Customer Determinants of Perceived Service Quality in a Business to Business Context : A Study within the Health Services Industry

by : Dr Lesley White and Mark Galbraith BCom (Hons)

(Published by : ANZMAC 2000 Visionary Marketing for the 21st Century: Facing the Challenge)

Abstract
Achieving and maintaining customer-perceived service quality is regarded as essential strategy for the successful provision of overall customer satisfaction and customer retention in today’s competitive environment (Parasuraman, Zeithaml, and Berry 1985, 1990; Reichheld & Sasser 1990). The measurement of perceived service quality is commonplace in service industries today as it is considered fundamental for the long term survival of service providers (MacStravic 1997). This research aimed to measure and evaluate the determinants of perceived service quality within the business markets of a health care service provider. The study examines the dimensions of perceived service quality included in the SERVQUAL model as well as dimensions proposed by other researchers Interviews were conducted with decision makers from 5 private hospitals and 13 nursing homes and questionnaires were received from 44 doctors. The findings of this study show that the SERVQUAL instrument offers direction in terms of identifying important attributes associated with services in business to business contexts. However, the results of this study found that when assessing the service quality perceptions of business customers in health care settings, a more comprehensive list of attributes than the five dimensions comprising Parasuraman, Zeithaml and Berry’s (1988) SERVQUAL model and the original ten attributes of service quality as proposed by the same researchers in 1985 is required. This study unveiled thirteen attributes considered to be relevant within the business markets of the sponsoring health service provider: ‘Reliability’, ‘Responsiveness’, Competence’, ‘Commitment’, Access’, Availability’, Communication’, Understanding’, Flexibility’, Tangibles/Functionality/Technology’, Credibility/Integrity’, ‘Courtesy/Friendliness’, ‘Helpfulness/Care’.
Additionally, the research revealed existing differences between the various customer segments.

Artikel lengkap dikompilasi oleh/hubungi :

Kanaidi, SE., M.Si*(Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management).

e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id

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