 2006). Therefore, the factor analysis is suitable
for this data set.
3.6.2. Regression Analysis:
Regression models:
Customer satisfaction = β0 + β1 (Staff) +β2 (Effectiveness and continuity) + β3
(Facilities) +β4 (Information) + β5 (The hospital charges) + error
Table 21: Model summary
Model Summary
Model
R
R
Square
Adjusted
R Square
Std. Error of
the Estimate
Change Statistics
R Square
Change
F
Change
df1
df2
0.829a
0.688
0.681
0.565
0.688
96.490
1
5
219
a. Predictors: (Constant), Human and physical resources, Effectiveness and continuity, Facilities,
Information, The hospital charges
Sig.F
Change
0.000
46
R-square is the percentage of variance in the dependent variable explained by
the collection of independent variables. R-square measures the proportion of the
variation in the dependent variable that was been explained by variations in the
independent variable.
The adjusted R square coefficient =0.681 showed that there was 68.1% .of
variance of dependent variable could be explained by independent variables. In other
word, 68.1% of variability about customer satisfaction explained by the linear
relationship with Human and physical resources (Doctors & Staff); Effectiveness and
continuity; Facilities; Information; The hospital charges. Besides, the Significant F
value was so small (.000), therefore we could conclude that the regression model was
appropriate with set of data.
Table 22: Coefficients
Coefficientsa
Model
Unstandardize
Standardized
Coefficients
Cofficients
B
1
(Constant)
Std.Erro
r
-1.675
.038
physical
.404
.038
Effectiveness and continuity
.451
Facilities
t
Sig.
Beta
.000
.000
.404
10.691
.000
.038
.451
11.942
.000
.348
.038
.348
9.223
.000
Information
.246
.038
.246
6.525
.000
The hospital charges
.374
.038
.374
9.894
.000
Human
and
resources
a.Dependent Variable: Customer Satisfaction
Equation model has evaluated and verified the suitability of the model. The
independent variables were been predicted well for customer satisfaction. Exposure
levels were been arranged in descending levels as follows: effectiveness and
continuity, human and physical resources, the hospital charges, facilities and
information. Thus,
47
-
Human and physical resources have a significant to impact on customer
satisfaction (β1 = 0.404, t = 10.691, sig. = 0.000).
-
Effectiveness and continuity have a significant to impact on customer
satisfaction (β2 = 0.451, t = 11.942, sig. = 0.000).
-
Facilities have a significant to impact on customer satisfaction (β3 = 0.348, t
= 9.223, sig. = 0.000).
-
Information have a significant to impact on customer satisfaction (β4 =
0.246, t = 6.525, sig. = 0.000).
-
The hospital charges have a significant to impact on customer satisfaction
(β5 = 0.374, t = 9.894, sig. = 0.000).
The beta coefficients had positive signal reflected that factors, in regression model,
were directly proportional to the satisfaction of customer. Which one is 5%, all
variables accepted (sig.< 0.05) therefore they would be affected on customer
satisfaction.
Table 23: Anova
ANOVAb
Model
1
Sum of
Squares
154.06
df
Mean Square
F
Sig.
5.00
30.81
96.49
0.00
Residual
69.94
219.00
0.32
Total
224.00
224.00
Regression
a. Predictors: (Constant), Human and physical resources, Effectiveness and continuity,
Facilities, Information, The hospital charges
b. Dependent Variable: Customer satisfaction
48
3.7. Comparison of customer satisfaction level between the maternity hospitals
Figure 9: Comparison customer satisfaction level between the maternity
hospitals
49
As the chart above, Tu Du hospital has strongly satisfied with 4% about
service quality of maternity hospital. Next, University Medical Center hospital –
branch 4 with 2.67%, Hung Vuong hospital with 1.78%, Sai gon international
hospital with 1.33% and the others with 0.44%. Although Tu Du hospital also has
evaluated with dissatisfy about service quality (3.56%) but the pregnant women or
women gave birth baby still believe in this hospital because Tu Du hospital was one
of the best famous hospitals in Vietnam with the professional doctors. Besides, the
charges hospital of Tu Du is always cheaper than hospitals so Tu Du hospital gains
the advantage of the highest satisfaction on the service quality of maternity hospital
in Ho Chi Minh City.
