Shri Dharmasthala Manjunatheshwara Institute

for Management Development

MARKETING RESEARCH

Factors influencing customer satisfaction in

Healthcare Services

Submitted To: Dr. Keethan Raj

Associate Professor – Marketing

Submitted By: GROUP 3 – SECTION C

Name PGDM No’s

Karthik P 23134
Shreyas 23151
Siddanth Ballal 23154
Parthiban S 23142
Vijay Anand 23170

Submitted On: 06 March 2024

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 Declaration

We hereby declare that except where specific reference is made to the work of others, the
contents of this project work are original and have not been submitted in whole or in part for
consideration for any other degree or qualification in this, or any other university. This
project is our own work and does not contain any outcome of work done in collaboration with
others outside of the assigned group, except as specified in the text and Acknowledgements.

Signature:
Karthik P (23134)
Parthiban (23142)
Shreyas (23151)
Siddanth Ballal (23154)
Vijay Anand (23170)

Place: Mysuru
Date: 06 March 2024

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 EXECUTIVE SUMMARY

The healthcare industry has experienced notable changes recently, driven by technological
advancements and the increasing adoption of digital solutions. This study examines the
factors that contribute to customer satisfaction in healthcare, aiming to bridge the gap
between theoretical knowledge and current trends.

Through a comprehensive review of existing literature and primary research, this study sheds
light on the evolving dynamics of healthcare consumerism. By analysing consumer
preferences and behaviours, it offers valuable insights for healthcare organizations seeking to
adapt their strategies and improve customer satisfaction.

Key findings highlight the importance of factors such as quality of care, effective
communication with healthcare providers, and the convenience of services in shaping
customer satisfaction. Additionally, access to digital health platforms and personalized
healthcare experiences are emerging as significant influencers of patient preferences.

In the context of the Indian healthcare sector, this study identifies opportunities for enhancing
patient satisfaction through improved service delivery and technological innovation.
Collaborative efforts between healthcare providers and digital health startups can facilitate
the development of user-friendly platforms and customized solutions to meet patient needs.

Strategies aimed at enhancing customer satisfaction in healthcare may include investment in

telemedicine services, the implementation of electronic health records systems for seamless
information exchange, and the adoption of patient-centric care models. Educating patients
about the advantages of digital health tools and ensuring robust data security measures are
also crucial for building trust and confidence in online healthcare services.

Overall, this study provides actionable insights for healthcare organizations to better
understand and address the factors influencing customer satisfaction, thereby fostering long-
term relationships, and driving continual improvements in the healthcare experience.