Health
care provider and policymakers are increasingly using patient
satisfaction measures to assess the performance of health care
organizations (Hibbard and Jewett 1996; Zaslavsky et al. 2000, Cited in
Cho, W.H. Lee, H. Kim, C. Lee, S. and Choi, K.S. 2004). International
accreditation agencies, such as the Joint Commission on Accreditation of
Healthcare Organizations (JCAHO) and the National Committee on Quality
Assurance (NCQA), have included satisfaction as a quality indicator
(Fahad, F. A. 2005).
Patient
opinions are important because dissatisfaction suggests opportunities
for improvement. Patient satisfaction can lead to a higher rate of
patient retention which affects customer loyalty (Nelson et al. 1992,
Cited in Cho, W.H. Lee, H. Kim, C. Lee, S. and Choi, K.S. 2004).
Past
research on patient satisfaction has also found a linkage between
satisfaction and hospital utilization. Several studies presented
evidence for an inverse relationship between satisfaction and the
frequency of patient visits (Linn, Linn, and Stein 1982; Pascoe &
Attkinsson 1983; West 1976). Given the prevailing view in the consumer
behaviour literature that patient satisfaction has positively affects to
loyalty. (Nelson et al. 1992, Cited in Hannele, H. Pekka, L. Kaija, N.
2001).
Hospitals
in the developed world recognize the importance of delivering patient
satisfaction as a strategic variable and a crucial determinant of
long-term viability and success (Davies and Ware 1988; Makoul et al.
1995; Royal Pharmaceutical Society 1997 cited in fahad, F. A. 2005).
The
SERVQUAL scale is a multiple-scale questionnaire that measures
expectations and perceptions of service quality and evaluates the
different aspects of quality under 5 dimensions: tangibles, reliability,
responsiveness, assurance, and empathy. This model was adapted in 1990
for use in healthcare settings , and is now considered a suitable
instrument for measuring the quality of care in hospital services.
(Babakus & Mangold, 1990. Cited in Araceli, G. Susana, P. and
Enrique, RG. 2005). The SERVQUAL dimensions such as Tangibles: The
appearance of physical facilities, equipment, personnel, and
communication materials, Reliability: The ability to perform the
promised service dependably and accurately, Responsiveness: The
willingness to help customers and to provide prompt service, Assurance:
The knowledge and courtesy of employers and their ability to convey
trust and confidence, Empathy: The provision of caring, individualized
attention to customers.
Several
studies have found a positive relationship between patient satisfaction
with health care and willingness to revisit the hospital (Atkins et
al., 1996; Lee, 1998; Lee, 2001; Lumby and England, 2000; Scarding,
1994; Zifko-Baliga and Kramp, 1997. Cited in Aie, M. L. Hee, Y.Yo.
(2007). Given the prevailing view in the consumer behaviour literature
that patient satisfaction has positively affects to loyalty. (Nelson et
al. 1992, Cited in Hannele, H. Pekka, L. Kaija, N. 2001).
It
is very important to clarify the factors influencing the patients
satisfaction with medical services, very little research has been
performed in this area. Thus it is necessary to clarify this
relationship, because this research can be used by management of
Hospital as a basis for establishing strategies to improve patient
satisfaction and thus lead them to visit the hospital again.