Zone of Tolerance for Healthcare Services: A Diagnostic Model of Public and Private Hospital Service Quality

• Autorzy: Halil Nadiri , Kashif Hussain
• Języki publikacji: EN

Abstrakty

EN

This study compares the quality of services provided by public and private hospitals in North Cyprus. The paper describes the zone of tolerance for patients' service expectations and determines patient satisfaction level for public and private hospitals. The 'zone of tolerance' is recognized in the service-quality literature as representing a range of expectations (desired and adequate) and an area of acceptable outcomes in service interactions. The patient satisfaction level of public and private hospitals is identified and compared. The conceptual model, HEALTHZOT, is presented in this study and the results demonstrate that the evaluation of services can be scaled according to different types of expectations - 'desired' and 'adequate' - and that patients use these two types of expectations as a comparison standard in evaluating healthcare services. The results obtained for public and private hospital services represent a narrow zone of tolerance. Patients' 'perceived service received' in public hospitals was lower when compared to private hospital services. The results of an exploratory factor analysis reveal that the SERVQUAL model is found to be unidimensional for both the public and private hospitals in this study. The results, managerial implications and future research implications are discussed below in detail.(original abstract)

Słowa kluczowe

EN

Quality; Quality of services; Customer satisfaction; Health care; Hospital service; Public hospitals; Private hospitals

PL

Jakość; Jakość usług; Satysfakcja klienta; Opieka zdrowotna; Szpitalnictwo; Szpitale publiczne; Szpitale niepubliczne

• Czasopismo: Argumenta Oeconomica
• Rocznik: 2016
• Numer: nr 2 (37)
• Strony: 245--280