University Medical Center hospital – branch 4 also has evaluated with high
satisfaction behind Tu Du hospital. However, the charges hospital in there is rather
expensive and there no use the state’s health insurance card so that is one
disadvantage of hospital. However, the pregnant women or women gave birth still
evaluate good service quality about facilities, human and physical resources,
effectiveness and continuity. Although the hospital charges of this hospital is higher
price than Tu Du hospital but it is still cheaper than Sai Gon international hospital.
Moreover, pregnant women or women gave birth can be assured about service
quality of this hospital.
Hung Vuong hospital is the third rank after Tu Du hospital and University
Medical Center hospital – branch 4 about service quality of the maternity hospital
(1.78%). Customers can use the state’s health insurance card for giving birth baby in
there, reducing the charges hospital. However, two hospitals always overload the
pregnant women or women prepare to have new baby. Therefore, the quality of
service would not be responded well to customers.
50
Sai Gon International hospital is a modern hospital where has more
equipment, good room, good service, etc. However, the hospital charges are too high
price for customers. If customers have income over 10 million, they will ready to go
to this hospital. Moreover, this hospital will refuse pregnant women whom have bad
problems during pregnancy and they will move to Tu Du hospital or Hung Vuong
hospital for treatment. This shows that Sai Gon international hospital has no
professional in treatment because this hospital is afraid of affecting to hospital’s
reputation. Therefore, Sai Gon International hospital is not overloaded and has more
room for serving in case of easily pregnant women.
Here are four hospitals where customers want to come for taking care babies
and pregnant women. Every hospital has different strengths and weaknesses but all
hospitals are always to serve patients. Nowadays, there are private hospitals where
expanded and developed to serve customers, for examples: Vu Anh international
hospital, An Sinh hospital, Hanh Phuc hospital …These hospitals have just
established after the public hospitals but they have known about good service for
customer satisfaction. So based on factors in this study, the hospital should be
considered and improved about their service quality to customers. Besides, customer
satisfaction about service quality of the maternity hospital will also affect and
influence to introduce the other customers. Here is figure 10 of introduction to the
maternity hospital when customer feels satisfy.
51
Figure 10: Introduction of customer
3.8 Discussion of results
The data have been collected using KQCAH scale from 225 samples to
measure service quality of the maternity hospital in Ho Chi Minh City. Besides, five
(05) factors of service quality in the maternity hospital have affected customer
satisfaction. In addition, effectiveness and continuity (β2 = 0.451), next to human
and physical resources (β1 = 0.404), the hospital charges (β5 = 0.374), facilities (β3
= 0.348) and information (β4 = 0.246). Moreover, customer satisfaction rate in the
concentrated sample at the satisfaction (Mode = 4, Mean = 3.66). There are 23
customers that corresponding with 10.22% is strongly satisfied. The important
practical implications of my thesis is that it brings information about the
measurement of
customer satisfaction and human and physical resources, the
hospital charges, facilities and information, and also the relationships between them.
In addition, the research findings help the maternity hospitals that improve better the
quality of service with more improvement and effectiveness. As the results, this
research provides evidence to confirm that human and physical resources, the
hospital charges, facilities and information are been positively related to customer
52
satisfaction. Moreover, customer satisfaction towards the quality of service is a
valuable tool for the maternity hospital and assesses their service effectiveness. And
based on those factors in this study, the maternity hospitals should improve in order
of priority as effectiveness and continuity, human and physical resources, the
hospital charges, facilities and information. For examples: firstly effectiveness and
continuity: when customers have a problem, they normally believe that this hospital
could solve it. Therefore, doctors should show sincere interest in solving the problem
to help them to reduce their worry. Secondly, human and physical resources can
quickly analyze the pregnant women and do the right things for the recovery of the
pregnant women and babies. They are always worried regarding their needs and
wants. Thus, human and physical resources should have enough knowledge and
customer’s relationship to answer customer’s questions. Next, the hospital charges
are also a problem, which customers want to know. Now, a few public hospitals use
the State’s health insurance card to reduce cost for patients. Thus, the private
hospitals or public hospitals should have policy for using this card. This is also a
good condition to use State’s health insurance card for payment and develop
insurance department in society. Besides, customers expect that hospital should neat
and clean, for examples: clean the floor every day, supply new clothes for patients,
change blanket, pillow, etc… The hospital has modern equipment, full clothes for
mothers and babies, comfortable room, etc... That is also an advantage to towards the
quality of service. Finally, about information, the hospital employees should inform
the customer regarding their exact problems and when services will be performed.
