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The modern age can be called as the ³Age of Consumers´. In today¶s cut-throat competition the consumer is

considered as the king. Many policies of various organizations are aimed at keeping the consumer happy and

satisfied. It is very important for each and every organization to keep its consumers satisfied in order to maintain

its competitiveness in the market. Not only does this help the organization to maintain the size of its share in the

market, it might even help it to increase the size of its share. It might also be instrumental in increasing the

overall market size. This helps in increasing the overall profitability of the organization. It also helps the long-

term survival prospects of the organization. Consumers when viewed on the macro level exhibit similar traits.

However when we take a closer look and come down to the micro level, we find that the consumers vary as

compared to one another on one aspect or the other based on a variety of attributes (Kotler, 2003).

In the present business scenario of cutthroat competition, customer satisfaction has become the prime

concern of each and every kind of industry. Companies are increasingly becoming customer focused. Companies

can win


customers and surge ahead of competitors by meeting and satisfying the needs of the customers. World over

businesses have realized that marketing is not the only factor in attracting and retaining customers. Other major

factors responsible for the same are satisfaction through service quality and value. Even the best marketing

companies in the world fail to sell products and services that fail to satisfy the customers¶ needs. So customer

satisfaction is the keyword in today¶s fiercely competitive business environment.



 
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Whether the buyer is satisfied after purchase depends on the product¶s performance in relation to

the buyer¶s expectations. In general, satisfaction is a person¶s feelings of pleasure or disappointment

resulting from comparing a product¶s perceived performance in relation to his or her expectations. If the

performance falls short of expectations, the customer is dissatisfied. If the performance matches the

expectations, the customer is satisfied. If the performance exceeds expectations, the customer is highly

satisfied or delighted.

The link between customer satisfaction and customer loyalty is not proportional. Suppose customer

satisfaction is rated on a scale from one to five. At a very low level of customer satisfaction (level one),

customers are likely to abandon the company and even bad mouth it. At levels two to four customers are

fairly satisfied but still find it easy to switch when a better offer comes along. At level five, the customer is

very likely to repurchase and even spread good word à
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advice, and marketers¶ and competitors¶ information and promises. If marketers raise expectations too high,

the buyer is likely to be disappointed. However, if the company sets expectations too low, it won¶t attract

enough customers. Some of today¶s most successful companies are raising expectations and delivering

performances to match. These companies are aiming for TCS- total customer satisfaction. 

A customers¶ decision to be loyal or to defect is the sum of many small encounters with the company. The key to

generating high customer loyalty is to deliver high customer value. So a company must design a competitively

superior value proposition aimed at a specific market segment, backed by a superior value- delivery system.

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to deliver; it is more than the core positioning of the offering. Whether the promise is kept depends on the company¶s

ability to manage its value delivery system. The# #
 includes all the experiences the customer

will have on the way to obtaining and using the offering. 

Customer satisfaction is a feeling of pleasure or disappointment on the offers perceived

performance in relation to buyers¶ expectations. Expectation is defined as what the customer wants/requires from the

product/service and perceived performance is the perception of the customer about the product/service i.e.

evaluation of the product/service after using it. So perception is what the customer actually receives/gets from the

product/service. The evaluation is done by comparing the expectations with the perceived performance of the

product/service. Therefore customer satisfaction is a function of perceived performance and customer expectations.

Customers who are just satisfied find it easy to switch over when a better offer comes than those who are highly

satisfied. For customer focused companies satisfaction is both a goal as well as a marketing tool. What a consumer

thinks about the product or services offered by a firm can have a marked effect on the purchase of its products or

services. So one of the tasks before the management is to know what the consumer expect and what they are getting

in return.

