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Introduction

The hospital market has today changed from a sellers' market to a buyers' market, where the patient is all-important. Therefore to achieve patient satisfaction, the hospital has to develop itself technologically, as well as become more serviceoriented. It is essential for a hospital to reach out to its customers (patients), if it wants to survive the competition between different private hospitals. This can be achieved only by building a bridge of trust between the hospital and the community, so that the community can crossover to the hospital. One needs to understand the fact that patients do not flock to a hospital just because its services are cheap, but because of its good name and good image. Unlike customers of other service sectors who use the services provided to them of their own free will, and part with their money happily, the hospital customer is forced to be a customer because of his illness and parts with his money unhappily. The hospital therefore needs to take this difference into account while dealing with their patients. In private hospitals the patients gets a chance to interact with practically everybody from the receptionists, admission staff, doctors, nurses, ward boys, ayahs, ambulance, personnel, billing staff, among others. To stay ahead of the competition, it is essential to keep the customer happy. Only satisfying the customer needs and wants and delighting the customer by exceeding his expectations with unanticipated benefits can achieve success. If the performance exceeds expectations, the customer is highly satisfied or delighted. Therefore on applying this concept to the hospital sector, "Customer satisfaction in a hospital is basically a state of mind of the patient. It is the ability of your hospital service to meet the expectations of the patient. Customer delight is all about exceeding the expectations of the patients to make him highly satisfied with the hospital". The need to achieve patient satisfaction has made hospitals realize the importance of healthcare marketing. Private Hospitals are therefore today making efforts to determine what healthcare customers need, tailoring their services to meet those needs and then attracting patients to use these services Moreover successful

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hospital of today pay more concentration on Customer satisfaction for the purpose of providing a better service experience to its consumer.

Origin of the Report:

This research work is being done by our research firm to identify the customer satisfaction or service experience of private hospitals and the perception about it. So that if any company wants to build any private hospitals they can come to us and get help from this research paper.

Objectives Of The Report:

The broad and over all objective of this report is to provide with an over view of the learning from the survey and research work, so that the theoretical learning can be related with the real life business situation. The research conducted here is to find out how factors influence the service experience in private hospitals.

1.3 Scope Of The Study

This report renders a close analytical view of Real Market. The report is written from the point of view of survey analysis, and a step to measure the choice criteria and perception of the people towards Private hospitals.

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1.4 Methodology:
a) Here we will collect data from the consumers. b) Then following quantitative method will be applied to analysis the data. Analysis

Defining the Consumer Behavior Problem
At first we conduct an Exploratory (Qualitative) marketing research to identify some necessary steps for having a clear concept about our main purpose or objective of the study. 1. Collected necessary information’s from secondary data like from internet, newspaper, previous research papers on that matter etc.

2. Identified the most important factors. For an example  Trust  Empathy  Attention  Affordibility

3. Build hypothesis on the key elements relevant to the problem.

4. Make questioners on the basis of hypothesis to get the primary data from the respondents. 3

5. After getting the information we analyzed the data by using statistical and graphical model.

1.5 Limitations:

The major limitations we had faced in preparing this report were: 1. We have considered only some factors that influence the Choice Criteria. 2. We did not get enough information from the survey and there was time limitation as well. 3. Amount of data collection is not very huge. 4. Respondent’s reluctances of giving information. 5. Our research is only conducted on Dhaka city.

6. We have only focused on child care centers where there was opportunity to build other type of institutions like old aged home.

Problem Definition/ Objective of the Research

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The objective of research is to give a guideline to the management decision problem. The ultimate objective of this research is to determine the choice criteria and perception of the consumer towards child care center. At the very beginning of the research, we had a discussion with the decision makers, and industry experts; subsequently we did a secondary data analysis and also some qualitative research to fulfill our primary objective that is to identify the factors that influence to select a child care center. We have found three important factors and they are fare, Convenience, Physical Environment and Quality Service. In addition to these, for the need of the research we have to do both exploratory and conclusive research. Finally, we have conducted a conclusive research to find out the relationship among factors that influence the child care center selection and thus we will see whether it is feasible for Organizations to introduce Child Care Centers for their employees.

Management Decision problem: Should organizations or companies introduce
“Child Care centers” for their employees.

Marketing research problem:
Broad: To determine the choice criteria and the perception of parents towards the child care. Whether they will prefer and select it or not?

Specific:  To identify factors that parents use to select child care centers.  To identify whether they are using child care center or not.

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 If yes than identify the child care centers from where their female employees are taking service.  To identify the strength and weakness of that child care center.

Approach to the problem:

Theoretical Foundations: From the aspect of relevant academic and trade literature it has been found the female employees of our country is now a days facing problem to continuo their job as well as taking care of their kids. But there are quite a few child care centers have been grown up for removing these problem. So here we are trying to identify consumer perception on child care center. We have initially identified some factors which might have significantly correlated with the perception of consumers regarding child care. When an individuals decides to use child care s/he may consider following things, Quality Service, Convenience, Physical Environment and may some other factors.

Research Questions and Respective Hypotheses:

RQ1: Do you believe that service is an important element while choosing Child Care Center? Ho: Service is an important element while choosing Child Care Center. H1: Service is not an important element while choosing Child Care Center.

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RQ2: How much important Convenience for you while choosing Child Care Center? Ho: Convenience is an important element while choosing Child Care Center H1: Convenience is not an important element while choosing Child Care Center

RQ3: Do you believe that Physical Environment plays a vital role in choosing Child Care Center?

Ho: Physical Environment plays a vital role in choosing Child Care Center.

H1: Physical Environment does not play a vital role in choosing Child Care Center.

Research Design

A 24 question questionnaire was developed based on our required findings. Only Likert scale was used to question the respondents.

Data Collection Method A pre tested questionnaire was used to collect the data. The questionnaire was pre-tested in order to maintain proper wording, length and sequencing of the questions. The data were collected from the, employees of Prime Bank, National Bank, and Square, some of the public organization and also from the employees of Grameenphone.

Sample Selection To select the sample we have used non-probabilistic sampling method as it is a convenient sample. A sample size of 50 respondents was used to conduct the research. As mentioned earlier the respondents of the sample were from the different sources and also the coworkers of our group members who work part time there as it was easy for us to collect data by that means.

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Survey Method For our marketing research, we followed the “Personal Survey Method”. We have made our Questionnaire and go to the potential consumers who are the using the child care center and also who are not using but can be a potential one

Scaling Methods For our research we have used “Likert Scale”. The Likert Scale requires the respondents to indicate a degree of agreement or Disagreement with each of a series of statements about the stimulus objects.

Validity We have tried our level best to collect the most reliable data and we have also done some validation and reliability test to check it. For that reason we think that the data are more or less valid and reliable.

Data Analysis
For Likert scale data we have used the linear regression model to analyze the data and also we have done correlation, coefficient, ANOVA to understand the matter thoroughly. We have also did factor analysis but unfortunately we could not accumulate it in to the report because of its huge size. Besides, the explanation power of the independent variable is a bit less to describe the dependent variable.

Result & Interpretation of Reliability:

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Variable 1: Convenience

Reliability Statistics:

Number Alpha -.0385 of Items 2

Item-Total Statistics

Scale Mean if Item Deleted LOCATION OFFICE 3.8200 5.9200

Scale Variance if Item Deleted 1.0486 1.3404

Corrected Item-Total Correlation -.0024 -.0726

Alpha if Item Deleted

-.0779 .1157

Interpretation:

In case of Convenience (Independent Variable) we have two items (sub-factor) and the Alpha value is α= -.0385. But if we delete the second item (office) then the alpha value will be 0.1157.

