Title: Effect of effective patient communication and customer orientation on service quality leading to patient satisfaction: a study of multi-specialty hospitals of North India
Authors: Ajay Kumar Dogra; Sanjeev Kumar Sharma
Addresses: University Institute of Applied Management Sciences, Panjab University, Chandigarh, India ' University Institute of Applied Management Sciences, Panjab University, Chandigarh, India
Abstract: Patient satisfaction has remained a cardinal indicator for the measurement of healthcare quality for a long time. It may be considered as a proxy but it is a dominant indicator to measure success of a hospital. As the hospital services are critical in nature and deal with the life and health of patients, effective and quality communication in a perceptive and convincing manner leads to patient satisfaction. Effective communication in hospitals results in patient compliance and better quality of services. The model tries to find out the impact of effective patient communication and customer orientation on service quality and effect of service quality on patient satisfaction. The structural model has been tested with the help of structural equation modelling using partial least square method, on a sample size of 500 patients from selected multi-specialty hospitals of North India. The findings of the study imply that effective patient communication and customer-oriented behaviour significantly impacts the service quality in multi-specialty hospitals which explains substantial variance in patient satisfaction.
Keywords: effective patient communication; customer orientation; service quality; patient satisfaction; hospital services; India.
International Journal of Management Practice, 2021 Vol.14 No.3, pp.368 - 385
Received: 27 Jan 2020
Accepted: 04 Sep 2020
Published online: 14 Apr 2021 *