Otherwise customers get tension, worries and beget lack of confidence. So the timing
should be informed to the customer regarding the service of the customer.
53
Chapter Five – Conclusion and Recommendation
1.
Conclusion
This thesis studies on “Measuring customer satisfaction towards service
quality of the maternity hospitals in Ho Chi Minh City”. The results have identified
and evaluated the determinants effecting on customer satisfaction. This thesis also
has an important significance for the maternity hospital so that they can understand
more clearly about pregnant women demands. Besides the maternity hospital would
have a strategy to solve this problem to improve the quality of service. The study
identified five factors of the maternity hospitals in Ho Chi Minh area. The findings of
the study reveal that the pregnant women, women giving birth within 6 months in the
maternity hospitals and their customer satisfaction want to have a good service
quality.
As the results of this research, service quality of the maternity hospital, which
has good, serving attitude of human and physical resources, effectiveness and
continuity, the hospital charges, facilities, information and caring for pregnant
women and babies, will make the customer feel more satisfied, safe and want to
continue for using that maternity hospital.
2.
Recommendations:
To gain benefit and maintain the sustainable development, the maternity
hospitals have suitable plan to improve better service quality. To achieve this, the
hospitals must make the customer feel satisfy to use the service and recommend to
others. In the current situation, measuring of patient satisfaction is becoming
important in the health care organization. The maternity hospitals in particular and
the general hospital should consider both perspectives: quality and cost. Maternal
54
satisfaction measurement can help us to discover what people think about our
hospital, allowing us to take the appropriate steps to keep customers. Thus, some of
the ideas improve the service quality of the maternity hospital as follows: firstly,
there is always a suggestion box and a hot line 24/24 for customer requesting in
everywhere in hospital. Employees should supply quickly information about
treatment of customer to reduce their anxiety. There is a customer service department
to answer or explain the pregnant women’s information. Besides, this department
can help them in maternal problem such as treatment, pregnancy care, pregnancy
consultant, babies’ health care, and women after giving birth. Information is
necessary to contact between the maternity hospital and pregnant women. Secondly,
hospital should build and invest for good infrastructure to serve the pregnant women
and babies. More customers want to have a comfortable private room with full
facilities and they can spend a lot of money for that service. That is why new
hospitals have more advantages to attract customers by comfortable facilities.
However, increased cost mainly comes from initial investment in new equipment and
computer software, large number of labor hours needed to run the system, and initial
staff training cost. Thirdly, the maternity hospital should use to widen the state’s
health insurance card for customer to reduce treatment cost. Next, the maternity
hospital has training classes for employees to satisfy customers. Besides, the
hospitals must create favorable conditions for leaders; key staffs that complete their
learning in the country and foreign management. The maternity hospitals have policy
about good salary level or bonus level to encourage and motivate employees. In
addition, hospital needs invest in equipment, application new diagnostic and
treatment techniques for professional managing. This is also increasing effectiveness
and continuity in hospital.
55
In general, the hospital has good service system, including improved
customer satisfaction, improved information system, and improved facilities (room,
clothes for mother and baby, light, etc.)…Besides, if the hospital can serve food for
customer on time, the hospital will have advantage about service system because
now there is only Sai Gon International hospital for serving food. With human and
physical resources, effectiveness and continuity, the hospital charges, facilities,
information and caring for pregnant women and babies, will make the customer feel
more satisfied. Therefore, the hospital must have a strategy for improving better
service quality.
3.
Research Limitations:
Similar to other studies, this study also has its own limitations. There were
some limitations in research process as follows:
This research just carried out in Ho Chi Minh area from August
2012 to January 2013.
Opinions expressed by the pregnant women or women gave
birth in different the maternity hospitals were not considered
separately.
The above limitations are suggestions for next research order to have more
comprehensive and better evaluation on customer satisfaction for the maternity
hospitals in general in Vietnam.
