SERVICE QUALITY ANALYSIS OF HEALTHCARE SERVICES OFFERED BY

KOYILI HOSPITAL

Synopsis submitted in partial fulfillment of the requirements for the award

for the degree of

MASTERS OF BUSINESS ADMINISTRATION

Of

BANAGALORE UNIVERSITY

BY:

NISHANTH ANAND

REGISTRATION NUMBER: 15YACMD127

UNDER THE GUIDANCE OF

SINDHU R.MENON

ASSISTANT PROFESSOR

PRESIDENCY COLLEGE
HEBBAL, BANGALORE 560024

2016-17
TITLE:-

SERVICE QUALITY ANALYSIS OF HEALTHCARE SERVICES OFFERED BY KOYILI

HOSPITAL

INTRODUCTION ABOUT THE COMPANY

Koyili hospital is a 350 bed, super specialty medical facility which provides wide-ranging
medical amenities and services. It is one of the apex hospitals in Kannur (Kerala) and is reputed
for its uncompromising medical assistance, which takes into account latest technology and
outstanding healthcare. The hospital has been achieving extraordinary growth for the past two
decades. It had flourished from a 50 bed medical facility to a modern sophisticated healthcare.

Born with a strong desire to provide quality and economical healthcare to his folks Mr. K
Bhaskaran was the one who established this hospital. The main aim for setting up this hospital
was so that even the financially weaker section of the society can avail all the medical facilities
at an economical rate.

At present they are one of the leading hospital in their province with set of renowned medical
practitioners and professionals. They provide some of the advanced and latest medical treatments
at affordable rates to their patients. They have the finest combination of medical and paramedical
forces, support staff and infrastructure that pave the way in specialized areas of modern medical
sciences.

NEED FOR THE STUDY

This research is done so that it will help the consumers of the hospital to get better value and
treatment for their money. This research will advice the hospital authorities to know what are the
changes that they should bring about in their hospital by taking in recommendations from their
consumers, their staff members and even some of the doctors so that better quality of health care
services can be offered. In these days where competition is stiff in the market it is important that
they provide the right services at the right price so that they can bring in new consumers and
retain the existing consumers with them which is possible only by providing the best healthcare
facility at the most reasonable rate.

STATEMENT OF THE PROBLEM

It’s a known fact that the healthcare executives are always under pressure to increase their
revenues which gives way to diminishing quality of health care services provided by them. The
degeneration of quality can occur due to the poor management of the hospital, lack of training
among the staff members, poor infrastructure and various external factors. So this research looks
into the changes that must be brought in so that they can provide a better quality of healthcare
services to their consumers.

OBJECTIVES OF THE STUDY

The objectives of the study can be stated as:

1. To understand consumer expectations and perceptions on various health care services

provided by the hospital. This will help in understanding need gaps, based on which the
hospital can improve its service offer.
2. To know what are the changes that needs to be adopted so that the doctors and staff
members can bring out their best and provide the best services.
3. To understand competitive landscape in terms of their value proposition and marketing
strategies.
4. To make recommendations to Koyili hospital on how to retain and expand their business.
SOURCES OF DATA

1. Primary data:

Primary sources are original materials on which research is based. They are first-hand testimony
or direct evidence concerning a topic under consideration. They present information in its
original form, neither interpreted nor condensed nor evaluated by other writers. Whether a source
of primary can be determined by the way it is being used by the researcher. It is the data which is
collected directly by the researcher from own experience and observation. It is the firsthand
information that the researcher gets through his research.

In this study primary data will be collected using survey method where face to face interviews
will be conducted with respondents.

2. Secondary data:

Secondary sources offer interpretation or analysis based on primary sources. They may explain
primary sources and often uses them to support a specific thesis or argument or to persuade the
reader to accept a certain point of view. Such works are one or more steps removed from the
event—being written with the benefit of hindsight. Published data and the data which are already
collected in the past or by some other parties is called secondary data.

In this study secondary data will be used to gain deeper understanding about health care sector in
Kerala. Sources will be newspaper and magazine articles, previous research reports from
journals, hospital records etc.
SAMPLING

When the size of the population is too large we often resort to sampling. When a group of
population is chosen to represent the entire population it is known as Sample. A Sample is said to
be a subset containing the characteristics of the entire population. It is difficult to attain
information from everyone in the Hospital so sampling technique will be followed.

Research Methodology: Quantitative and Qualitative.

Quantitative Study: Survey among patients visiting Koyili Hospital.

Qualitative Study: Depth interviews with staff and doctors of Koyili Hospital

Depth interviews with staff and doctors of competition hospitals

SAMPLE UNIT:

Patients of Koyili hospital; Staff and doctors of Koyili hospital and competition

SAMPLING TECHNIQUE:

The research uses Convenience Non-Probability sampling. It is said to be Non Probability

sampling because there is no way to estimate the probability of any one element being included
in the sample. It is sometimes referred to as haphazard or accidental sampling. It is not normally
representative of the target population because sample units are only selected if they can be
accessed easily and conveniently.

SAMPLE SIZE

Quantitative study: 50 patients

Qualitative study: Depth interviews with 5 staff and 3 doctors from each hospital.
TOOLS FOR DATA COLLECTION

Quantitative study: Questionnaire

Qualitative study: Depth interview guideline

The questionnaire is most frequently a very summarizing, preplanned set of questions designed
to fetch specific information to meet a particular need for research information about a pertinent
topic. The research information is attained from respondents normally from a related interest
area.
In this study a structured questionnaire with close ended questions and scales will be used.
Where ever required open ended questions will be there.

Interview schedule will be used to conduct depth interviews. A schedule is a set of questions
with structured answers to interviewer, researcher or investigator. Interview schedule is a set of
questions formulated and presented with specific purpose for testing an assumption or
hypothesis.

PLAN OF ANALYSIS:
The data will be tabulated. Simple percentages will be calculated to analyse the data and
represented through graphs and charts.
CHAPTER SCHEME

 INTRODUCTION
 REVIEW OF THE LITERATURE
 OBJECTIVES
 RESEARCH METHODOLOGY
 DATA ANALYSIS AND INTERPRETATION
 FINDINGS OF THE STUDY
 CONCLUSIONS AND SUGGESTIONS
 ANNEXURES
 Questionnaire
 Bibliography

Signature of the Candidate Signature of the faculty guide

Date: