This action might not be possible to undo. Are you sure you want to continue?
: Many policies of various organizations are aimed at keeping the consumer happy and satisfied. It is very important for each and every organization to keep its consumers satisfied in order to maintain its competitiveness in the market. Not only does this help the organization to maintain the size of its share in the market, it might even help it to increase the size of its share. It might also be instrumental in increasing the overall market size. This helps in increasing the overall profitability of the organization. It also helps the long-term survival prospects of the organization. Consumers vie ed on the macro level e!hibit similar traits. "o ever do n to the micro level, hen hen
e take a closer look and come
e find that the consumers vary as compared to one another on one
aspect or the other based on a variety of attributes #$otler, %&&'(. In the present business scenario of cutthroat competition, customer satisfaction has become the prime concern of each and every kind of industry. Companies are increasingly becoming customer focused. Companies can in customers and surge ahead of competitors by
meeting and satisfying the needs of the customers. )orld over businesses have realized that marketing is not the only factor in attracting and retaining customers. *ther ma+or factors responsible for the same are satisfaction through service ,uality and value. -ven the best marketing companies in the orld fail to sell products and services that fail
to satisfy the customers. needs. /o customer satisfaction is the key ord in today.s fiercely competitive business environment.
REVIEW OF LITERATURE: Many studies have been conducted on the customer satisfaction. 0n attempt has been made to present in brief, a revie of literature on customer satisfaction in general as ell as on
the customer satisfaction from hospital services. 1riscilla et al #234'( proposed a cognitive model to assess the dynamic aspect of consumer satisfaction5 dissatisfaction in consecutive purchase behavior. They found that satisfaction have a significant role in mediating intentions and actual behavior for five product classes that ere analyzed in the conte!t of a three- stage longitudinal field
study. They found that repurchases of a given brand is affected by lagged intention hereas s itching behavior is more sensitive to dissatisfaction consumption. 6avid and )ilton#2344( have e!tended consumer satisfaction literature by theoretically and empirically e!amining the effect of perceived performance using a model first proposed by Churchill and /urprenant, investigating ho attractive conceptualizations of comparison standards and disconfirmation capture the satisfaction formation process and e!ploring possible multiple comparison processes in satisfaction formation. They suggest that perceived performance e!erts direct significant influence on satisfaction in addition to those influences from e!pected performance and sub+ective disconfirmation. ith brand
uality and value. They developed a multistage model of determinants of perceived service . life satisfaction-over-time and health. 7olton and 6re #2332( proposed a model of ho customers ith prior e!periences and e!pectations assessed service levels. The relationship among these four variables and biographical variables over the nurses in Nigeria. hich in turn affected their from a company. The results of the study sho strong evidence of their being influenced by service . overall service . They applied the model to residential customers of local telephone services./aha #2344( made an attempt to investigate the interrelationships bet een +ob-satisfaction.uality on particular behavior that signal hether customers remain ith of defect ith a service. perceptions of current performance and disconfirmation e!periences affected their satisfaction or dissatisfaction assessment of service .uality and service value. The data ere also e!amined. The author has offered a conceptual model of the impact of service . .uality. The model described ho customers e!pectations. The findings also reveal difference in the nature of the service . part-time nurses.uality relates to the retention of customers at aggregate level.uality. The study as conducted as collected from the full time employees only hen because statements about +ob satisfaction and other variables are different supplied by retirees. life satisfaction. Their study e!plored ho customers integrate their perceptions of a service to form an overall evaluation of that service. 7oulding et al #233'( stated that the service .uality and service value.