56
References
Auckland – Health service consumer research (2008), “Maternity Services
Consumer
Satisfaction
Survey
Report”
–
http://www.nzdoctor.co.nz/media/6422/maternity-services-consumer-survey-report2007.pdf
Aaron K. Offei, Central Regional Health & Cynthia Bannerman, Institutional
Care Division Ghana Health Service & Kumi Kyeremeh, Eastern Regional Health
Directorate – “HEALTHCARE QUALITY ASSURANCE MANUAL”
Babakus, E., & Mangold, W.G., (1992), “Adapting the SERVQUAL Scale to
Hospital Services: An Empirical Investigation,” Health Services Research, 26 (6), 767786.
Brown TJ, Churchill GA, Peter JP. (1993). Improving the measurement of
service quality. Journal of Retailing, 69 (1):127– 39.
Carman, J.M., (1990), “Consumer Perceptions of Service Quality: An
assessment of the SERVQUAL dimensions,” Journal of Retailing, 66 (Spring), 33-55.
Boulding W., Karla A., Staelin R. and Zeithaml V.A. (1993). A Dynamic
Process Model of Service Quality: From Expectations to Behavioural Intentions.
Journal of Marketing Research, 30(1), 7-27.
Cronin & Taylor. (1992), Measuring Service Quality: A Reexamination and
Extension, Journal of Marketing, 56 pages.
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests.
Psychometrika, 16(3), 297-334.
Carrillat A. F., F. J., and J. P. (2007). The validity of the SERVQUAL and
SERVPERF scales: A meta-analytic view of 17 years of research across five
continents, International Journal of Service Industry Management, Vol. 18 No. 5, page
472-490.
57
Faculty of Health Care Sciences, Kingston University & St. George's Hospital
Medical School, St. George's Hospital, London, United Kingdom – “What determines
quality in maternity care? Comparing the perceptions of childbearing women and
midwives”
Grönroos, (1984) "A Service Quality Model and its Marketing Implications",
European Journal of Marketing, Vol. 18 Iss: 4, pp.36 – 44.
Hoàng Trọng & Chu Nguyễn Mộng Ngọc, (2008). Phân tích dữ liệu nghiên cứu
với SPSS. Nhà xuất bản Hồng Đức – trường Đại học Kinh Tế
Hartline MD, Ferrell OC. (1996). The management of customer contact
employees: an empirical investigation. J Mark;60: page 52 – 70.
Hair et al., (1998), “Multivariate data analysis, “Prentice Hall, New Jersey, USA
International Organization for Standardization, “Quality management principles,
“http://www.iso.org/iso/iso_catalogue/management_standards/iso_9000_iso_14000/qm
p.htm
Kottler and Keller (2010), Designing and Managing service, Marketing
Management
(385-413), New York. McGraw Hill.
Marcus J.Schmidt, Svend Hollense, (2006), “Marketing research, An
international approach”, Pearson education, p.318
Parasuraman A., Valarie Zeithaml & Leonard Berry, (1988), “SERVQUAL: A
Multiple-Item Scale for Measuring Customer Perceptions of Service Quality,” Journal
of Retailing, 64 (Spring) 12-40.
Parasuraman A., Valarie Zeithaml & Leonard Berry, (1985), “A Conceptual
Model of Service Quality and Its Implication for Further Research,” Journal of
Marketing, 49 (Fall) 41-50.
Parasuraman, Z. And B. (1990). Delivering Quality Service: Balancing
Customer Perceptions and Expectations, New York: The Free Press, 256 pp.
58
Lewis, R.C. & Booms, B.H. (1983) The marketing aspects of service quality. In:
L. BERRY et al. (Eds), Emerging Perspectives on Services Marketing (New York,
AMA).
Oliver, Richard L. (1997), Satisfaction: A Behavioural Perspective on the
Consumer, New York: McGraw Hill.
Schroeder, Roger G., (2003), “Operations Management: Contemporary concepts
and Cases, “2nd Ed., McGraw Hill/Irwin
Victor Sower, JoAnn Duffy, William Kilbourne, Gerald Kohers & Phyllis Jones,
(2001), “The Dimensions of Service Quality for Hospitals: Development and - Use of
the KQCAH Scale,” Health Care Management Review, 26 (2), 47-59.
