A COMPARISON ON SERVICE QUALITY PERFORMANCE OF SUBANG JAYA MEDICAL CENTER AND SUNWAY MEDICAL CENTER
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ABSTRACT
Service quality has been voted essential for its impact towards profitability, yet service shall not improve unless it is measured. Health-care Services also needs assessment. Therefore, the main objective of this study is to measure service quality performance of Subang Jaya Medical Center and Sunway Medical Center, two prominent hospitals located in the adjacent area of Subang Jaya. Aside, SERVPERF Predictive Validity Testing, investigation of service quality – future retention, and also service dimensions’ order of improve shall also be resolved all. SERVPERF is employed as theoretical framework of this study. Questionnaires was designed with 15 main service items as proposed by Babakus and Mangold (1992), and then distributed in two hospitals researched. Findings of this research show that SERVPERF was accurate in predicting costumers’ perception towards hospitals service quality. However, efficacy of item 13 in questionnaire was doubted, in which this calls for further research on this issues. Positive relationship between service quality and future visit was identified. Generally, both hospitals perform well on service quality with tangibles dimension scored highest. Empathy dimension scored lowest. Both hospitals were found to perform badly on being sympathetic and reassuring in encountering trouble patients. SUNMED outperforms in tangibles items but in all other items, SJMC prevails over SUNMED. Customers were found to vote responsiveness as the most important, assurance as the second least important, and followed by tangibles as the least important – dimension. In concluding remarks, the superiority of SJMC towards SUNMED in almost all service items was assumed grounds by more experience SJMC in this industry given the longer time operation towards SUNMED. Intelligent resource allocation on the most important dimensions admitted by customers is recommended to both hospitals. However, SUNMED advised to exploit its superiority in tangibles dimension to control patients’ perception towards its service quality performance.
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Bachelor of Arts (Hons) In Marketing
Number 1