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Variable 2: Physical Environment

Reliability Statistics:

Number Alpha 0.2025 of Items 2

Item-Total Statistics

Scale Mean if Item Deleted SPACE 4.1800

Scale Variance if Item Deleted 1.6200

Corrected Item-Total Correlation 0.1347

Alpha if Item Deleted

0.0806

INTERIOR

4.0800

1.4629

0.1877

-.0558

Interpretation:

In case of Physical Environment (Independent Variable) we have two items (sub-factor) and the Alpha value is α= 0.2025. Here we don’t need to delete any sub-factors because if we delete any of them then the new alpha value will be less than 0.2025.

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Variable 3: Quality Service

Reliability Statistics:

Number Alpha 0.5277 of Items 6

Item-Total Statistics

Scale Mean if Item Deleted NEATNESS MGT GOOD FOOD SAFE TOYS MAIDS TIMELY 12.6600 12.6600 12.7000 12.8400 12.9600 13.0400

Scale Variance if Item Deleted 7.2800 7.5494 6.8147

Corrected Item-Total

Alpha if Item

Correlation Deleted

.4164 .1986 .5109

.4345 .5168 .3923

7.8208 6.8004 7.0306

.2418 .2769 .2735

.4964 .4844 .4842

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Interpretation:

In case of Quality Service (Independent Variable) we have six items (sub-factor) and the Alpha value is α=0.5277. Here we don’t need to delete any sub-factors because if we delete any of them then the new alpha value will be less than 0.5277.

Regression Analysis

1. Convenience
Variables Entered/Removed

Model

Variables Variable Entered s Remove d

Method

1 it would be great if my office have a child care center,

.

Enter

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Child care centers in our city are convenientl y located

a All requested variables entered. b Dependent Variable: Convenience is an important element for choosing child care center

Coefficients of variables:

Coefficients

Coefficients Unstand ardized Coeffici ents Model 1 (Constant) Child care centers in our city are convenientl B Std. Error 1.671 5.308 .637 .130 .060 Standardi zed Coefficie nts Beta 2.622 .409 .012 .685 t Sig.

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y located it would be great if my office have a child care center 3.438 .150 .034 .230 .819

a Dependent Variable: Convenience is an important element for choosing child care center

The regression equation is: Y/ = ß0+ ß1x1+ß2x2 Y/= 1.671+5.308 x1 +3.438 x2

Interpretation:

ß0 Interpretation :
If the independent variables(x1, x2) all are 0, then value of Y/ will be 1.671 and it is the Y- intercept.

X1 Interpretation If there will be 1% increase of conveniently located child care center convenience (Y/) will be increased by 53.08%

X2 Interpretations If there will be 1% increase of office initiated child care center convenience (Y/) will be increased by 34.3%

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Model Summary

Model

R R Square Adjusted Std. Error R Square of the Estimate

1

.43

.580

.15

.76

a Predictors: (Constant), it would be great if my office have a child care center, Child care centers in our city are conveniently located R2=0.580 Or 58.00% That means, 58% of the total variation in Convenience (Y/) can be explained by the regression model or independent variable.

Multiple standard error of the estimate=.76

That means .76 is the typical error we have made to fit this regression model.

ANOVA

Model

Sum of Squares

df

Mean Square

F

Sig.

1 Regressio n Residual Total

.135

2 6.761E02

.117

.890

27.245 27.380

47 49

.580

a Predictors: (Constant), it would be great if my office have a child care center, Child care centers in our city are conveniently located

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b Dependent Variable: Convenience is an important element for choosing child care center

2. Good Physical Environment:

Variables Entered/Removed

Model Variables Variables Entered Removed 1 good interior design is necessarr y for child care center, open space is a must for child care .

Method

Enter

a All requested variables entered. b Dependent Variable: good physical environment is must for choosing child care center

Coefficients of variables:

Coefficient

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Coefficients Unstandar dized Coefficie nts Model 1 (Constant ) open space is a must for child care good interior a Dependent Variable: good physical environment is must for choosing child care center 5.302 .156 .051 .340 .735 -4.189 .162 -.039 -.259 .797 B Std. Error 2.052 .425 Standardi zed Coefficie nts Beta 4.833 .000 t Sig.

