Name:

ID:
Course Name: Services Marketing
Course Code: MKT350
Section:01
Semester: Autumn-2019
Report On: A critical incident of hospital
service
Submitted to:
 Table of contents

1. My Story

2. Introduction

3. The Gap model of service quality

4. The Five dimensions of service quality

5. The Zone of tolerance

6. Service blueprint

7. Service recovery

8. Consequence of not taking corrective action

9. Recommendations of improve service quality

10. Conclusion
1. My Story:
The day was 20th April, 2019. I went to visit the Chowchala Beach with my friends.
When we were returning from the beach a snake bite me. I got scared and immediately
my friend took me to a private hospital. But they do not have the right equipment or the
doctor to provide me treatment, they suggested me to visit Chittagong Medical. I did so.
But I had to go through a lot of hassles despite being a serious patient.

2. Introduction:
Chittagong Medical College is situated in the port city of Chittagong, Bangladesh and is
the oldest medical college in the south-eastern part of the country. It was founded in
1957. It is run by govt. & the service quality is very poor. I have an experience in this
hospital. I faced a lot of hassles. I am highly dissatisfied with their service.

3. The Gap model of service quality:

The Gap Model of Service Quality is a system which can help us to understand customer
satisfaction. The model shows the five major satisfaction gaps that organizations must
address when seeking to meet customer expectations. The model was first proposed by A.
Parasuraman, Valarie Zeithaml, and Leonard L. Berry in 1985.

The point of this model is to distinguish the gaps between customer expectation and the
genuine service provided at various stage of service delivery. In the Gap Model of
Service Quality, customer satisfaction is largely a function of perception. If the customer
perceives that the service meets their expectations, then they will be satisfied. If not,
they’ll be dissatisfied. If they are dissatisfied, then it will be because of one of the five
customer service “gaps” demonstrated as follows

The Customer Gap:

The customer gap is the difference between customer expectations and Perceived service.
Customer expectation is what the customer expects and perceived service means what customers
got from the service.

Expected service:

I was expecting:

 Nice and healthy Environment

 On time emergency service
 Neat and clean equipment
 AC cabin
 Well behaviour
Perceived service:

But what I perceived from them is:

Nice and healthy Environment: Hospital environment was very much dirty and
unhygienic. They dumped wastage everywhere. I think they do not clean the hospital
time.

On time emergency service: When I arrived at the emergency section I saw doctor was
talking with his phone, I had to wait in this serious condition.

Old and broken equipment: I saw most of their equipment was old and not in the
working condition.

No AC cabin: I thought they would have AC cabin for patient.

Bad behaviour: I expected nice and well behaviour but the nurse’s behaviour was so
rude.

The Provider GAP:

GAP 1: Not knowing what customers want

- When the incident happened with me it was summer season, and it was very hot
weather. I request them to provide me any AC cabin but they do not have any AC cabin.

GAP 2: Not having the right service designs and standards

- The hospital have more than thousands of patient capacity but they only have 6/8
elevator in the whole hospital and most of elevator were wasted.

GAP 3: Not delivering to service standards

As a medical service provider they should maintain their hygiene. But the hospital
environment was very much unhealthy and unhygienic.
4. The Five dimensions of service quality:
There are 5 dimensions that customers use to evaluate the service quality. These
dimensions are generally used to establish levels of customer satisfaction; comparing
their perception of the service they received with their expectations.

Reliability: Chittagong Medical service is not reliable, because they didn’t provide me
emergency service on time.

Assurance: I could not assure of their quality of the treatment because when i was in
ward i saw most of the doctor doing their internship and they wasn’t experience enough.

Tangibles: For the 1st time being patient in Chittagong medical, when I saw the
equipment, patient’s bed I realise about the quality of their service.

Empathy: As a critical patient I was expecting extra care from the doctor and nurses, but
they didn’t provide me any extra care.

Responsiveness: I asked the doctor about my condition, but he didn’t response to my

question.

5. The Zone of tolerance:

Services are heterogeneous in performance may vary across providers, across employees
from the same provider and even with the same service employee. The extent to which
customers recognize and are willing to accept this variation is called zone of tolerance
and it shown below. If service drops below adequate service – the minimum level
considered acceptable – customers will be frustrated and most likely dissatisfied with the
company. If service performance is above the zone of tolerance at the top end – where
performance exceeds desired service – customers will be very pleased.

Desired Service
Zone of Tolerance
Adequate Service

It makes me so much frustrated because, Chittagong Medical offering less services in

terms of their promise. They are using old equipment, their environment is very
unhygienic and their behaviour was so rude.

6. Service blueprint:
Physical Arrived at Registrati Stretcher Elevator ward Laboratory Bill desk
Evidence hospital on wheel chair stairs exit/
parking

Process Arrival Check in Emergency Ward Treatm Payment Leave

ent

Front stage Receptionist Doctor Surgeons Nurses Receptionist

visible person

Back stage
Registration Studying the patients Registration
invisible
system CASE system
person
7. Service recovery:
When I was taking my treatment I was facing bad smell because of other patients, I
couldn’t breathe properly. I told it to the nurse but they didn’t do anything about it. At
least they could provide me a mask. The whole situation was a bad experience for me.

8. Consequence of not taking corrective action:

If they do not take corrective action they will lose their present patient, they also lose
their reputation. If they continue this kind of service it can courses unwanted hassles like-
providing wrong treatment and patient will sue against the doctor and hospital.

9. Recommendations of improve service quality:

 They should maintain their environment.
 They should provide emergency treatment on time.
 They should bring new equipment.
 They should make new structure for AC cabin.
 They should train their nurses to behave well with the patient.

10. Conclusion:

In our county every city has a government medical college hospital. We also have one
which is Chittagong Medical College Hospital, Where thousands of people take service.
As a medical service provider Chittagong Medical has lots of problems which I mention
in my presentation. I think they should take necessary steps as soon as possible to
overcome this problem to ensure the best service for the patients.