Satisfaction is a judgment that a product or service feature, or the product or service itself, provided (or is

providing) a pleasurable level of consumption- related fulfillment, including levels of under- or over fulfillment. The

expectations-disconfirmation paradigm provides the most popular explanation of consumer satisfaction. However,

and as is occasionally noted, if a customer experiences disconfirmation after consuming a product, future

expectations regarding the product should be revised toward the performance perceived by the customer. If
expectations do not change in the face of disconfirmation, the implication would be that the customer did not learn

from their consumption experience (Oliver, 1997).

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Although the customer oriented companies seek to create high customer satisfaction that is not is main

goal. If the company increases customer satisfaction by lowering its price or increasing its services, the result may be

lower profits. The company might be able to increase its profitability by means other than increased satisfaction. Also,

company has many stakeholders, including employees, dealers, suppliers, and stockholders. Spending more to

increase customer satisfaction might #
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Ultimately, the company must operate on the philosophy that it is trying to deliver a high level of customer satisfaction

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Responsive companies measure customer satisfaction directly by conducting periodic surveys.

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additional questions to measures repurchase intention and to measure the likelihood or willingness to recommend

the brand to others.

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Companies can hire people to pose as potential buyers to report on strong and weak points experienced in buying

company¶s and competitors¶ products.

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Companies should contact customers who have stopped buying or who have switched to another supplier to learn

why this happened.

The measurement of customer satisfaction has become very important for the health care sector also. The

concept of customer satisfaction has encouraged the adoption of a marketing culture in the health care sector in both
developed and developing countries. As large numbers of hospitals are opening up and the people are becoming

more aware and conscious of health, great competition has emerged in this industry. So to retain their patients

hospitals have to provide better facilities/services to its customers. Various factors that can affect the patients¶

satisfaction include behaviour of doctors, availability of specialised doctors, behaviour of medical assistants, quality

of administration, quality of atmosphere, availability of modern facilities etc.

:

As grew the competition, so grew the trend of providing better facilities to the customers by the hospitals. In

last few years, a plethora of hospitals have mushroomed in and around the city. These hospitals are advertising

heavily about the specialized treatments provided by tthese hospitals. There are various hospitals that provide

specialized treatments for various diseases. Because of neck to neck competition between hospitals customers run

to these hospitals for specialized treatments. Interestiongly all hospitals claim to have a high success rate. They

claim to provide the best treatment and other essential facilities at reasonable cost and in easy way to their

customers. But how much of this is true and how many of their claims are myth are not known to vast majority of

customers.

As competition is increasing, the hospitals are making their best efforts to provide quality health care

services to its customers. They have begun practicing a patient satisfaction strategy comprising consumer-oriented

plans, policies and practices to genuinely meet the needs of customers. Also, with increased awareness and high

expectations of the customers¶ hospitals have to provide them better facilities. Patients have begun to demand high

quality of services i.e. a consumer oriented approach.

 These days patients have become more aware about their rights so they want they should be better

facilities like responding to their queries promptly, friendly environment, understanding their problems, availability of

specialized doctors, maintaining cleanliness, regular repots etc. i.e. providing them every type
„

of essential facilities. So, if the hospitals want that their customers must be satisfied, they have to provide not only

better treatment but other facilities also. The current study is focused on examining the various factors related to

patient satisfaction with the following specific objectives:

1. To study the customer expectations from hospital services.

2. To study the customer perception of hospital services.

3. To study the degree of satisfaction of customers from hospital services.


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Many studies have been conducted on the customer satisfaction. An attempt has been made to present in

brief, a review of literature on customer satisfaction in general as well as on the customer satisfaction from hospital

services.

Priscilla 
  (1983) proposed a cognitive model to assess the dynamic aspect of

consumer satisfaction/ dissatisfaction in consecutive purchase behavior. They found that satisfaction have a
significant role in mediating intentions and actual behavior for five product classes that were analyzed in the context

of a three- stage longitudinal field study. They found that repurchases of a given brand is affected by lagged intention

whereas switching behavior is more sensitive to dissatisfaction with brand consumption.