Twórcy

autor

Halil Nadiri

• Cyprus International University

autor

Kashif Hussain

• UCSI University Kuala Lumpur Campus

Bibliografia

• Aagja, J. A., Garg, R., Measuring Perceived Service Quality for Public Hospitals (PubHosQual) in the Indian Context, "International Journal of Pharmaceutical and Healthcare Marketing", 4(1), pp. 60-83, 2010.
• Aaker, D. A., Kumar, V., Day, G. S., Marketing Research (5th Ed). John Wiley, New York 1995.
• Ali, F., Zhou, Y., An Assessment of the Perceived Service Quality: Comparison of Islamic and Conventional Banks at Pakistan, "International Journal of Innovation and Business Strategy", 2 [Online, Accessed 07 July 2014] Avaliable at: <http://www.ibs.utm.my/ijibs/index.php/ijibs/pages/view/current>, 2013.
• Ali, F. Hussain, K., Omar, R., Diagnosing Customers Experience, Emotions and Satisfaction in Malaysian Resort Hotels, "European Journal of Tourism Research", 12, pp. 25-40, 2015.
• Ali, F., Khan, A., Rehman, F., An Assessment of the Service Quality Using Gap Analysis: A Study Conducted at Chitral, Pakistan, "Interdisciplinary Journal of Contemporary Research in Business", 4(3), pp. 259-266, 2012.
• Ali, F., Zhou, Y., Hussain, K., Nair, P. K. Ari Ragavan, N., Does Higher Education Service Quality Effect Student Satisfaction, Image and Loyalty?, "Quality Assurance in Education", 24(1), pp. 70-94, 2016.
• Amin, M., Nasharuddin, S. Z., Hospital Service Quality and Its Effects on Patient Satisfaction and Behavioural Intention, "Clinical Governance: An International Journal", 18(3), pp. 238-254, 2013.
• Amin, M., Yahya, Z., Ismayatim, W. F. A., Nasharuddin, S. Z., Kassim, E., Service Quality Dimension and Customer Satisfaction: An Empirical Study in the Malaysian Hotel Industry, "Services Marketing Quarterly", 34(2), pp. 115-125, 2013.
• Andaleeb, S., Service Quality Perceptions and Patient Satisfaction: A Study of Hospitals in a Developing Country, "Social Science and Medicine", 52(9), pp. 1359-1370, 2001.
• Angur, M. G., Nataraajan, R. Jahera, Jr. J. S., Service Quality in the Banking Industry: An Assessment in a Developing Economy, "The Journal of Services Marketing", 13(2), pp. 132-150, 1999.
• Ashill, N. J., Carruthers, J., Krisjanous, J., Antecedents and Outcomes of Service Recovery Performance in a Public Health-care Environment, "Journal of Services Marketing", 19(5), pp. 293-308, 2005.
• Asubonteng, P., McCleary, K. J., Swan, J. E., SERVQUAL Revisited: A Critical Review of Service Quality, "The Journal of Services Marketing", 10(6), pp. 62-81, 1996.
• Aulakh, P. S., Kotabe, M., An Assessment of Theoretical and Methodological Developments in International Marketing, "Journal of International Marketing", 1(2), pp. 5-28, 1993.
• Babakus, E., Mangold, G. W., Adapting the SERVQUAL Scale to Hospital Services: An Empirical Investigation, "Health Services Research", 26(6), pp. 767-86, 1992.
• Babukus, E., Boller, G. W., An Empirical Assessment of SERVQUAL Scale, "Journal of Business Research", 24(3), pp. 253-268, 1992.
• Bandura, A., Health Promotion from the Perspective of Social Learning Theory, "Psychology and Health", 13(4), pp. 623-649, 1988.
• Barsky, J. D., Labagh, R., A Strategy for Customer Satisfaction, "The Cornell Hotel and Restaurant Administration Quarterly", 35(3), pp. 32-40, 1992.
• Berry, L. L., Parasuraman, A., Marketing Services. The Free Press, New York 1991.
• Boulding, W., Kalra, A., Staelin, R., Zeithaml, V. A., A Dynamic Process Model of Service Quality: From Expectations to Behavioural Intentions, "Journal of Marketing Research", 30(1), pp. 7-27, 1993.
• Bowers, M. R., Swan, J. E., Koehler, W. F., What Attributes Determine Quality and Satisfaction with Health Care Delivery, "Health Care Management Review", 19(4), pp. 49-55, 1994.
• Bowers, M. R., Swan, J. E., Taylor, J. A., Influencing Physician Referrals, "Journal of Health Care Marketing", 14(3), pp. 42-50, 1994.
• Campbell, S. M., Roland, M. O., Buetow, S. A., Defining Quality of Care, "Social Science and Medicine", 51(11), pp. 1611-1625, 2000.
• Carman, J. M., Consumer Perceptions of Service Quality: An Assessment of the SERVQUAL Dimensions, "Journal of Retailing", 66(Spring), pp. 33-55, 1990.
• Caruana, A., Ewing, M. T., Ramaseshan, B., Assessment of the Three-column Format SERVQUAL: An Experimental Approach, "Journal of Business Research", 49, pp. 57-65, 2000.
• Cavana, R. Y., Corbett, L. M., Lo, (Glenda) Y. L., Developing Zones of Tolerance for Managing Passenger Rail Service Quality, "International Journal of Quality and Reliability Management", 24(1), pp. 7-31, 2007.
• Chahal, H., Kumari, N., Development of Multidimensional Scale for Health Care service quality (HCSQ) in Indian Context, "Journal of Indian Business Research", 2(4), pp. 230-255, 2010.
• Choi, K. S., Cho, W. H., Lee, S., Lee, H., Kim, C., The Relationship among Quality, Value, Satisfaction and Behavioral Intention in Health Care Provider Choice: A South Korean Study, "Journal of Business Research", 57(8), pp. 913-921, 2004.
• Churchill, A. G., A Paradigm for Developing Better Measures of Marketing Constructs, "Journal of Marketing Research", 16(1), pp. 64-73, 1979.
• Coate, L. E., Implementing Total Quality Management in a University Setting: TQM at Oregon State University, "Journal for Quality and Participation", 13(6), pp. 90-95, 1990.
• Cronin, J. J., Taylor, S. A., Measuring Service Quality: A Reexamination and Extension, "Journal of Marketing", 56(3), pp. 55-68, 1992.
• Cronin, J. J., Taylor, S. A., SERVPERF versus SERVQUAL: Reconciling Performance-based and Perceptions-minus-expectations Measurement of Service Quality, "Journal of Marketing", 58(1), pp. 125-131, 1994.
• Curry, A. Sinclair, E., Assessing the Quality of Physiotherapy Services Using SERVQUAL, "International Journal of Health Care Quality Assurance", 15(4/5), pp. 197-207, 2002.
• Dean, A. M., The Applicability of SERVQUAL in Different Health Care Environments, "Health Marketing Quarterly", 16(3), pp. 1-21, 1999.
• DeCarvalho, F. A., Leite, V. F., Attribute Importance in Service Quality: An Empirical Test of the PBZ Conjecture in Brazil, "International Journal of Service Industry Management", 10(5), pp. 487-504, 1999.
• Donabedian, A., Evaluating the Quality of Medical Care, "The Milbank Quarterly", 83(4), pp. 691-729, 2005.
• Ekinci, Y., Prokopaki, P., Cobanoglu, C., Service Quality in Cretan Accommodations: Marketing Strategies for the UK Holiday Market, "International Journal of Hospitality Management", 22(1), pp. 47-66, 2003.
• Fornell, C., A National Customer Satisfaction Barometer: The Swedish Experience, "Journal of Marketing", 56(1), pp. 6-21, 1992.
• Gaur, S. S., Xu, Y., Quazi, A., Nandi, S., Relational Impact of Service Providers' Interaction Behavior in Health Care, "Managing Service Quality", 21(1), pp. 67-87, 2011.
• Gill, L., White, L., A Critical Review of Patient Satisfaction, "Leadership in Health Services", 22(1), pp. 8-19, 2009.
• Gronroos, C., A Service Quality Model and Its Marketing Implications, "European Journal of Marketing", 18(4), pp. 36-44, 1984.
• Guldner, M., Rifkin, S., Sustainability in the Health Sector, Part I: Vietnam Case Study. Save the Children Fund, London 1993.
• Gummesson, E., Truths and Myths in Service Quality, "Journal for Quality and Participation", 14(4), pp. 28-33, 1991.
• Hackl, P., Westlund, A. H., On Structural Equation Modelling for Customer Satisfaction Measurement, "Total Quality Management", 11(4/5/6), pp. 820-825, 2000.
• Hair, J. F., Anderson, R. E., Tatham, R. L., Grablowsky, B. J., Multivariate Data Analysis with Readings. Petroleum Publishing Company, Oklahoma 1979.