Vanessa A. Theurer - UTAH STATE UNIVERSITY Logan, Utah (2011),
“Improving Patient Satisfaction in a Hospital Foodservice System Using Low-Cost
Interventions: Determining Whether a Room Service System is the Next Step”
Tabachnick, B. G., & Fidel, L. S. (1996), “Using multivariate statistics,” NY:
Harpers Collins
And the following web links:
http://www.jcaho.org
http://www.bvdaihoc.com.vn/bv/news.asp?bvdh.umc=Tinmoi&action=23
http://tudu.com.vn/
http://sihospital.com.vn/
http://hungvuong.com.vn
http://www.alleydog.com/glossary/definition.php?term=Descriptive%20Statistics#i
xzz25M0SEx7X (Descriptive Statistics)
59
Appendix
Appendix 1: Cronbach’s Alpha analysis of KQCAH scale
Scale
Corrected
Squared
Cronbach's
Observed Scale Mean if Variance if
Item-Total
Multiple
Alpha if Item
variable Item Deleted
Item
Correlation
Correlation
Deleted
Deleted
Human and physical resources variable group: Alpha = .861
H1
13.5333
7.018
.729
.632
.818
H2
13.5778
6.959
.807
.714
.798
H3
13.5511
6.972
.799
.672
.800
H4
13.7511
7.447
.699
.566
.827
H5
13.4089
8.350
3.99
.163
.901
Effectiveness and continuity variable group: Alpha = .819
E1
17.7778
10.415
.498
.339
.809
E2
17.5289
9.313
.684
.494
.767
E3
17.5778
9.575
.659
.455
.773
E4
17.1511
11.040
.446
.266
.817
E5
17.4933
10.260
.553
.322
.797
E6
17.2711
9.815
.665
.465
.773
Facilities variable group: Alpha = .841
F1
18.5511
9.775
.612
.487
.822
F2
18.1111
10.680
.694
.515
.802
F3
17.9289
11.682
.517
.359
.834
F4
18.2267
10.185
.713
.525
.796
F5
18.1511
10.798
.596
.398
.820
F6
18.0756
11.151
.613
.383
.817
Information variable group: Alpha = .793
I1
10.5244
4.295
.480
.245
.812
I2
10.6489
3.791
.652
.430
.718
I3
10.3289
4.400
.691
.562
.708
I4
10.4578
4.508
.642
.527
.729
The hospital charges variable group: Alpha = .718
T1
7.3822
1.719
.459
.267
.742
T2
7.0533
1.801
.682
.473
.782
T3
7.3778
1.825
.505
.355
.668
First impression variable group: Alpha = .741
FI1
17.9422
7.617
.386
.566
.729
FI2
18.5067
6.849
.562
.470
.681
FI3
18.3467
6.692
.602
.381
.669
FI4
18.0578
7.635
.310
.576
.752
FI5
18.5644
6.926
.479
.528
.705
FI6
18.6489
6.791
.548
.558
.684
60
Appendix 2: Descriptive Statistics of KQCAH scale
Descriptive Statistics
N
Minimum Maximum
Mean
Std.
Deviation
H1
225
1.00
5.00
3.4222
.86316
H2
225
1.00
5.00
3.3778
.81528
H3
225
1.00
5.00
3.4044
.81885
H4
225
1.00
5.00
3.2044
.79225
H5
225
1.00
5.00
3.5467
.86541
E1
225
1.00
5.00
3.1822
.87507
E2
225
1.00
5.00
3.4311
.91900
E3
225
1.00
5.00
3.3822
.88924
E4
225
1.00
5.00
3.8089
.78712
E5
225
1.00
5.00
3.4667
.85042
E6
225
1.00
5.00
3.6889
.83512
F1
225
1.00
5.00
3.2578
1.05866
F2
225
1.00
5.00
3.6978
.80025
F3
225
1.00
5.00
3.8800
.76111
F4
225
1.00
5.00
3.5822
.87813
F5
225
1.00
5.00
3.6578
.86770
F6
225
1.00
5.00
3.7333
.77919
I1
225
1.00
5.00
3.4622
.94474
I2
225
1.00
5.00
3.3378
.94096
I3
225
1.00
5.00
3.6578
.73390
I4
225
1.00
5.00
3.5289
.73819
T1
225
1.00
5.00
3.5244
.86632
T2
225
1.00
5.00
3.8533
.68191
T3
225
1.00
5.00
3.5289
.78508
FI1
225
1.00
5.00
4.0711
.72845
FI2
225
1.00
5.00
3.5067
.76835
FI3
225
1.00
5.00
3.6667
.77344
FI4
225
1.00
5.00
3.9556
.81710
FI5
225
1.00
5.00
3.4489
.82825
FI6
225
1.00
5.00
3.3644
.79652
Valid N
(listwise)
225
61
Appendix 3: Descriptive Statistics of customer satisfaction scale
Descriptive Statistics
Code
S1
S2
S3
S4
S5
S6
N
Do you satisfy with your
maternity hospital?
