Measuring Service Quality and Customer Satisfaction at a Public Hospital in Cavite

Authors: John Paul Peter Z. Caronan, Marvin L. Reyes, and Gerry M. Castillo

Abstract: This study was conducted to measure the service quality and customer satisfaction on General Emilio Aguinaldo Memorial Hospital. It aimed to (1) determine the importance and impact of service quality and customer satisfaction; (2) identify the most important dimensions of service quality that affect customer satisfaction; (3) measure the satisfaction level of customer; and (4) recommend some guidelines that may ensure the quality of services on General Emilio Aguinaldo Memorial Hospital.There were 100 randomly selected respondents of the study; 50 for the in-patient respondents and also 50 for the out-patient respondents. The data were collected through the use of survey questionnaire. The survey questionnaire has the respondent’s expectation and the respondent’s perception. Based on the data collected, the study revealed that the hospital did not meet the expectation of the respondents. For the in-patients’ respondents’ expectation, the dimension such as knowledge and behavior of the personnel (assurance) got the highest mean score. And for the perception, assurance got the highest mean score. For the out-patients’ expectation, respondents have a very high expectation on the physical aspects (tangibles). When it comes to perception, responsiveness had the highest score. Combining the data for the expectation of in-patient and out-patient respondents, tangibles had perceived the highest score. It means that, patients in the hospital have a very high expectation in terms of its physical appearance, medical equipment experienced and knowledge personnel, and communication materials used in rendering and promoting efficient services. Tangible was followed by assurance, then responsiveness, and reliability. Empathy got the lowest score, which means that respondents did not expect to provide individual attention of personnel. When it comes to perception, Responsiveness got the highest score which include the willingness of the staff to help and to serve the patients and they are never too busy to respond to the request of their patients. Next to responsiveness was tangible, and then followed by empathy and assurance. Reliability was revealed to have the lowest score among this dimension. With that, it can be concluded that sometimes, hospitals do not comply with its promised time to do or provide good service to their patients. The study used Likert scale to determine the customer satisfaction. Through the use of Likert scale rating, the researchers’ determined the satisfaction level obtained by the hospital given by the respondents’ perception.  The study revealed that the hospital did not meet the expectation of the respondents and there is only a minimal gap score to meet the respondents’ expectation. Based on the respondents’ perception to know the customer satisfaction using Likert scale, the respondents are being satisfied on the service that the hospital gives to them. 

Keywords: SERVQUAL, Gaps Model, Assurance, Empathy, Reliability, Responsiveness and Tangible