The regression equation is: Y/= ß0+ ß1x1+ß2x2 Y/= 2.052- 4.189 x1 +5.302 x2

Interpretation:

ß0 Interpretation :
If the independent variables(x1, x2) all are 0, then value of Y/ will be 2.052 and it is the Y- intercept.

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X1 Interpretation If there will be more open space in child care center good physical environment (Y/) goes down.

X2 Interpretations If there will be 1% increase of good interior design than physical environment of child care center (Y/) increases by 53.02%

Model Summary

Model

R R Square Adjusted Std. Error R Square of the Estimate

1

.33

.57

.24

.82

a Predictors: (Constant), good interior design is necessary for child care center, open space is a must for child care R2=0.57 Or 57.00% That means, 57% of the total variation in Convenience (Y/) can be explained by the regression model or independent variable.

Multiple standard error of the estimate=.82

That means .82 is the typical error we have made to fit this regression model.

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ANOVA

Model

Sum of Squares

df

Mean Square

F

Sig.

1 Regressio n Residual Total

.127

2 6.336E02

.075

.928

39.553 39.680

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.842

a Predictors: (Constant), good interior design is necessarry for child care center, open space is a must for child care b Dependent Variable: good physical environment is must for choosing child care center

3. Quality Service:
Variables Entered/Removed

Model Variables Variables Entered Removed 1 Foods are served on timely basis to the children, safe toys are provided, maids of child care .

Method

Enter

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centers maintain personal hygiene, managem ent of child care centers are well experienc ed, floors of child care center are neat and clean, hygienic foods are served

a All requested variables entered. b Dependent Variable: child care centers provide better quality service

Coefficients of variables:

Coefficients

Coefficients Unstandar Standardi tt Sig.

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dized Coefficie nts Model 1 (Constant floors of child care center are neat and clean managem ent of child care centers are well experienc ed hygienic foods are served safe toys are provided maids of child care centers maintain personal hygiene Foods are served on 1.561 .110 7.318 .100 .206 .147 1.377 .163 -.174 .114 B Std. Error 1.891 .110 .471 .156

zed Coefficie nts Beta 4.014 -.115 -.706 .000 .484

-.233

-1.526

.134

-.015

-.085

.933

.227

1.406

.167

.111

.729

.470

.022

.142

.887

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timely basis to the children a Dependent Variable: child care centers provide better quality service

The regression equation is-: Y/= ß0+ ß1x1+ß2x2+ß3x3 +ß4x4+ß5x5+ ß6x6 Y/= 1.891+0.110 x1-0.174 x2+1.377 x3+.206 x4+7.318 x5+1.561 x6

Interpretation:

ß0 Interpretation :
If the independent variables(x1, x2, x3, x4, x5, x6) all are 0, then value of Y/ will be 1.891 and it is the Y- intercept.

X1 Interpretation If floors of child care centers becomes 1% more neat and clean quality service (Y/) increases by 11%

X2 Interpretations Management of child care center does not influence quality service and it also has negative relationship

X3 Interpretations If serving of hygienic foods increases by 1% quality service (Y/) increases by 13.77%

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X4 Interpretations If providence of safe toys increases by 1% quality service (Y/) increases by 20.6%.

X5 Interpretations If maids of child care centers maintains 1% more hygiene than quality service (Y/) increases by 73.18%.

X6 Interpretations If timely basis serving of food increases by 1% than quality service (Y/) increases by 15.61%

Model Summery:

Model

R R Square Adjusted Std. Error R Square of the Estimate

1

.28

.53

.25

.77

R2=0.53 Or 53.00%

That means, 53% of the total variation in Convenience (Y/) can be explained by the regression model or independent variable. Multiple standard error of the estimate=.77

That means .77 is the typical error we have made to fit this regression model.

ANOVA

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Model

Sum of Squares

df

Mean Square

F

Sig.

