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CONSUMER PERCEPTION OF HOSPITALITY SERVICES IN JCI ACCREDITED HOSPITALS AT DELHI – NCR: AN EXPLORATORY RESEARCH ON GROWTH OF MEDICAL TOURISM
Corresponding Author(s) : Rajnish Shukla
Humanities & Social Sciences Reviews,
Vol. 7 No. 1 (2019): January
Abstract
Purpose: This research focuses on understanding the consumer perception and scope of hospitality services provided to patients and their attendants, getting admitted for treatment at internationally accredited multispecialty hospitals. The study also gives insights into the relation among these service elements and their role in the overall satisfaction of patients coming to Delhi NCR as a medical tourist.
Methodology: Literature review and interviews with hospital staff, involved as service providers, to find the hospitality services and facilities provided to patients coming to Delhi NCR as a medical tourist. The study adopted survey through questionnaire method to collect primary data, which is analysed through SPSS to study the perceptions of patients/attendants and its relationship with overall patient satisfaction.
Main Findings: This research finds that the majority of the JCI accredited hospitals in Delhi-NCR, show fairly good focus on patient care and hospitality centric service style was in place. Hospitality aspects are considered as an opportunity to enhance service excellence and the same is supported by management to bring better patient satisfaction. However, the research found some neglected desires of patients and few areas of poor service delivery.
Applications: Hospitals benefiting with medical tourism where attention to nonclinical services is magnified due to a higher expectation of the guest, will benefit from this research. This research would be valuable to healthcare organizations in doing their best to achieve greater patient’s satisfaction, which will improve our image as a destination for Medical Value Travel.
Novelty/Originality: This study explores hospitality services and their relative importance in patient satisfaction. This study describes higher patient satisfaction as an outcome of excellence in non-clinical services. The research outcome is based on primary data and offers a first-hand view of patients perceived hospitality service quality and its constituents.
Keywords
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- Adams, A. (2008). Medicine by design. University of Minnesota press. https://doi.org/10.1108/09526869810231541
- Andaleeb, S. S. (1998, Vol. 11, Issue 6). Determinants of customer satisfaction with hospitals: a managerial model. International Journal of Health Care Quality Assurance, pp. 181 - 187. https://doi.org/10.1016/S0277-9536(00)00235-5 DOI: https://doi.org/10.1108/09526869810231541
- Andaleeb, S. S. (2001). Service quality perceptions and patient satisfaction: a study of hospitals in a developing country. Social Science and Medicine, pp. 1359 - 1370. DOI: https://doi.org/10.1016/S0277-9536(00)00235-5
- Asif, S., &Sargeant, A. (2000).Modelling internal communication in the financial services sector. European Journal of marketing, p. 299 317. https://doi.org/10.1108/03090560010311867 DOI: https://doi.org/10.1108/03090560010311867
- Boshoff, C., & Grey, B. (2004, Vol. 35, No. 4). The Relationships between Service Quality, Customer Satisfaction and Buying Intentions in the Private Hospital Industry. South African Journal of Business Management, pp. 27 - 37. DOI: https://doi.org/10.4102/sajbm.v35i4.666
- Bramhbhatt, D. M., Baser, D. N., & Joshi, P. N. (2011). An Empirical Investigation of Patient's Perceptions of Service Quality. International Journal of Multidisciplinary Research.
- Chaudhary, M., &Agrawal, A. (2014, Vol. 7, No. 2,). Medical Tourism in National Capital Region India: Perspectives of the Medical Service Providers. IMED, pp. 35 - 42.
- CMS. (2010, July). HCAHPS fact Sheet. Canter for Medicare and Medicaid Services.
- Crooks, V. A., Kingsbury, P., Snyder, J., &Jhonston, R. (2010). What is known about patient's experience od medical tourism? A Scoping Review. BMC Health Services Research. https://doi.org/10.1186/1472-6963-10-266 DOI: https://doi.org/10.1186/1472-6963-10-266
- FICCI &Quaintiles IMS. (2016). Medical Value Travel in India. MS Health India.
- Gilbert, F. W., Lumpkin, J. R., & al., e. (1992). Adaptation and customer expectation of health care options. Journal of Health Care Marketing: pp. 46 - 55.
- Haddrell, v., & Danaher, P. J. (1996, Vol. 7, Issue: 4). A comparison of question scales used for measuring customer satisfaction. International Journal of Service Industry Management, pp. 4 -26. https://doi.org/10.1108/09564239610129922 DOI: https://doi.org/10.1108/09564239610129922
- Hansemark, O. C., &Albinsson, M. (2004). Customer Satisfaction and Retention: the experiences of individual employees. Managing Service Quality, pp. 40 – 57. https://doi.org/10.1108/09604520410513668 DOI: https://doi.org/10.1108/09604520410513668
- Heskett, J. L., Jones, T. O., Loveman, G. W., Jr, W. E., & Schlesinger, L. A. (1994, March - April). Putting the service profit chain to work. Harvard business review, pp. 164 - 174.
- Jackson, J., & J Chamberlin, e. a. (2001).Predictors of patient satisfaction. Social Science and Medicine, pp. 609-620. https://doi.org/10.1016/S0277-9536(00)00164-7 DOI: https://doi.org/10.1016/S0277-9536(00)00164-7
- Jones, T., &Sasser, W. (1995). Why satisfied customers defect, Harvard Business Review. pp. 88 - 99.
- Loncaric, D., Loncaric, D., & Markovic, S. (2015, Vol. 3). Health Tourism, Customer Satisfaction and Quality of Life: The Role of Speciality Hospitals. ToSEE – Tourism in Southern and Eastern Europe, Vol. 3, pp. 159-173, 2015, pp. 159 - 173.
- Malhotra, N., & Dash, S. (2015). Marketing Research: An applied orientation. Pearson Publication.
- Maloot, D. W. (1959 -1961). Deane W Malott Papers, .Division of Rare and Manuscript Collection, Cornell University Library.
- Manaf, N. H. (2012). Inpatient Satisfaction: An analysis of Malaysian public Hospitals. International Journal of Public sector Management, 6 - 16. https://doi.org/10.1108/09513551211200258 DOI: https://doi.org/10.1108/09513551211200258
- Markovic, S., Loncaric, D., &Loncaric, D. (2014, Vol. 20, No. 2).SERVICE QUALITY AND CUSTOMER SATISFACTION IN THE HEALTH CARE INDUSTRY - TOWARDS HEALTH TOURISM MARKET. Tourism and Hospitality Management, pp. 155 - 170. DOI: https://doi.org/10.20867/thm.20.2.1
- O’Connor, S., Trinh, H. Q., & al, e. (2000).Perceptual gaps in understanding patient expectations for health care service quality. Health Care Management Review, pp. 7 - 23. https://doi.org/10.1097/00004010-200004000-00002 DOI: https://doi.org/10.1097/00004010-200004000-00002
- Oliver, R. (1997). Satisfaction: A behavioural perspective on the Consumer. New York: McGraw- Hill.
- Padma, P., Rajendran, C., &Lokachari, P. S. (2010, Oct.). Service quality and its impact on customer satisfaction in Indian Hospitals: Perspectives of patients and their attendants. Benchmarking an International Journal –Emerald International Journal, pp. 807 - 841. https://doi.org/10.1108/14635771011089746 DOI: https://doi.org/10.1108/14635771011089746
- Pakdil, F., & Harwood, T. N. (2005). Patient Satisfaction in a Preoperative Assessment Clinic: An Analysis Using SERVQUAL Dimensions. Total Quality Management, pp. 15 - 30. https://doi.org/10.1080/1478336042000255622 DOI: https://doi.org/10.1080/1478336042000255622
- Panda, T. K., &Satyabrat, D. (2014, Vol XIII, No. 4). The Role of Tangibility in Service Quality and its impact on External Customer Satisfaction: A Comparative Study of Hospital and Hospitality Sectors. IUP Journal of Marketing Management, pp. 55 - 69.
- Punam, G., Bhawna, P., & al, e. (Vol 1, Issue 2, 2012).Challenges and Strengths of Medical Tourism in Delhi NCR. DU Journal of Undergraduate research and Innovation, 230 - 251.
- Reichheld, F., & sasser, W. (1990, Sept - Oct). Zero defects, Quality comes to services. Harvard Business review, pp. 105 - 111.
- Robeznieks, A. (2014, Sept 06 06). Hospitable Hospitals - Winning Entries in Annual Design Awards keep focus on patient experience. Retrieved from www.modernhealthcare.com/sections/designawards-2010
- RukminiShrinivasan, E. B. (2018, Dec 8). The big Draw: IndianTourism in Numbers. Economic Times.
- Rust, R., &Keiningham, A. J. (1995). Return on quality (ROQ): Making service quality financially accountable. Journal of Marketing, pp. 58 - 70. https://doi.org/10.1177/002224299505900205 DOI: https://doi.org/10.1177/002224299505900205
- https://doi.org/10.2307/1252073 DOI: https://doi.org/10.2307/1252073
- Sadia, S. A. (2008). Models in Consumer Buying behaviour. In S. SamarAli, Models in Consumer Buying behaviour (pp. 90 - 97). New Delhi: Regal Publications.
- Studer, Q. R. (2012). Hardwire Your Hospital for Pay for Performance Success. In The HCAHPS Hand Book: Gulf Breeze FL Fire Starter Publishing.
- Swain, D., &Sahu, S. (2008). Opportunities and Challenges in Health Tourism in India. Conference on Tourism in India - Challenges ahead (pp. 475 - 484).IIM Kozhikode.
- Ueltschy, L. C., Laroche, M., Eggert, M., & al., e. (2007, Vol. 21, No. 6). Service Quality and Satisfaction: An International Comparison of Professional Services Perceptions. Journal of Services Marketing, pp. 410 - 423. https://doi.org/10.1108/08876040710818903 DOI: https://doi.org/10.1108/08876040710818903
- Wu, Z., Robson, S., & Hollis, B. (2013, January / February). The Application of Hospitality Elements in Hospitals. Journal of Healthcare Management, pp. 47 - 62. https://doi.org/10.1097/00115514-201301000-00009 DOI: https://doi.org/10.1097/00115514-201301000-00009
References
Adams, A. (2008). Medicine by design. University of Minnesota press. https://doi.org/10.1108/09526869810231541
Andaleeb, S. S. (1998, Vol. 11, Issue 6). Determinants of customer satisfaction with hospitals: a managerial model. International Journal of Health Care Quality Assurance, pp. 181 - 187. https://doi.org/10.1016/S0277-9536(00)00235-5 DOI: https://doi.org/10.1108/09526869810231541
Andaleeb, S. S. (2001). Service quality perceptions and patient satisfaction: a study of hospitals in a developing country. Social Science and Medicine, pp. 1359 - 1370. DOI: https://doi.org/10.1016/S0277-9536(00)00235-5
Asif, S., &Sargeant, A. (2000).Modelling internal communication in the financial services sector. European Journal of marketing, p. 299 317. https://doi.org/10.1108/03090560010311867 DOI: https://doi.org/10.1108/03090560010311867
Boshoff, C., & Grey, B. (2004, Vol. 35, No. 4). The Relationships between Service Quality, Customer Satisfaction and Buying Intentions in the Private Hospital Industry. South African Journal of Business Management, pp. 27 - 37. DOI: https://doi.org/10.4102/sajbm.v35i4.666
Bramhbhatt, D. M., Baser, D. N., & Joshi, P. N. (2011). An Empirical Investigation of Patient's Perceptions of Service Quality. International Journal of Multidisciplinary Research.
Chaudhary, M., &Agrawal, A. (2014, Vol. 7, No. 2,). Medical Tourism in National Capital Region India: Perspectives of the Medical Service Providers. IMED, pp. 35 - 42.
CMS. (2010, July). HCAHPS fact Sheet. Canter for Medicare and Medicaid Services.
Crooks, V. A., Kingsbury, P., Snyder, J., &Jhonston, R. (2010). What is known about patient's experience od medical tourism? A Scoping Review. BMC Health Services Research. https://doi.org/10.1186/1472-6963-10-266 DOI: https://doi.org/10.1186/1472-6963-10-266
FICCI &Quaintiles IMS. (2016). Medical Value Travel in India. MS Health India.
Gilbert, F. W., Lumpkin, J. R., & al., e. (1992). Adaptation and customer expectation of health care options. Journal of Health Care Marketing: pp. 46 - 55.
Haddrell, v., & Danaher, P. J. (1996, Vol. 7, Issue: 4). A comparison of question scales used for measuring customer satisfaction. International Journal of Service Industry Management, pp. 4 -26. https://doi.org/10.1108/09564239610129922 DOI: https://doi.org/10.1108/09564239610129922
Hansemark, O. C., &Albinsson, M. (2004). Customer Satisfaction and Retention: the experiences of individual employees. Managing Service Quality, pp. 40 – 57. https://doi.org/10.1108/09604520410513668 DOI: https://doi.org/10.1108/09604520410513668
Heskett, J. L., Jones, T. O., Loveman, G. W., Jr, W. E., & Schlesinger, L. A. (1994, March - April). Putting the service profit chain to work. Harvard business review, pp. 164 - 174.
Jackson, J., & J Chamberlin, e. a. (2001).Predictors of patient satisfaction. Social Science and Medicine, pp. 609-620. https://doi.org/10.1016/S0277-9536(00)00164-7 DOI: https://doi.org/10.1016/S0277-9536(00)00164-7
Jones, T., &Sasser, W. (1995). Why satisfied customers defect, Harvard Business Review. pp. 88 - 99.
Loncaric, D., Loncaric, D., & Markovic, S. (2015, Vol. 3). Health Tourism, Customer Satisfaction and Quality of Life: The Role of Speciality Hospitals. ToSEE – Tourism in Southern and Eastern Europe, Vol. 3, pp. 159-173, 2015, pp. 159 - 173.