Do you satisfy with human and
physical resources in hospital?
Do you satisfy with effectiveness
and continuity of hospital
services?
Do you satisfy with the hospital
charges?
Do you satisfy with facilities on
service quality of hospital?
Do you satisfy with information
on service quality of hospital?
Valid N (listwise)
Average
Min
Max
Std
Deviation
Mean
225
1.0
5.0 3.6578
225
1.0
5.0 3.3511
225
1.0
5.0 3.6000
0.752
0.805
0.707
225
1.0
5.0 3.5422
225
1.0
5.0 3.4756
225
1.0
5.0 3.5467
0.801
0.732
0.687
225
3.5289
Appendix 4: Cronbach’s Alpha analysis of customer satisfaction scale
Scale
Observed
Mean if
Scale Variance
variable
Item
if Item Deleted
Deleted
Corrected
Squared
Cronbach's
Item-Total
Multiple
Alpha if Item
Correlation
Correlation
Deleted
Customer satisfaction variable group: Alpha = .855
S1
17.5156
8.349
.645
.441
.813
S2
17.8222
8.031
.665
.552
.827
S3
17.5733
8.299
.716
.541
.819
S4
17.6311
9.011
.429
.274
.872
S5
17.6978
8.203
.710
.612
.819
S6
17.6267
8.333
.734
.617
.816
62
Appendix 5: Regression Analysis
Model Summary
Std. Error of the
Model
R
R Square
Adjusted R Square
Estimate
.829a
1
.688
.681
.565
a. Predictors: (Constant), Human and physical resources, Effectiveness and continuity,
Facilities, Information, The hospital charges
Coefficients
Model
Unstandardize
Standardized
Coefficients
Cofficients
B
1
(Constant)
Std.Error
-1.675
.038
.404
.038
.451
continuity
t
Sig.
Beta
.000
.000
.404
10.691
.000
.038
.451
11.942
.000
.348
.038
.348
9.223
.000
Facilities
.246
.038
.246
6.525
.000
Information
.374
.038
.374
9.894
.000
Human and physical
resources
Effectiveness
and
The hospital charges
a.Dependent Variable: Customer Satisfaction
ANOVAb
Sum of
Model
df
Mean Square
F
Sig.
Squares
Regression
1
Residual
Total
154.06
5.00
30.81
69.94
219.00
0.32
224.00
224
96.49
.000a
a. Predictors: (Constant), Human and physical resources, Effectiveness and continuity,
Facilities, Information, The hospital charges
b. Dependent Variable: Customer satisfaction
63
Appendix 6: Questionnaire
Questionnaire
Hello! My name is Nguyen Thi Thanh Binh, a member of MBA10 class,
International University-VNU. Now, I am doing my thesis with the name of topic
“MEASURING CUSTOMER SATISFACTION TOWARDS SERVICE QUALITY
OF MATERNITY HOSPITAL IN HO CHI MINH CITY”. Please help me to fill up
the below questionnaire. Information are given is confidential and will only be used for
academic purpose. Your cooperation in providing true information and honest views is
been appreciated.
Part 01
Q1. Have you ever come to maternity hospital in HCMC?