1 Regressio n Residual Total

2.993

6

.499

1.025

.422

20.927 23.920

43 49

.487

a Predictors: (Constant), Foods are served on timely basis to the children, safe toys are provided, maids of child care centers maintain personal hygiene, management of child care centers are well experienced, floors of child care center are neat and clean, hygienic foods are served b Dependent Variable: child care centers provide better quality service.

Hypothesis Testing:

COMPONENT (I): Convenience:
The below observed table shows that Convenience has a positive influence on using child care center. That is 1 unit increase in Convenience will increase the use of child care center by 0.126 units. We can also see that the P value (0.06) is greater than alpha value (.05) so H0 is accepted and H1 is rejected.

Standardized Independent Variables Convenience Regression Coefficient ( .126 .834 .06 t value P

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Thus it is proven that Convenience is an important element while choosing a child care center.

COMPONENT (II): Physical Environment
The below observed table shows that Physical Environment has a positive influence on using child care center. That is 1 unit increase in Physical Environment will increase the use of child care center by 0.104 units. We can also see that the P value (0.069) is greater than alpha value (.05) so H0 is accepted and H1 is accepted.

Standardized Independent Variables Physical Environment Regression Coefficient ( 0.104 0.696 .069 t value P

Thus it is proven that Physical Environment is an important element while choosing a child care center.

COMPONENT (III): Quality Service:
The below observed table shows that Quality Service has a positive influence on using child care center. That is 1 unit increase in Quality Service will increase the use of child

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care center by 0.152 units. We can also see that the P value (0.072) is greater than alpha value (.05) so H0 is accepted and H1 is accepted.

Standardized Independent Variables Quality Service Regression Coefficient ( 0.152 0.350 .072 t value P

Thus it is proven that Quality Service is an important element while choosing a child care center.

Graphical Presentation of income level of the respondents:

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moer then 50000 35001 tk to 50000

Missing

10001 tk to 25000

25001 tk to 35000

So from the above graph we can see that almost 45% of the respondents have average monthly income of 10000 tk to 25000 tk and after that 35% of the people are having monthly income of 25000 tk to 35000 tk. And approximately 15% of them are having average monthly income of 35000 tk to 50000

Graphical Presentation of percentage of respondents for whom Child Care centers are expensive:

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50

40

30

20

10

Percent

0 Missing strongly agree agree neutral disagree strongly disagree

Child care centers are expensive

Here from the above graph we can see that almost 40% people said that child care centers are expensive but on the other hand the almost 30% of the other respondents gave neutral answer.

Graphical Presentation of percentage of respondents for whom Child Care centers are affordable:

28

50

40

30

20

10

Percent

0 Missing strongly agree agree neutral disagree strongly disagree

Charges of care center are affordable

Here from the above graph we can see that almost 42% people said that child care centers are affordable but on the other hand the almost 25% of the other respondents gave neutral answer. We have also seen that 40% of the respondents say that child care centers are expensive. So we can say that although they thing it is expensive but for them it is affordable.

Graphical Presentation of reasons for using child care center:

29

70

60

50

40

30

20

Percent

10 0 Missing busy life safe for the childre lot of children's to better environment

Reasons for using child care center

From the above line diagram we can see that almost 59% are using child care center for having busy life. On the other hand few of them are using it for better environment.

Percentage of People who are using Child Care Center

30

100

80

60

40

20

Percent

0 Missing yes no

Do you send your child to Child care center

Here we can see that almost 80% of the respondents are using child care centers right now. So the ratio is quite prominent in favor of establishing child care center.

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Conclusion:

Independent Variables Standardized Regression t value

P

Convenience Physical Environment Quality Service

.126 0.104 0.152

.834 0.696 0.350

.04 .039 .032

Dependent Variable: Choice Criteria of Child Care Center

The above mentioned table shows that Convenience, Physical Environment, Quality Service these three components are very important for choosing child care center. Most of the female employees prefer to have these three things to the child care center. When we saw the other sub factors of these three independent variables we have seen that some of the sub factors like space, office oriented child care center etc does not have much of the influence. But still we believe there are some hidden factors which can influence the behavior of people towards child care center. So to conclude we can say that an organization which is intended to form a child care center should have these three components.

