Management Journals | Marketing Management

The IUP Journal of Marketing Management

Private Healthcare Service Quality and Patients' Revisit Intention During Covid-19: An Empirical Analysis

Article Details

Pub. Date	: Feb, 2022
Product Name	: The IUP Journal of Marketing Management
Product Type	: Article
Product Code	: IJMM20222
Author Name	: V K Jincy* and R Reshmi**
Availability	: YES
Subject/Domain	: Marketing
Download Format	: PDF Format
No. of Pages	: 16

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Abstract

This paper examines the service quality of private healthcare institutions in Kerala during the Covid-19 pandemic period. Data was collected from 159 inpatients on a convenient sampling basis through Google Forms. The modified SERVQUAL scale used in the study proved highly reliable. Gap analysis in the study showed that the patient's expectation exceeds their perception for all dimensions of service quality. Social responsibility, empathy and responsiveness are the dimensions requiring prompt attention due to their high negative Gap scores. The study also found that the hospitals are not taking adequate measures to address the Covid-related stress and anxiety of patients. The results of the paired t-test showed significant difference between the expected and perceived service quality, and the correlation analysis revealed significant relationship between the service quality and the revisit intention of patients. The study suggests reduction in treatment charges and better staff management to ensure efficient and equitable access to private healthcare services. The healthcare managers can use the findings to develop strategies to mitigate the impact of Covid-19 on private healthcare service quality.

Introduction

Healthcare is one of the most important and growing service industries in the world. It promotes health status and social welfare of the society. According to the World Health Organization, health is a fundamental human right which deserves protection by the law (Habersack and Luschin, 2013). This fundamental human right can be ensured by delivering quality healthcare services in the society. Quality health service is concerned with delivering the right care, at the right time by accurately responding to the patients' needs and preferences, with minimum harm and resource wastage (World Health Organization, World Bank Group, 2018).