Service Quality and Re-visit Intention

Abstract

The outcomes of service quality such as customer satisfaction and subsequent re-visit intention are two of the most important indicators of organizational performance in the present competitive health care market. This article provides a holistic overview of customer experience of service quality in private hospitals as well as the implications of the same on the behavioural outcomes (e.g., customer satisfaction and re-visit intention) of customers. In this study, we identify the relative importance of critical service quality dimensions from customers' perspective and examine the relationship between service quality and re-visit intention. A gap analysis was carried out to compare the service quality of a charitable hospital with that of a corporate hospital. A standard questionnaire covering 26 service quality variables was administered to a sample of 120 respondents in two hospitals in Mumbai. Findings suggest that the major factors that influence service quality are related to direct patient care such as hospital facilities, availability of doctors and the behaviour of staff. We suggest that service providers need to understand the critical role of human interaction in health care. Moreover, it is vital to consider all the stakeholders (including attendants and visitors) in service design and delivery as they act as participants in the service delivery process.