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Recommendation:
Since we have done this research by identifying only three key factors but we believe there are lots of other factors which are there to influence the behavior of the consumer. So we would say that next time if anyone wants to conduct a research on this topic they should identify those other factors. Also we have only used Likert Scale so next time if any one is interested then they can use some other scale. However in our research consumers have given emphasize on Convenience, Physical Environment, and Quality service. And also we have seen that almost 80% of the respondents are using child care center. So it is very much feasible idea to form a child care center by maintaining above mentioned key factors.

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References:
1. Statistical techniques in business and economics, Lind, Marchal, Wathen 2. Marketing Research, Malhotra

3. http://wiki.answers.com

Appendices
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We are the students of East West University. As a part of our academic requirement, We are supposed to prepare a report on Marketing Research (Mkt 414) towards the feasibility analysis of establishing the Child Care center. In this regard, we need to conduct a survey. We can assure that the data collected through this questionnaire will be used particularly for academic purpose and we will not take more than 5 minutes from you to fill it up.

1. Age:     25 – 32 32 – 39 39-50 Above 50

2. Gender:   Male Female

3. Occupation:     Public Service holder Private Service holder Businessman Other

4. You are in:  Joint Family

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 

Nuclear Family Divorcee

5. Average monthly family income:      Less then 10000 10001 tk to 25000 25001 tk to 35000 35001 tk to 50000 More then 50000

6. Reasons for using Child Care center: o Busy life o Safe for the children o Better environment o Lot of children’s to play 7. Do you send your child to Child care center? I) Yes ii) No iii) Not applicable 8. Child care centers in our city are conveniently located: i) Strongly agree ii) Agree iii) Neutral iv) Disagree v) Strongly disagree.

9. Open space is a must for Child care center: i) Strongly agree ii) Agree . iii) Neutral iv) Disagree v) Strongly disagree

10. It would be great for me if my office would have a child care center: i) Strongly agree ii) Agree iii) Neutral iv) Disagree v) Strongly disagree

11. Convenience is an important element for choosing child care center: i) Strongly agree ii) Agree iii) Neutral iv) Disagree v) Strongly disagree.

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12. Floors of Child care center are neat and clean: i) Strongly agree ii) Agree iii) Neutral iv) Disagree v) Strongly disagree.

13. Good interior design is necessary for a child care center: i) Strongly agree ii) Agree iii) Neutral iv) Disagree v) Strongly disagree.

14. Good physical environment is a must for choosing a child care center: i) Strongly agree ii) Agree iii) Neutral iv) Disagree v) Strongly disagree.

15. Managements of Child care centers are well experienced: i) Strongly agree ii) Agree 16. Hygienic foods are served: i) Strongly agree ii) Agree 17. Safe toys are provided: i) Strongly agree ii) Agree iii) Neutral iv) Disagree v) Strongly disagree. 18. Maid’s of child care centers maintains personal hygiene: i) Strongly agree ii) Agree iii) Neutral iv) Disagree v) Strongly disagree. iii) Neutral iv) Disagree v) Strongly disagree. iii) Neutral iv) Disagree v) Strongly disagree.

19. Foods are served on timely basis to the children: i) Strongly agree ii) Agree iii) Neutral iv) Disagree v) Strongly disagree.

20. Child Care centers provide better quality service: i) Strongly agree ii) Agree iii) Neutral iv) Disagree v) Strongly disagree.

21. Child care centers are expensive: i) Strongly agree ii) Agree iii) Neutral iv) Disagree v) Strongly disagree.

22. Charges of child care centers are affordable: i) Strongly agree ii) Agree iii) Neutral iv) Disagree v) Strongly disagree.

23. Age of child from your family: i) Less than 1 year ii) 1- 3 year iii) 3- 5 year iv) More than 5 year

24. How long you are using a Child Care cente i) Less than 1 year ii) 1 to 3 year iii) 3 to 5 year iv) Not using

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