uisition value . in order to help the bank management to formulate marketing strategies to lure customers to ards them and hence increase customer base.0urora and Malhotra #2338( had done a comparative analysis of the satisfaction level of customer of public and private sector banks. both individually and combined. behavioral intentions perceptions. T o e!perimental studies test the conceptual model. perceptions of . The results across these t o studies. More specifically. ac. effects of perceived transaction value on buyers. ac. perception of product .uality. internet reference prices. and purchase and search intentions. ere mediated by their ac. In addition. transaction value.uality. support the hypothesis that buyers. the conceptual model e!plicates the effects of advertised selling and reference prices on buyers. The authors also find as mediated by that effect of advertised selling price on buyers.uisition value. internal reference prices are influenced by both advertised selling and reference price as ell as buyers. 9re al et al had e!panded and integrated prior price perceived value models ithin the conte!t of price comparison advertising.uisition value their perceptions of transaction value.
hen price and performance are inconsistent. overall satisfaction is the primary mediating construct bet een the component attitudes and future intentions and for the high relational customers #consistent subscribers(. are the mediators bet een component attitudes and future intentions. 9arbarino and <ohnson #2333( analyze that the relationships of satisfaction. trust and commitment. )hen price and performance are consistent. . The results generally support contingency frame ork and provide empirical support for normative guidelines that call for creating realistic performance e!pectations and offering money-back service guarantees. trust and commitment to component satisfaction attitudes and future intentions for the customers of a Ne =ork off-7road ay repertory theater company. To e!amine these issues authors develop a contingency model that they estimate using data from a multimedia e!perimental design. performance and e!pectations to determine satisfaction in service e!change. rather than satisfaction. e!pectations have an assimilation effect on performance and satisfaction +udgments. e!pectations have no effect on performance and satisfaction +udgments. >or the relational customers # individual ticket buyers and occasional subscribers(.:oss #2334( had e!amined the rule of price.
and income is also considered.uivalent controls and none. state-of-the-art methods to design and implement customer satisfaction improvement programs in the ?nited /tates and /pain. occupation. 7ased on their findings. . maintaining cleanliness in the units. they also suggested strategic actions for meeting the needs of the Customer of private health care sector more effectively. Their e!periments reveals a comple! and surprising picture that highlights implementation issues. In their study provided suggestions like becoming more friendly and understanding to the problems of Customer./harma and Chahal #2333( had done a study of patient satisfaction in outdoor services of private health care facilities.uivalent dependent variables. education. The role of graphic characters like gender. progress ithout aiting for them to demand. The instrument captures the behaviour of doctors and medical assistants. They have constructed a special instrument for measuring patient satisfaction.uality of administration. . a construct of residual satisfaction not captured by customer needs and the managerial need for combining none. providing regular report regarding the Customer. conducting surveys to kno about the attitude of the Customer ith regard to the employees and adopting patient-oriented policies and procedures. They had done a survey to understand the e!tent of patient satisfaction ith diagnostic services. /imester et al #%&&&( have studied that multinational firm uses sophisticated. and atmospherics. both internally and e!ternally.
uality is either lo or high. In a series of field and laboratory studies.*fir and /imonson #%&&2( in their study found that customer evaluations of .uality and satisfaction are critical inputs in development of marketing strategies. The negative bias of e!pected evaluations is observed hen actual .uality and satisfaction evaluations and reduces customer. and it persist even positive and negative aspects. 6holakia and Mor itz #%&&%( have e!amined the scope and persistence of the effect of measuring satisfaction on consumer behavior over time. buyers of products and services often kno in advance that they subse. hen buyers are told e!plicitly to consider both the .s illingness to purchase and recommend the evaluated services. 9iven the increasingly common practice of asking such evaluations. In an e!periment conducted in a financial services setting. interpretation and ethics in the conduct of applied marketing research studies.uently ill be asked to provide their evaluations. changes relational customer behaviors and results in effects that increase for months after ard and persist even a year later.uestions concerning the design. the authors demonstrate that e!pecting to evaluate leads to less favorable . Their results raised . they found that measuring satisfaction changes one-time purchase behavior.