David and Wilton(1988) have extended consumer satisfaction literature by theoretically

and empirically examining the effect of perceived performance using a model first proposed by Churchill and

Surprenant, investigating how attractive conceptualizations of comparison standards and disconfirmation capture the

satisfaction formation process and exploring possible multiple comparison processes in satisfaction formation. They

suggest that perceived performance exerts direct significant influence on satisfaction in addition to those influences

from expected performance and subjective disconfirmation.

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Saha (1988) made an attempt to investigate the interrelationships between job-satisfaction, life satisfaction,

life satisfaction-over-time and health. The relationship among these four variables and biographical variables were

also examined. The study was conducted over the nurses in Nigeria. The data was collected from the full time

employees only because statements about job satisfaction and other variables are different when supplied by

retirees, part-time nurses.Bolton and Drew (1991) proposed a model of how customers with prior

experiences and expectations assessed service levels, overall service quality and service value. They applied the

model to residential customers of local telephone services. Their study explored how customers integrate their

perceptions of a service to form an overall evaluation of that service. They developed a multistage model of

determinants of perceived service quality and service value. The model described how customers expectations,

perceptions of current performance and disconfirmation experiences affected their satisfaction or dissatisfaction with

a service, which in turn affected their assessment of service quality and value.
 Boulding
 (1993) stated that the service quality relates to the retention of customers at aggregate level.

The author has offered a conceptual model of the impact of service quality on particular behavior that signal whether

customers remain with of defect from a company. The results of the study show strong
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Aurora and Malhotra (1997) had done a comparative analysis of the satisfaction level of customer of public

and private sector banks, in order to help the bank management to formulate marketing strategies to lure customers

towards them and hence increase customer base.

Reinartz
 (2004) in their study of Customer Relationship Management Process had stated that it is very

important for maintaining healthy relations with the customers in order to provide them satisfaction. In their study,

they (1) conceptualize a construct of the CRM process and its dimensions, (2) operationalize and validate the

construct, and (3) empirically investigate the organizational performance consequences of implementing the CRM

processes. Their research questions are addressed in two cross-sectional studies across four different industries and

three countries. The key outcome is a theoretically sound CRM process measure that outlines three key stages:

initiation, maintenance, and termination.

Homburg
 (2005) conducted two experimental studies (a lab experiment and a study involving

a real usage experience over time) which reveal the existence of a strong, positive impact of customer satisfaction on

willingness to pay and they provide support for a nonlinear, functional structure based on disappointment theory. In

addition, the second examines dynamic aspects of the relationship and provides evidence for the stronger impact of

cumulative satisfaction rather than of transaction-specific satisfaction on willingness to pay.

s:
 Mithas
 (2005) evaluates the effect of customer relationship management (CRM) on customer

knowledge and customer satisfaction. They analyze archival data of a cross-section of U.S firms which shows that

the use of CRM applications is positively associated with improved customer knowledge and improved customer

satisfaction. They also found that gains in customer knowledge are enhanced when firms share their customer

related information with their supply chain partners.

Gustafsson
 (2005) in their study of telecommunications services examine the effect of customer

satisfaction, affective commitment, and calculative commitment on retention and the potential for situational

conditions to moderate the satisfaction-retention relationship. Their results support consistent effects of customer

satisfaction, calculative commitment and prior-churn on retention.

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satisfaction to shareholder value by establishing the link between satisfaction and two characteristics of future cash

flows that determine the value of the firm to shareholders: growth and stability. By using the longitudinal American

