The study of service quality affecting customer satisfaction of private hospital in Myanmar.

Abstract

This study aims to find out the level of expected quality and service quality of the customers as well as to know the relationship between the service quality and customer satisfaction. The study is based on demographic variables and service qualities dimensions of tangibility, reliability, responsiveness, assurance and empathy. The study is done in a private hospital “Chan Myae Myitta” which is located in Thanlyin, Myanmar. The data are collected from 100 respondents in both IPD and OPD departments via self-administered questionnaires. Target population is customers and their family members as well as friends who visit them during their stay in the hospital. Random sampling method is used to collect the data and they are analysed by SPSS program. Descriptive statistics is used to analyse the level of gap between customer expectation and the service perceived from the hospital. Regression analysis is used to find out the impact of the service quality dimension on the customer satisfaction. The result found out that customer of CMMH expected more of reliability, empathy and assurance factors before they visited to the hospital but the least that they perceived service quality factors are tangibility and responsiveness and the most service quality perceived are Reliability, Empathy and Assurance. The top most gap of customer perceived and expected of the service quality are Responsiveness, Empathy and Tangibility. However, the service factors that impact to customer satisfaction are Assurance and Empathy service factors. This study is useful for CMMH management team to improve the service quality of the hospital and also customer satisfaction as competitive advantage in this industry by knowing their customers perception and expectation of their service quality of CMMH hospital.