uality of administration. The positivity effect as supported despite differences across studies in methods as ell as measures. They said that there are four basic components hich had impact on the patient satisfaction namely. and . The authors e!amined the factors related to patient satisfaction in government outpatient services in India. )hen the customer has little e!perience ith the service. .s other service providers are positive to a greater e!tent than negative information leads to perception that the firm. positive information about a single employee leads to perception that the firm. They also provided strategic actions necessary for meeting the needs of the Customer of the government health care sector in developing countries. >our studies ere conducted that varied in the amount of information about the service provider. >olkes and 1atrick #%&&'( in their study sho ed converging evidence of a postivity effect in customers. behaviour of medical assistants.uality of atmosphere. behaviour of doctors. . the firm./harma and Chahal #%&&'( stated that due to increased a areness among the people patient satisfaction had become very important for the hospitals.s other service providers are similarly negative. and the service. perceptions about service providers.
0nderson et al #%&&@( developed a theoretical frame ork that specifies ho customer satisfaction affects future customer behaviour and. Customer relationship perceptions are considered evaluations of relationship strength and a supplier. and risk of future cash flo s. The results also indicate that firms can use the same strategies to affect customer satisfaction that can have impact on both customer retention and customer share development. the effect of these variables is rather small. the level. "o ever. hereas direct mailings influence customer share development.:ernoer #%&&'( had investigated the different effects of customer relationship perceptions and relationship marketing instruments on customer retention and customer share development over time.s offerings. in turn. The results sho that affective commitment and loyalty programs that provide economic incentives positively affect both customer retention and customer share development. They also find significant variation across industries and firms. they find a positive association bet een customer satisfaction and shareholder value. . and customer share development is the change in customer share bet een t o periods. -mpirically. timing.
The key outcome is a theoretically sound CAM process measure that outlines three key stagesB initiation. and termination. They analyze archival data of a crosssection of ?. they #2( conceptualize a construct of the CAM process and its dimensions. #%( operationalize and validate the construct. In addition. Mithas et al #%&&C( evaluates the effect of customer relationship management #CAM( on customer kno ledge and customer satisfaction.uences of implementing the CAM processes. the second e!amines dynamic aspects of the relationship and provides evidence for the stronger impact of cumulative satisfaction rather than of transactionspecific satisfaction on illingness to pay. "omburg et al #%&&C( conducted t o e!perimental studies #a lab e!periment and a study involving a real usage e!perience over time( positive impact of customer satisfaction on hich reveal the e!istence of a strong. hen firms share They also found that gains in customer kno ledge are enhanced their customer related information ith their supply chain partners. functional structure based on disappointment theory. and #'( empirically investigate the organizational performance conse. In their study. Their research .Aeinartz et al #%&&@( in their study of Customer Aelationship Management 1rocess had stated that it is very important for maintaining healthy relations ith the customers in order to provide them satisfaction. maintenance. .uestions are addressed in t o cross-sectional studies across four different industries and three countries./ firms associated hich sho s that the use of CAM applications is positively ith improved customer kno ledge and improved customer satisfaction. illingness to pay and they provide support for a nonlinear.
They also test the stability of findings across several firm and industry characteristics and assess the robustness of the results using multimeasure and multi-method estimation .9ustafsson et al #%&&C( in their study of telecommunications services e!amine the effect of customer satisfaction. 7y using the longitudinal 0merican Customer /atisfaction inde! and C*M1?/T0T data and hierarchical 7ayesian estimation they found that satisfaction creates shareholder value by increasing future cash flo gro th and reducing its variability. 9ruca and Aego #%&&C( strengthen the chain of effects that link customer satisfaction to shareholder value by establishing the link bet een satisfaction and t o characteristics of future cash flo s that determine the value of the firm to shareholdersB gro th and stability. and calculative commitment on retention and the potential for situational conditions to moderate the satisfactionretention relationship. affective commitment. calculative commitment and prior-churn on retention. Their results support consistent effects of customer satisfaction.