Yes
No (If No, stop; If Yes: continue Q.2)
Q2. Which maternity hospital will you think first to visit there? (Please choose the only
one)
1.Tu Du hospital
2.Hung Vuong hospital
3.Sai Gon international hospital
4.University Medical Center hospital – branch 4
5.The others
Part 2
Q3. Based on the questionnaire below, please let us know about human and physical
resources that your assessment on service quality of maternity hospital you chose in Q2
in part 1.
1. Strongly dissatisfied 2. Dissatisfy 3. Normal 4. Satisfy 5. Strongly satisfied
Item
1
2
3
4
5
Employees respect the patient
Employees are friendly, polite when they respond patient's
64
need
Employees are always willing to help the patient
Employees listen and solve quickly the complaining of patient
Employees ensure information confidentiality of patient
Q4. Based on the questionnaire below, please let us know about the coordination
between departments that your assessment on service quality of maternity hospital you
chose in Q.2.
1. Strongly dissatisfied 2. Dissatisfy 3. Normal 4. Satisfy
5. Strongly satisfied
The patient can touch and talk easy with hospital’s
employees
Hospital has simple procedure, quickly time for
hospitalize
Employees tried to control the patient’s pain when they
were hurt
Employees are well-trained with high competence
Patients were allowed to participate in their decisions
and treatment
Patients were carefully instructed before leaving
hospital
Q5. Based on the questionnaire below, please let us know about facilities that your
assessment on service quality of maternity hospital you chose in Q2.
1. Strongly dissatisfied 2. Dissatisfy 3. Normal 4. Satisfy
5. Strongly satisfied
The hospital has a quite space
Hospital employees look clean and are well-dressed
The hospital has modern equipment and technology
The hospital has clean room and tidy equipment
Equipment with utensils is full for mothers and newborn baby
The hospital has the necessary light
Q6. Based on the questionnaire below, please let us know about information that your
assessment on service quality of maternity hospital you chose in Q2.
1. Strongly dissatisfied 2. Dissatisfy 3. Normal 4. Satisfy
5. Strongly satisfied
The patient don’t have to fill out so many forms of admission
65
Phone system for calling employees is ready and in good
condition
The doctor informed the patient about the results of examination
testing, treatment
The patient gets the doctor to provide information quickly
Q7. Based on the questionnaire below, please let us know about the hospital charges
that your assessment on service quality of maternity hospital you chose in Q2.
1. Strongly dissatisfied 2. Dissatisfy 3. Normal 4. Satisfy
5. Strongly satisfied
Hospital collects reasonable medical charges
The hospital charges is clear and easily to understand
Employees are available for their explaining about the hospital
charges
Q8. Based on the questionnaire below, please let us know about first impression that
your assessment on service quality of maternity hospital you chose in Q2.
1. Strongly dissatisfied 2. Dissatisfy 3. Normal 4. Satisfy
5. Strongly satisfied
Hospital has reputation
Hospital is thoughtful of the patient
Hospital has modern equipment and facilities
The hospital has a lot of professional and good doctors
Hospital's landscape is clean
The patient feels comfortable to contact with hospital’s
employees.
Q9. Based on the questionnaire below, please let us know about totally service
quality that your assessment on service quality of maternity hospital you chose in Q2
1. Strongly dissatisfied 2. Dissatisfy 3. Normal 4. Satisfy
5. Strongly satisfied
Do you satisfy with your maternity hospital?
Do you satisfy with human and physical resources in hospital?
Do you satisfy with effectiveness and continuity of hospital
services?
Do you satisfy with the hospital charges?
Do you satisfy with facilities on service quality of hospital?
Do you satisfy with information on service quality of hospital?
66
Q10. You are willing to introduce service quality of your maternity hospital to others
or not.
1. Never introduce
2. Normal
3. May be
4. Ready
5. Quite ready
Part 3
1. Name:
2. Address:
3. Phone number:
4. Email:
5. Ages:
1. From 20 to 25
2.From 26 to 30
3.From 31 to 35
4.From 36 to 40
6. Occupation
Housewife
Worker
Officer
Others
7. How much is your income?
Under 4 million VND
From 4 million – 7 million
Over 7 million – 10 million
Over 10 million
Thank you for your cooperation!
