Assessment of the Level of Relationship among Service Quality, Customer Satisfaction and Customer Loyalty: The Case of Paulos Hospital
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Date
2014-06
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Addis Ababa University
Abstract
Purpose- to assess the extent of association between each of the service quality dimensions with satisfaction and loyalty as well as among loyalty, service quality and satisfaction. To assessed the level of change on satisfaction and loyalty per unit change of each dimensions of service quality, and to assess the level of change on loyalty per unit change of service quality and satisfaction.
Methodology/approach_ this report was done from empirical evidence drawn from descriptive and explanatory study. Primary and secondary data were collected randomly from 384 samples through questionnaire and analyzed through SPSS 16.0 statistical packages.
Findings: Empathy, tangibility, assurance and reliability were positively and significantly but responsiveness was positively and non-significantly associated with satisfaction. Assurance responsiveness and reliability were positively and significantly but, tangibility and empathy were positively and non-significantly associated with loyalty. Loyalty was positively and significantly associated with both service quality and satisfaction in the health care service of Paulo’s. A unit amount of change on assurance, empathy, tangibility, reliability and responsiveness brought a change of 0.639, 0.319, 0.240, 0.122 and 0.051 on satisfaction respectively, of which assurance was the largest and responsiveness was the smallest and 98.40% of satisfaction was explained jointly by these dimensions significantly. A unit amount of change on assurance, tangibility, empathy, responsiveness and reliability brought a change of 0.576, 0.413, 0.267, 0.164, and 0.01 on loyalty respectively, of which assurance was the largest and reliability was the smallest and 98.20% of loyalty was explained jointly by these dimensions significantly. In both satisfaction and loyalty assurance was the largest predictor. A unit amount of change on satisfaction and service quality brought a change of 0.801 and 0.196 on the loyalty respectively and 98.80% of loyalty was explained jointly by service quality and satisfaction significantly.
Practical implications_ Paulo’s hospital’s corporate strategies should emphasize and allocate better resources to improve service quality dimensions that have most impact on service quality and patients’ satisfaction thereby to achieve high overall medical health care services. These findings also used as bases for academic researchers in the contexts of health care in Ethiopia.
Originality: The researcher declared that this research was his original work
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Keywords
Service quality (dimensions), patients’ satisfaction, patients’ loyalty