Thompson #%&&C( in his study had sho n that consumers often mis+udge their health risks o ing to a number of ell-documented cognitive biases. To study the customer e!pectations from hospital services in Chennai.uently. internalized by consumers as a compelling structure of feeling. These studies assume that consumers have trust in the e!pert systems that culturally define safe and risky behaviours. Collection of 6ata. To study the degree of satisfaction of customers from hospital services. '. e!pectations. This study e!plores ho dissident health risk perceptions are culturally constructed in the natural childbirth community. To study the customer perception of hospital services. perception and their satisfaction level it e!amine the follo ing aspects as re. and enacted through choices that intentionally run counter to orthodo! medical risk management norms. Aesearch vehicle and Methods for analysis of data. RESEARCH METHODOLOGY: This study describes the research methodology of the study. this research stream does not address choice situations here consumers have refle!ive doubts to ard prevailing e!pert risk assessments and gravitate to ard alternative model of risk reductions. %.uired to . OBJECTIVES: The current study is focused on e!amining the various factors related to Customer 1reference ith the follo ing specific ob+ectivesB 2. It includes the Aesearch >rame ork. It also points out the limitations of present study. Conse. To study consumers. /ample design and selection.
uality of administration of hospitals.e. satisfaction level for the behavior of the doctors.uestionnaire. Customer. e!pectations. Customer. primary data as collected through a structured . Customer. satisfaction level for the behavior of the medical assistants. perceptions for the services provided by the hospitals. the study as divided into three parts i. Then to meet ere used on the information the third ob+ective of the study proper statistical tools collected for the first t o ob+ectives of the study. Customer. 0s it is clear from the ob+ectives of the study. RESEARCH FRAMEWORK The present study is based on e!plorative and descriptive research design ith the ob+ective of measuring the satisfaction level of Customer. satisfaction level for the . of five ma+or private hospitals in Chennai. perceptions from the hospital services and then measuring their satisfaction level from the hospital services.uality of administration of hospitals.uality of administration of hospitals and Customer. e!pectations and their perceptions of hospital services. Customer. Customer. Customer. e!pectations from the . satisfaction level for the services provided by the hospitals.#i( #ii( #iii( #iv( #v( #vi( #vii( #viii( #i!( #!( #!i( #!ii( Customer e!pectations from the behavior of the doctors.e. the customers. Customer. . Customer. Customer. perceptions for the . perceptions for the behavior of the medical assistants. The study uses both primary and secondary information. e!pectations from the behavior of the medical assistants. perceptions for the behavior of the doctors. e!pectations from the services provided by the hospitals. >or both the first and second ob+ective of study i. Customer.
sample ards and private ards ards in the hospital.SAMPLE DESIGN AND SELECTION 1opulation and /ampleB In vie of the fact that this as a one person survey to be completed as restricted to only those hospitals hich ithin limited ere located resources the present study in Chennai. selection. 0 sample of 4& respondents selected from these hospitals on the basis of their convenience for the first ob+ective and the second ob+ective. The ere either the Customer themselves or their relatives. 0t the first stage. . The information designed. >or sample as follo ed. >ive ma+or private hospitals in Chennai ere selected namelyB 0pollo Medical College and "ospital M9A Medical College and "ospital /AM Medical College and "ospital Miot "ospital 7ala+i "ospital Selectio o! Re"#o $e t" >rom these hospitals primary data respondents as collected from the respondents. ere selected randomly. structured . To suggest solutions to the problems observed during the survey is done through secondary data. a multistage sampling procedure units consisted of total number of general 2&D of the general ards and 2&D private. Then from each selected general private ard ' to C Customer ere chosen and from each selected as collected through a pre- ard one patient as chosen.uestionnaire. The population of this study comprised of the indoor Customer only.
TableB /ampling 1lan SELECTION OF WARDS "*/1IT0E #0( T*T0E 9-NA0E )0A6 / /-E-CT6 9 N A 0 E ) 0 A 6 / #2&D *> 0 ( 01*EE* M9A /AM Miot 7ala+i T*T0E F C 28 %F 2F 8& 2 2 % ' % 3 82 @F 34 F4 8F 'C3 8 C 2& 8 24 @8 #7(T*T0E 1AI :0 T) 0A 6/ /-E-CT-6 1 A I : 0 T ) 0 A 6 / #2&D *> 0( .