67
[...]... women want to have service quality of the maternity hospital in Ho Chi Minh City? How did the maternity hospitals take care for women giving birth? What do pregnant women expect service quality of the maternity hospitals? That is the reason for the author to choose this research topic: MEASURING CUSTOMER SATISFACTION TOWARDS SERVICE QUALITY OF THE MATERNITY HOSPITALS IN HO CHI MINH CITY 3 Research... Chi Minh City because the author is a pregnant woman The author also wants to know service quality of the maternity hospital in Ho Chi Minh City to choose hospital for giving birth next year Therefore, the author wants to measure customer satisfaction and evaluates the service quality of the maternity 1 hospitals in Ho Chi Minh City In addition, implications about study for the maternity hospitals... months in the maternity hospital in Ho Chi Minh City Continuing to correct maternity hospitals to improve level of better quality services and caring for pregnant women and babies 6 Research structure The structure of the thesis consist five chapters: Chapter 01: Introduction Chapter 1 introduces about service quality of the maternity hospital industry in Ho Chi Minh City This part will include the reasons... Research Method 1 The introduction about the maternity hospitals in Ho Chi Minh City Nowadays, Ho Chi Minh City has many hospitals that serve the people In particular, the maternity hospitals are also one important part of the hospitals and people can know as: 1.1 Tu Du hospital - 284 Cong Quynh, Dist 1, HCMC Tu Du Hospital was a specialist maternity hospital where was established in 1923 In 1937, it... objective Identify determinants of service quality of the maternity hospital in Ho Chi Minh City area Identify customer satisfaction towards service quality Recommend some solutions for maternity hospitals to improve better service quality for pregnant women 4 Scope The scope of present research includes measuring the quality services and evaluating customer satisfactions for the pregnant women or... within 6 months in the maternity hospital in Ho Chi Minh City The total duration time for implementing this study is about 05 months (from August 2012 to January 2 2013); the data collection was been conducted in the maternity hospitals in Ho Chi Minh City area 5 Implication of research Measuring the service quality and evaluating customer satisfactions for the pregnant women or women gave birth within... Customer satisfaction, service quality, maternity hospital, pregnant women x xi Chapter one – Introduction 1 Introduction The hospital industry is one of the fastest growing industries today Hospital managers have to understand the quality and the value of services offering to their consumers The positive consequences of companies achieving high levels of customer satisfaction and service quality are... service quality of the maternity hospital Besides, it is to determine the hospital service quality from the pregnant women’s viewpoints and the relative importance of quality dimensions to improve better service quality for pregnant women and babies This study was been conducted with 225 respondents who are pregnant women or women giving birth within 6 months in the maternity hospitals in Ho Chi Minh. .. hospitals, children’s hospitals, seniors' (geriatric) hospitals, maternity hospitals and hospitals for dealing with specific medical needs such as psychiatric problems (see psychiatric hospital) , certain disease categories such as cardiac, oncology, or orthopedic problems, and so forth Moreover, the hospitals are been developed in Vietnam However, the author wants to focus the maternity hospital in Ho Chi Minh. .. built maternity hospital with named Maternite Indochinoise (maternity hospital Indochina) by Professor Dr George Cartoux (French) director On April 8, 2004, the hospital was renamed the Tu Du Hospital with the total number of beds is 1,000 Today, Tu Du Hospital is been known as a leading hospital of obstetrics and gynecology of the country, and is the largest center gynecology in South Tu Du Hospital .. .MEASURING CUSTOMER SATISFACTION TOWARDS SERVICE QUALITY OF THE MATERNITY HOSPITAL IN HO CHI MINH CITY In Partial Fulfillment of the Requirements of the Degree of MASTER OF BUSINESS ADMINISTRATION... topic: MEASURING CUSTOMER SATISFACTION TOWARDS SERVICE QUALITY OF THE MATERNITY HOSPITALS IN HO CHI MINH CITY Research objective Identify determinants of service quality of the maternity hospital. .. Vietnam However, the author wants to focus the maternity hospital in Ho Chi Minh City because the author is a pregnant woman The author also wants to know service quality of the maternity hospital in
Ngày đăng: 23/10/2015, 15:38
Xem thêm: Measuring customer satisfaction towards service quality of the maternity hospital in ho chi minh city, Measuring customer satisfaction towards service quality of the maternity hospital in ho chi minh city