Customer Satisfaction index and COMPUSTAT data and hierarchical Bayesian estimation they found that

satisfaction creates shareholder value by increasing future cash flow growth and reducing its variability. They also

test the stability of findings across several firm and industry characteristics and assess the robustness of the results

using multi-measure and multi-method estimation

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Thompson (2005) in his study had shown that consumers often misjudge their health risks owing to a

number of well-documented cognitive biases. These studies assume that consumers have trust in the expert systems

that culturally define safe and risky behaviours. Consequently, this research stream does not address choice

situations where consumers have reflexive doubts toward prevailing expert risk assessments and gravitate toward

alternative model of risk reductions. This study explores how dissident health risk perceptions are culturally
constructed in the natural childbirth community, internalized by consumers as a compelling structure of feeling, and

enacted through choices that intentionally run counter to orthodox medical risk management norms.
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was prepared to obtain answer pertinent to the objectives of the study. For the purpose of the study, eighty indoor

patients were selected and interviewed from the five private hospitals.
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The present chapter describes the research methodology of the study. It includes the Research Framework, Sample

design and selection, Collection of Data, Research vehicle and Methods for analysis of data. It also points out the

limitations of present study.

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Patients¶ expectations from the behaviour of the medical assistants,

(iii) Patients¶ expectations from the quality of administration of hospitals,

(iv) Patients¶ expectations from the services provided by the hospitals,

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Patients¶ perceptions for the behaviour of the doctors,

(vi) Patients¶ perceptions for the behaviour of the medical assistants,

(vii) Patients¶ perceptions for the quality of administration of hospitals,

(viii) Patients¶ perceptions for the services provided by the hospitals,

(ix) Patients¶ satisfaction level for the behaviour of the doctors,

(x)

Patients¶ satisfaction level for the behaviour of the medical assistants,

(xi) Patients¶ satisfaction level for the quality of administration of hospitals and

(xii) Patients¶ satisfaction level for the services provided by the hospitals,

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The present study is based on explorative and descriptive research design with the objective of measuring

the satisfaction level of patients¶ of five major private hospitals in Ludhiana. The study uses both primary and

secondary information. As it is clear from the objectives of the study, the study was divided into three parts i.e.

patients¶ expectations, perceptions from the hospital services and then measuring their satisfaction level from the

hospital services. For both the first and second objective of study i.e. the customers¶ expectations and their

perceptions of hospital services, primary data was collected through a structured questionnaire. Then to meet the

third objective of the study proper statistical tools were used on the information collected for the first two objectives of

the study.




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In view of the fact that this was a one person survey to be completed within limited resources the present

study was restricted to only those hospitals which were located in Ludhiana. The population of this study comprised

of the indoor patients only. Five major private hospitals in Ludhiana were selected namely:

1. Dayanand Medical College and Hospital

2. Christian Medical College and Hospital

3. Satguru Partap Singh Apollo Hospital











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From these hospitals primary data was collected from the respondents. The respondents were either the

patients themselves or their relatives. For sample selection, a multistage sampling procedure was followed. At the

first stage, sample units consisted of total number of general wards and private wards in the hospital. 10% of the

general wards and 10% private, wards were selected randomly. Then from each selected general ward 3 to 5

patients were chosen and from each selected private ward one patient was chosen. The information was collected

through a pre-designed, structured questionnaire. A sample of 80 respondents selected from these hospitals on the

basis of their convenience for the first objective and the second objective. To suggest solutions to the problems

observed during the survey is done through secondary data.

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Before an attempt was made to collect the information from the sample, the desk research was conducted

to see the literature and other library material available on the subject. Various studies were reviewed to have a
through knowledge before considering how to collect the information from the respondents. After having the

background knowledge a structured questionnaire

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was prepared to obtain answer pertinent to the objectives of the study. For the purpose of the study, eighty indoor

patients were selected and interviewed from the five private hospitals.
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The data / information contained in the questionnaire were first transferred to master table which facilitated

tabulation of data in desired form. The collected data was then grouped into tables and analyzed using various

statistical tools like mean scores. Other statistical tool used includes T-test for measuring whether there is significant

difference between the mean scores of attributes i.e. between expectations and perceptions of a factor. Reaction of

the respondents towards the different factors given was studied using a structured, non-disguised and well- defined

questionnaire designed for the patients or their attendants. The questionnaire contained rating questions. Each factor

was rated over a scale of 1 to 9 i.e. likert scale was used. The respondents were asked to rate the factors according

to what they expect and what they had perceived from the hospital services.