SELECTION OF RESPONDENTS: "*/1IT0E A-/1*N6-NT >A*M 9-N-A0E )0A6 #' T* C >A*M -0C"( A-/1*N6-NT/ >A*M 1AI:0 T)0A6 #2 >A*M -0C"( 8G2H8 CG2HC 2&G2H2& 8G2H8 4G2H4 '8 T*T0E A-/1*N6-NT/ 01*EE* M9A /AM Miot 7ala+i T*T0E 2GCHC 2GCHC %GCH2& %GC I 2G'H2' %GCH2& @' 2% 2& %& %& 24 4& .
In this ay data as collected from 4& respondents that comprise of the indoor Customer themselves or their attendants. magazines etc. :arious studies considering ho to collect the information from the respondents. the desk as conducted to see the literature and other library material available on the ere revie ed to have a through kno ledge before sub+ect. +ournals.uestionnaire pertinent to the ob+ectives of the study. /econdary data as also collected from various books. ANALYSIS OF DATA: . 0fter having the as prepared to obtain ans er background kno ledge a structured . >or the purpose of the study. eighty indoor Customer ere selected and intervie ed from the five private hospitals. DATA COLLECTION: 7efore an attempt research as made to collect the information from the sample.
Mean score hat they e!pect and as calculated for the .uencies ere multiplied ith their respective ere assigned eights and aggregate values found out.uestionnaire contained rating . likert scale as used.uency n H Number of respondents . Aeaction of the respondents to ards the different factors given as studied using a structured. The . bet een e!pectations and perceptions of a factor. scores from 2to 3.uestions. )i H )eight attached for degree of importance5unimportance and good5bad.e. The respondents hat they had ere asked to rate the factors according to perceived from the hospital services. >re. *ther statistical tool used includes T-test for measuring hether there is significant difference bet een the mean scores of attributes i.e. In case of 3-point scale here the respondents ere asked to indicate their degree of importance5unimportance for e!pectations and degree of bad5good for the perceptions.uestions asked on a 3-point scale.uestionnaire table ere first transferred to master as then hich facilitated tabulation of data in desired form.The data 5 information contained in the .uestionnaire designed for the Customer or their attendants. fn H 0ssociated fre. The collected data grouped into tables and analyzed using various statistical tools like mean scores. -ach factor as rated over a scale of 2 to 3 i. Mean score as calculated using the formulaB Mean /core H #J)ifn(5n i H 2 to 3 n H 4& )here. non-disguised and ell-defined .
T-test as used because the both the data samples ere collected from the same selected individuals.T-test as used to see hether there is significant difference bet een the means of a factor for the t o data samples at CD level of significance. /imilarly. /o. . the data in as collected from the same as dependent as data in one sample individual as in other sample. the data t o samples as collected from the other Customer. >irst the data as collected from a patient for his e!pectations from the various factors taken for the study and then from same patient data is collected for his perceptions for the hospital services.
the time factor acted as a considerable limit on the scope and the e!tensiveness of the study. the follo ing limitations of the study should be taken into the account. J Consumer Res 28B '8C-4@.uestionnaire has been designed and field investigation has been conducted. Decision %@B 2&3-'&. >ornell C and Mazvancheryl / $ #%&&@( Customer satisfaction and shareholder value. 0s such generalizing the results.). so the sample as to be shortened. . because of this optimum number of responds not collected. no matter ho hat is recorded and carefully the . • 0nderson . J Mktg F4B 28%-4C. The error has been tried to be minimized by conducting intervie s personally yet there is no full proof ay of obviating the possibility of error creeping in.uestionnaire suffers from the basic limitation of the possibility of difference bet een hat is the truth.uality and value. This is because the consumers may not deliberately report their true preferences and even if they ant to do so. /o. there are bound to be differences o ing to problems in filters of communication process. REFERENCES: • 0urora / and Malhotra M #2338( Customer satisfactionB 0 comparative analysis of the satisfaction level of customer of public and private sector banks. The information provided by respondents may not be fully accurate due to unavoidable biases. • 7olton A and 6re < " #2332( 0 multistage model of customer.s assements of service . The lack of corporation sho n by the respondents. the study suffers from some limitations also.LIMITATIONS OF THE STUDY 0ny study based on consumer survey through a pre-designed . 0s the study as to be completed in a short time.