• Halstead, D., Page, T. J. Jr., The Effects of Satisfaction and Complaining Behaviour on Consumers Repurchase Behaviour, "Journal of Satisfaction, Dissatisfaction and Complaining Behaviour", 5, pp. 1-11, 1992.
• Horowitz, M. D., Rosensweig, J. A., Jones C. A., Medical Tourism: Globalization of the Healthcare Marketplace, "Medscape General Medicine", 9(4), pp. 33-44, 2007.
• Jackson, J., Chamberlin, J., Kroenke, K., Predictors of Patients' Satisfaction, "Social Science and Medicine", 52(4), pp. 609-620, 2001.
• Johnston, R., The Zone of Tolerance - Exploring the Relationship between Service Transactions and Satisfaction with the Overall Service, "International Journal of Service Industry Management", 6(2), pp. 46-61, 1994.
• Jun, M., Peterson, R. T., Zsidisin, G. A., The Identification and Measurement of Quality Dimensions in Health Care: Focus Group Interview Results, "Health Care Management Review", 23(4), pp. 81-96, 1998.
• Karatepe, O. M., Avci, T., Measuring Service Quality in the Hotel Industry: Evidence from Northern Cyprus, "Anatolia: An International Journal of Tourism and Hospitality Research", 13(1), pp. 19-32, 2002.
• Katircioglu, S. T., International Tourism, Higher Education, and Economic Growth: The Case of North Cyprus, "The World Economy", 33, pp. 1955-1972, 2010.
• Katircioğlu, S., Higher Education and Health Care Development: The Case of Northern Cyprus, "Applied Research in Quality of Life", 9, pp. 605-616, 2014.
• Katircioğlu, S., Fethi, S., Caner, H., Testing the Higher Education-led Growth Hypothesis in a Small Island: An Empirical Investigation from a New Version of the Solow Growth Model, "Quality & Quantity, 48(2)", pp. 729-744, 2014.
• Kennedy, J. R., Thirkell, P. C., An Extended Perspective on the Antecedents of Satisfaction, "Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behaviour", 1, pp. 2-9, 1988.
• Kilbourne, W., Duffy, J. A., Duffy, M., Giarchi, G., The Applicability of SERVQUAL in Cross-national Measurements of Health-care Quality, "Journal of Services Marketing", 18(7), pp. 524-533, 2004.
• Kozak, M., Karatepe, O. M., Avci, T., Measuring the Quality of Airline Services: Evidence from Northern Cyprus, "Tourism Analysis", 8, pp. 75-87, 2003.
• Kumar, K., Subramanian, R., Yauger, C., Examining the Market Orientation-performance Relationship: A Context-specific Study, "Journal of Management", 24(2), pp. 201-233, 1998.
• Lam, S. S. K., SERVQUAL: A Tool for Measuring Patients' Opinions of Hospital Service Quality in Hong Kong, "Total Quality Management", 8(4), pp. 145-152, 1997.
• Lam, T., Zang, H. Q., Service Quality of Travel Agents: The Case of Travel Agents in Hong Kong, "Journal of Tourism Management", 20, pp. 341-349, 1998.
• LeBlanc, G., Factors Affecting Customer Evaluation of Service Quality in Travel Agencies: An Investigation of Customer Perceptions, "Journal of Travel Research", 30(4), pp. 10-16, 1992.
• Legoherel, P., Quality of Tourist Services: The Influence of Each Participating Component on the Consumer's Overall Satisfaction Regarding Tourist Services During a Holiday. Proceedings of the Third International Conference on Tourism and Hotel Industry in Indo-China and Southeast Asia: Development, Marketing and Sustainability, Thailand, pp. 47-54, 1998.
• Licata, J. W., Mowen, J. C., Chakraborty, G., Diagnosing Perceived Quality in the Medical Service Channel: Marketing Lens Model Brings Complex Exchanges into Sharper Focus, "Journal of Health Care Marketing", 15(4), pp. 42-49, 1995.
• Likert, R., A Simple and Reliable Method of Scoring the Turnstone Attitude Scales, "Journal of Social Psychology", 5, pp. 228-238, 1934.
• Lim, P. C., Tang, N. K. H., A Study of Patients' Expectations and Satisfaction in Singapore Hospitals, "International Journal of Health Care Quality Assurance", 13(7), pp. 290-299, 2000.