Mean score was calculated for the questions asked on a 9-point scale. In case of 9- point scale where the

respondents were asked to indicate their degree of importance/unimportance for expectations and degree of

bad/good for the

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aggregate values found out. Mean score was calculated using the formula:

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of a factor for the two data samples at 5% level of significance. T-test was used because the both the data samples

were collected from the same selected individuals. First the data was collected from a patient for his expectations

from the various factors taken for the study and then from same patient data is collected for his perceptions for the

hospital services. Similarly, the data was collected from the other patients. So, the data in two samples was

dependent as data in one sample was collected from the same individual as in other sample.
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Any study based on consumer survey through a pre-designed questionnaire suffers from the basic limitation of the

possibility of difference between what is recorded and what is the truth, no matter how carefully the questionnaire has been

designed and field investigation has been conducted. This is because the consumers may not deliberately report their true

preferences and even if they want to do so, there are bound




to be differences owing to problems in filters of communication process. The error has been tried to be minimized by conducting

interviews personally yet there is no full proof way of obviating the possibility of error creeping in. So, the study suffers from some

limitations also. As such generalizing the results, the following limitations of the study should be taken into the account.
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sample was to be shortened.

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This chapter contains the analysis and discussion of the primary data collected from the respondents. The

study is conducted to see the satisfaction level of the patients from the services provided by the hospitals. This

chapter is divided into three parts:

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In this part analysis of expectations of patients regarding the behavior of doctors, medical assistants, quality of

administration and services provided by the hospitals is done.

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In this part satisfaction level of the patients regarding the behavior of doctors, medical assistants, quality of

administration and services provided by the hospitals is found. To find the satisfaction level difference between the

mean scores of attributes of expectations and perceptions are calculated.

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To study the expectations of patients from the behaviour of doctors, patients were asked to rate their expectations in

the scale of 1 to 9 for the various attributes given below in the table 4.1.1 for this factor. The mean rating for each

attribute is given in this table.

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doctors, knowledge of doctors, thorough check-up and examination comfort are 8.98, 8.93, 8.98 and 8.78 which

show that patients consider these attributes very important. So, their expectation level for these attributes is very

high. Mean scores

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for the attributes politeness, experience, cooperation, handling of queries and impartial attitude are 8.71, 8.64, 8.54,

8.51 and 8.39 respectively also shows that patients also consider these attributes very important. So, a doctor must

try to fulfill these expectations in an efficient manner. For the attributes empathy and individual consideration mean

scores are 7.31 and 6.70 respectively which are not very high but patients still consider these attributes important.
So, it is clear that attributes availability and knowledge have maximum mean score of 8.98 and attribute individual

consideration has minimum mean score of 6.70. The overall mean score for expectations from the factor µBehaviour

of Doctors¶ comes out to be 8.46 which is very high on the scale of 9. So, it can be concluded here that the

expectations of patients from the doctors are very high

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To study the expectations of patients from the behaviour of medical assistants, patients were asked to rate their

expectations in the scale of 1 to 9 for the various attributes given in the table4.1.2 for this factor. The mean rating for

each attribute is given in this table.

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Mean score for the attribute availability of medical assistants is 9, which means all the patients had given rating 9 to this

attribute i.e. they consider this factor very important and their level of expectations for this attributes are very high. Politeness,

maintenance of records and cooperation with patients are given the mean scores as 8.79, 8.71 and 8.65 respectively which

means that patients also consider these factors very important. Attribute experience has the mean score 7.45. So this shows that

patients consider this attribute important but not as much as the above mentioned attributes and the mean score for the attribute

dress of medical assistants is lowest among all the other attributes which is 6.9. This explains that patients do not consider this

attribute very important but they had not rated this attribute low. So this is also an important attribute. The overall mean score for

the factor Behaviour of medical assistants is 8.33 and this is high.