Malhotra, N., & Dash, S. (2015). Marketing Research: An applied orientation. Pearson Publication.
Maloot, D. W. (1959 -1961). Deane W Malott Papers, .Division of Rare and Manuscript Collection, Cornell University Library.
Manaf, N. H. (2012). Inpatient Satisfaction: An analysis of Malaysian public Hospitals. International Journal of Public sector Management, 6 - 16. https://doi.org/10.1108/09513551211200258 DOI: https://doi.org/10.1108/09513551211200258
Markovic, S., Loncaric, D., &Loncaric, D. (2014, Vol. 20, No. 2).SERVICE QUALITY AND CUSTOMER SATISFACTION IN THE HEALTH CARE INDUSTRY - TOWARDS HEALTH TOURISM MARKET. Tourism and Hospitality Management, pp. 155 - 170. DOI: https://doi.org/10.20867/thm.20.2.1
O’Connor, S., Trinh, H. Q., & al, e. (2000).Perceptual gaps in understanding patient expectations for health care service quality. Health Care Management Review, pp. 7 - 23. https://doi.org/10.1097/00004010-200004000-00002 DOI: https://doi.org/10.1097/00004010-200004000-00002
Oliver, R. (1997). Satisfaction: A behavioural perspective on the Consumer. New York: McGraw- Hill.
Padma, P., Rajendran, C., &Lokachari, P. S. (2010, Oct.). Service quality and its impact on customer satisfaction in Indian Hospitals: Perspectives of patients and their attendants. Benchmarking an International Journal –Emerald International Journal, pp. 807 - 841. https://doi.org/10.1108/14635771011089746 DOI: https://doi.org/10.1108/14635771011089746
Pakdil, F., & Harwood, T. N. (2005). Patient Satisfaction in a Preoperative Assessment Clinic: An Analysis Using SERVQUAL Dimensions. Total Quality Management, pp. 15 - 30. https://doi.org/10.1080/1478336042000255622 DOI: https://doi.org/10.1080/1478336042000255622
Panda, T. K., &Satyabrat, D. (2014, Vol XIII, No. 4). The Role of Tangibility in Service Quality and its impact on External Customer Satisfaction: A Comparative Study of Hospital and Hospitality Sectors. IUP Journal of Marketing Management, pp. 55 - 69.
Punam, G., Bhawna, P., & al, e. (Vol 1, Issue 2, 2012).Challenges and Strengths of Medical Tourism in Delhi NCR. DU Journal of Undergraduate research and Innovation, 230 - 251.
Reichheld, F., & sasser, W. (1990, Sept - Oct). Zero defects, Quality comes to services. Harvard Business review, pp. 105 - 111.
Robeznieks, A. (2014, Sept 06 06). Hospitable Hospitals - Winning Entries in Annual Design Awards keep focus on patient experience. Retrieved from www.modernhealthcare.com/sections/designawards-2010
RukminiShrinivasan, E. B. (2018, Dec 8). The big Draw: IndianTourism in Numbers. Economic Times.
Rust, R., &Keiningham, A. J. (1995). Return on quality (ROQ): Making service quality financially accountable. Journal of Marketing, pp. 58 - 70. https://doi.org/10.1177/002224299505900205 DOI: https://doi.org/10.1177/002224299505900205
https://doi.org/10.2307/1252073 DOI: https://doi.org/10.2307/1252073
Sadia, S. A. (2008). Models in Consumer Buying behaviour. In S. SamarAli, Models in Consumer Buying behaviour (pp. 90 - 97). New Delhi: Regal Publications.
Studer, Q. R. (2012). Hardwire Your Hospital for Pay for Performance Success. In The HCAHPS Hand Book: Gulf Breeze FL Fire Starter Publishing.
Swain, D., &Sahu, S. (2008). Opportunities and Challenges in Health Tourism in India. Conference on Tourism in India - Challenges ahead (pp. 475 - 484).IIM Kozhikode.
Ueltschy, L. C., Laroche, M., Eggert, M., & al., e. (2007, Vol. 21, No. 6). Service Quality and Satisfaction: An International Comparison of Professional Services Perceptions. Journal of Services Marketing, pp. 410 - 423. https://doi.org/10.1108/08876040710818903 DOI: https://doi.org/10.1108/08876040710818903
Wu, Z., Robson, S., & Hollis, B. (2013, January / February). The Application of Hospitality Elements in Hospitals. Journal of Healthcare Management, pp. 47 - 62. https://doi.org/10.1097/00115514-201301000-00009 DOI: https://doi.org/10.1097/00115514-201301000-00009