cash flo . relationship. • 6avid $ and )ilton 1 C #2344( Models of consumer satisfaction formationB 0n e!tension. J Mktg Res %CB %&@-2& • 6holakia 0 M and Mor itz 9 #%&&%( The scope and persistence of mere-measurement effectsB -vidence from a field study of consumer satisfaction measurement. commitment. <ohnson M 6 and Aoos I #%&&C( The effects of customer satisfaction. and shareholder value. transaction value. J Mktg F3B 22C-2'& • 9ustafsson ). J Mktg . J Mktg F3B %2&-%2C • "omburg C. and behavioral intentions.ualityB from e!pectations to behavioral intentions. $oschate N and "oyer ) 6 #%&&C( 6o satisfied customers really pay moreL 0 study of the relationship bet een customer satisfaction and F3B 4@-3F illingness to pay. J Mktg F%B @F-C3 • 9arbarino . J Mktg F'B 8&-48 • 9ruca T / and Aego E E #%&&C( Customer satisfaction. trust and commitment in customer relationships.• 7oulding ). Monroe $ 7 and $rishnan A #2334( The effects of price-comparison advertising on buyers. perceptions of ac. seen them allL J Consumer Res '&B 2%C-2'8. dimensions and triggers ion customer retention. /taelin A and Keithmal :0 #233'( 0 dynamic process model of service .and <ohnson M / #2333( The different roles of satisfaction. $alra 0. J Mktg '&B 8-%8. J Consu Res %3B 2C3-F8 • >olkes : / and 1atrick : M #%&&'( The postivity effect in perceptions of servicesB /een one. • 9re al 6.uisition value.
J Mktg Res '4B 28&-24% • :ernoer 1 C #%&&'( ?nderstanding the effect of customer relationship management efforts on customer retention and customer share development. • Thompson C < #%&&C( Consumer risk perceptions in a community of refle!ive doubt. J Mktg Res 'FB @CC2. J Mktg Res @%B %3'-'&C.uality improvement programs designed to enhance customer satisfaction B Muasi N -!periment in ?nited /tates and /pain. J Mktg Res %B '3'-@&@ • *fir C and /imonson I #%&&2( In search of negative customer feedbackB The effect of e!pecting to evaluate on satisfaction evaluations. and "oyer ) 6 #%&&@( The customer relationship management processB Its measurement and impact on performance. J Mktg Res '8B 2&%-22% • /harma A 6 and Chahal " #%&&'( 1atient satisfaction in government outpatient services in India.• Eabarbera 1 0 and Mazursky #234'( 0 longitudinal assessment of customer satisfaction5dissatisfactionB The dynamic aspect of the cognitive process. Vikalpa %@B F3-8F • /imester 6 I. J Consumer Res '%B %'C-%@C .$. Decision 2CB F2-F@ /harma A 6 and Chahal " #2333( 0 study of patient satisfaction in outdoor services of private health care facilities. < Mktg F8B '&-@C • Aeinartz ). Decision '&B 2&3-%4. "auser < ".0 study of nurses Nigeria. )ernerfelt 7 and Aust A T #%&&&( Implementing . • :oss 6 #2334( Aole of price performance and e!pectation in service. #2344( /atisfaction ith life. • • /aha 0. $rafft M.
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue reading from where you left off, or restart the preview.