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The overall mean score for all the attributes for this factor is 8.17. So it is true to say that patients consider the µQuality of

Administration¶ an important aspect of the hospitals and their level of expectation from this factor is also high. Expectation level

for the attribute behaviour of clerical staff is highest among all the other attributes with the mean score 8.89. Check up

procedure, behaviour of security staff, check out procedure, billing procedure was also considered very important by the patients.

The mean scores for these attributes are 8.85, 8.85, 8.78 and 8.78 respectively. Patients said that these procedures must be

simple i.e. they are not very complex. Grievances handling system i.e. how the complaints of patients are handled was also

given high rating of 8.45. Mean score for the attributes welcome your ideas, which means that whether the hospitals listen their

ideas

carefully or not and fee are 7.31 and 7.1 respectively. Convenient office hours had been rated lowest among all the attributes

with the mean score 6.53. This means that patients did not consider this attribute as important as other attributes.
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To study the expectations of patients from the services and facilities provided by the hospitals, patients were asked to

rate their expectations in the scale of 1 to 9 for the various attributes given in the table4.1.4 for this factor. The mean

rating for each attribute is given in this table.

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flies and mosquitoes is highest among all the other attributes as all the three attributes has a mean score of 9. Here it

is also clear that all the patients had rated these attributes with a score 9. Mean score of 8.98 for the proper sitting

arrangements also shows that patients consider this attributes as important as the above mentioned three attributes.

Patients also thought that parking, eating places, natural light, well equipped units and marking on walls are other

important attributes. Mean scores for these attributes are 8.71, 8.68, 8.36, 8.33 and 8.07 respectively. Outer and
inner appearance of the hospital has average score of 7.44 which is quiet lower than other attributes. Attribute staff

appearance has got the lowest mean score of 6.55 among all the attributes.







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To study the perceptions of patients from the behaviour of doctors, patients were asked to rate their perceptions in

the scale of 1 to 9 for the various attributes given below in the table 4.2.1 for this factor. The mean rating for each

attribute is given in this table.


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Table 4.2.1 shows that attribute thorough check-up has the maximum mean score 7.88. It is quiet high score which

means that patients¶ perception about this feature is good. Then this followed by attributes availability of doctors,

examination comfort and impartial attitude of the doctors. The mean scores for these attributes are 7.78, 7.76 and

7.46 respectively. Knowledge has the average score 7.11 which shows that patients¶ perception about this factor also

tends to be quiet good. Mean scores for the politeness, experience, cooperation with the patients and handling of
03

queries are 6.86, 6.80, 6.75 and 6.60 respectively which means that perception of the patients of the attributes are

not so good. Individual consideration and empathy has moderate scores 6.10 and 5.85 respectively among all the
attributes. So it means that perception of the patients¶ regarding these attributes is neither good nor bad. The overall

mean score for all these attributes is 6.99 which means that perception of the patients for the factor behaviour of

doctors is not very good but it is mildly good.

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To study the perceptions of patients for the behaviour of medical assistants, patients were asked to rate their

perceptions in the scale of 1 to 9 for the various attributes given in the table2.2 for this factor. The mean rating for

each attribute is given in this table.

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clear that patients¶ perception about the dress of medical assistants is very good i.e. they think medical assistants

wear neat and clean dresses. Mean scores of the attributes maintenance record and availability are 7.99 and 7.89

respectively. These are very good score on a scale of 9 which means that patients¶ had perceived these attributes of

medical assistants as good. Impartial attitude has the average score 7.04 which is not bad. Politeness and

cooperation have the scores 6.89 and 6.71 respectively. This means that medical assistants¶ dealing with patients is

not very good. Mean scores 6.46 and 6.35 for knowledge and experience shows that medical assistants are lacking

on these attributes. Handling of queries has the least score among all the other factors and it is quiet less which

means that the queries of patients¶ are not properly handled by the medical assistants. Overall average score for all

the attributes comes out to be 7.16. so it can be concluded that patients¶ perception about the behaviour of medical

assistants is moderately good i.e. there is need for the medical assistants to improve their behaviour.