• Lo, Y. L., Cavana, R. Y., Corbett, L. M., Quality and Customer Satisfaction in Passenger Rail Services: Developing Zones of Tolerance for Managing Quality. IFSAM Conference, Gold Coast, Queensland, Australia 2002.
• Locker, D., Dunt, D., Theoretical and Methodological Issues in Sociological Studies of Consumer Satisfaction with Medical Care, "Social Science and Medicine", 12(4), pp. 283-292, 1978.
• Lovelock, C., Wright, L., Principals of Services Marketing and Management. New Jersey: Prentice Hall, New Jersey 1999.
• Lytle, R. S., Mokwa, M. P., Evaluating Health Care Quality: The Moderating Role of Outcomes, "Journal of Health Care Marketing", 12(1), pp. 4-14, 1992.
• Markovic, S., Raspor, S., Measuring Perceived Service Quality Using SERVQUAL: A Case Study of the Croatian Hotel Industry, "Management", 5(3), pp. 195-209, 2010.
• McAlexander, J. H., Kaldenberg, D. O., Koenig, H. F., Service Quality Measurement, "Journal of Health Care Marketing", 14(3), pp. 34-39, 1994.
• Murti, A., Deshpande, A., Srivasta, N., Service Quality, Customer (Patient) Satisfaction and Behavioural Intention in Health Care Services: Exploring the Indian Perspective, "Journal of Health Management", 15(1), pp. 29-44, 2013.
• Nadiri, H., Customers' Zone of Tolerance for Retail Stores, "Service Business", 5(2), pp. 113-137, 2011.
• Nadiri, H., Kandampully, J., Hussain, K., Zone of Tolerance for Banks: A Diagnostic Model of Service Quality, "The Service Industries Journal", 29(11), pp. 1547-1564, 2009.
• Nadiri, H., Hussain, K., Perceptions of Service Quality in North Cyprus Hotels, "International Journal of Contemporary Hospitality Management", 17(6), pp. 469-480, 2005.
• Norusis, M. J., Advance Statistics Guide: SPSS X. McGraw Hill, New York 1985.
• Nunnally, J C., Psychometric Theory. McGraw-Hill Book Company, New York 1978.
• O'Connor, S. J., Trinh, H. Q., Skewchuk, R. M., Perceptual Gaps in Understanding Patient Expectations for Health Care Service Quality, "Health Care Management Review", 25(2), pp. 7-23, 2000.
• Oliver, R. L., A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions, "Journal of Marketing Research", 17(4), pp. 460-469, 1980.
• Parasuraman, A., Customer-orientated Organizational Culture: A Key to Successful Services Marketing [in:] M. Venkatesan, M., Schmalensee, M. D., Marshall, C. (eds.) Creativity in Services Marketing: What's New, What Works, What's Developing. American Marketing Association, Chicago 1986.
• Parasuraman, A., Assessing and Improving Service Performance for Maximum Impact: Insights from a Two-decade-long Research Journey, "Performance Measurement and Metrics", 5(2), pp. 45-52, 2004.
• Parasuraman, A., Berry, L. L., Zeithaml, V. A., Refinement and Reassessment of the SERVQUAL Scale, "Journal of Retailing", 67(4), pp. 420-450, 1991.
• Parasuraman, A., Zeithaml, V. A., Berry L. L., SERVQUAL: A Multiple-item Scale for Measuring Consumer Perceptions of Service Quality, "Journal of Retailing", 64(1), pp. 12-40, 1988.
• Parasuraman, A., Zeithaml, V. A., Berry, L. L., A Conceptual Model of Service Quality and Its Implications for Future Research, "Journal of Marketing", 49(4), pp. 41-50, 1985.
• Parasuraman, A., Zeithaml, V. A., Berry, L. L., Alternative Scales for Measuring Service Quality: A Comparative Assessment Based on Psychometric and Diagnostic Criteria, "Journal of Retailing", 70(41), pp. 201-203, 1994.
• Patterson, P. G., Johnson, L. W., Disconfirmation of Expectations and the Gap Model of Service Quality: An Integrated Paradigm, "Journal of Satisfaction, Dissatisfaction and Complaining Behavior", 6, pp. 90-99, 1993.
• Peter, J. P., Reliability: A Review of Psychometric Basics and Recent Marketing Practices, "Journal of Marketing Research", 16(1), pp. 6-17, 1979.
• Ramsaran-Fowdar, R. R., The Relative Importance of Service Dimensions in a Health Care Setting, "International Journal of Health Care Quality Assurance", 21(1), pp. 104-124, 2008.
