Analyzing Myanmar customers' perceptions on the quality of Thailand medical service.

Abstract

This study aims to analyze the Myanmar customers’ satisfaction towards service provided by Thailand Hospitals. The objectives of the studies are to examine the Myanmar customers’ perceptions on the quality of Thailand Medical Service. The study consists of 294 respondents who have experienced in customer service of Thailand Hospitals. Data were analyzed using correlations and linear regression and principal component to establish the modified SERVQUAL scale’s tangibility, reliability, responsiveness, assurance, and empathy. The results confirm that the five dimensions are a distinct construct for hospital service quality. Each dimension has a significant relationship with hospital service quality. The finding of this study indicates that the establishment of higher levels of hospital service quality will lead customers to have a high degree of satisfaction. However, this study did not explore the perspective of service providers. This is the limitation in as much as it only considers the Myanmar patients' view, which might be different from the providers' view. This study will enable Thailand hospitals to have a better understanding of the effects of service quality, which will lead to customer satisfaction to build long term relationships with their patients.