• Reidenbach, R. E., Sandifer-Smallwood, B., Exploring Perceptions of Hospital Operations by a Modified SERVQUAL Approach, "Journal of Health Care Marketing", 10(4), pp. 47-55, 1990.
• Rose, R. C, Uli, F., Abdul, M., Ng, K. L., Hospital Service Quality: A Managerial Challenge, "International Journal of Health Care Quality Assurance", 17(3), pp. 146-159, 2004.
• Roshnee, R., Fowdar, R., Assessing the Influence of Switching Barriers on Patients' Expectations and Tolerance Zone, "International Journal of Health Care Quality Assurance", 26(3), pp. 236-249, 2013.
• Sewell, N., Continuous Quality Improvement in Acute Health Care: Creating a Holistic and Integrated Approach, "International Journal of Health Care Quality Assurance", 10(1), pp. 20-26, 1997.
• Silvestro, R., Applying Gap Analysis in the Health Service to Inform the Service Improvement Agenda, "International Journal of Quality and Reliability Management", 22(3), pp. 215-233, 2005.
• State Planning Office, Statistical Yearbook: Turkish Republic of Northern Cyprus. Nicosia: State Printing Press, 2011.
• Stevens, P., Knutson, B., Patton, M., DINESERV: A Tool for Measuring Service Quality in Restaurants, "The Cornell Hotel and Restaurant Administration Quarterly", 36(2), pp. 56-60, 1995.
• Stodnick, M., Marley, K. A., A Longitudinal Study of the Zone of Tolerance, "Managing Service Quality", 23(1), pp. 25-42, 2013.
• Sultan, P., Wong, H. Y., Antecedents and Consequences of Service Quality in a Higher Education Context: A Qualitative Research Approach, "Quality Assurance in Education", 21(1), pp. 70-95, 2013.
• Teas, K. R., Expectations as a Comparison Standard in Measuring Service Quality: An Assessment of a Reassessment, "Journal of Marketing", 58(1), pp. 32-139, 1994.
• Teas, R. K., DeCarlo, T. E., An Examination and Extension of the Zone of Tolerance Model: A Comparison to Performance-based Models of Perceived Quality, "Journal of Services Research", 6(3), pp. 272-286, 2004.
• Walker, J., Baker, J., An Exploratory Study of a Multi-expectation Framework for Services, "Journal of Services Marketing", 14(5), pp. 411-431, 2000.
• Weingarten, S., Stone, E., Green, A., Pelter, M., Nessim, S., Huang, H., Kristopaitis, R., A Study of Patient Satisfaction and Adherence to Preventive Care Practice Guidelines, "The American Journal of Medicine", 99(6), pp. 590-596, 1995.
• Wu, L. W., Wang, C. Y., Satisfaction and Zone of Tolerance: The Moderating Roles of Elaboration and Loyalty Programs, "Managing Service Quality", 22(1), pp. 38-57, 2012.
• Yap, K. B., Sweeney, J. C., Zone-of-tolerance Moderates the Service Quality-outcome Relationship, "Journal of Services Marketing", 21(2), pp. 137-148, 2007.
• Yavas, U., Karatepe, O. M., Babakus, E., Exploring the Role of Organizational and Personal Resources in Explaining Nurse Performance in Public Hospitals in the Turkish Republic of Northern Cyprus, "Journal of Health Management", 16(1), pp. 1-12, 2014.
• Zeithaml, V., Parasuraman, A., Berry, L. L., Delivering Quality Service: Balancing Customer Perceptions and Expectations. The Free Press, New York 1990.
• Zeithaml, V. A., Bitner, M. J., Services Marketing (3rd ed.). McGraw Hill, New York 2003.
• Zeithaml, V.A., Berry, L. L., Parasuraman, A., The Nature and Determinants of Customer Expectations of Service, "Journal of the Academy of Marketing Science", 21(1), pp. 1-12, 1993.
• Zifko-Baliga, G. M., Krampf, R. F., Managing Perceptions of Hospital Quality, "Marketing Health Services", 17(1), pp. 28-35, 1997.
• Zineldin, M., The Quality of Health Care and Patient Satisfaction: An Exploratory Investigation of the 5Qs Model at Some Egyptian and Jordanian Medical Clinics, "International Journal of Health Care Quality Assurance", 19(1), pp. 60-92, 2006.

Identyfikatory

DOI

10.15611/aoe.2016.2.10