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queries are 6.86, 6.80, 6.75 and 6.60 respectively which means that perception of the patients of the attributes are

not so good. Individual consideration and empathy has moderate scores 6.10 and 5.85 respectively among all the

attributes. So it means that perception of the patients¶ regarding these attributes is neither good nor bad. The overall

mean score for all these attributes is 6.99 which means that perception of the patients for the factor behaviour of

doctors is not very good but it is mildly good.






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perceptions in the scale of 1 to 9 for the various attributes given in the table2.2 for this factor. The mean rating for

each attribute is given in this table.

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It is clear from the above table that attribute dress is the highest rated attribute with mean score 9. From this it is

clear that patients¶ perception about the dress of medical assistants is very good i.e. they think medical assistants

wear neat and clean dresses. Mean scores of the attributes maintenance record and availability are 7.99 and 7.89

respectively. These are very good score on a scale of 9 which means that patients¶ had perceived these attributes of
medical assistants as good. Impartial attitude has the average score 7.04 which is not bad. Politeness and

cooperation have the scores 6.89 and 6.71 respectively. This means that medical assistants¶ dealing with patients is

not very good. Mean scores 6.46 and 6.35 for knowledge and experience shows that medical assistants are lacking

on these attributes. Handling of queries has the least score among all the other factors and it is quiet less which

means that the queries of patients¶ are not properly handled by the medical assistants. Overall average score for all

the attributes comes out to be 7.16. so it can be concluded that patients¶ perception about the behaviour of medical

assistants is moderately good i.e. there is need for the medical assistants to improve their behaviour.
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patients¶ thought the fee of the hospitals are high. It is clear from the table that overall mean score for all the

attributes is 7.14 which shows that perception of the patients¶ towards the quality of administration tends to be good.
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To study the perceptions of patients for the services and facilities provided by the hospitals, patients were asked to

rate their perceptions in the scale of 1 to 9 for the various attributes given below in the table4.2.4 for this factor. The

mean rating for each attribute is given in this table.

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Mean scores for the bedding arrangements, dust boxes, proper sitting arrangements, flies & mosquitoes , eating

places and parking are 8.66, 8.55, 8.54, 8.42, 8.42 and 8.05 respectively which means that perception of the patients¶

about these attributes are very good. So we can say that hospitals are providing these facilities to the patients in a

proper way. Marking on walls, staff appearance, outer and inner appearance and natural light scores are 7.78, 7.66,

7.41 and 7.24 respectively and it shows that patients¶ perception about these attributes are good. 7.09 is the lowest

score scored by the attribute well equipped units but this score is not bad and we can say that perception of the

patients¶ toward this tends to be good. 7.99 is the overall mean score for perception of patients about the

services/facilities provided by the hospitals.



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To measure the satisfaction level of patients from the behaviour of doctors, the differences between the mean scores

of expectations and perceptions for each attribute is calculated and then t-test is applied to see whether the

difference between the two mean values is significant or not at 5% level of significance. The calculated values are

given in the table4.3.1.

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The table4.3.1 shows that difference between the mean values of expectations and perceptions for the attributes handling of

queries, politeness, experience, knowledge, cooperation and empathy are 1.91, 1.85, 1.84, 1.82, 1.79 and 1.46 respectively. The

t- values for these attributes at 5% level of significance show that there is significant difference in the mean values of

expectations and perceptions for these attributes. For the attributes availability, thorough check up and examination comfort

differences between there mean values for expectations and perceptions are 1.21, 1.1 and 1.02 respectively

There corresponding t-values indicates this is a significant difference. 0.93 and 0.88 are the differences for the impartial attitude

and individual consideration respectively and t- values for these attributes also shows that there is significant difference between

the means scores of expectation and perceptions. So, it is clear that highest difference is for the handling of queries and lowest

for the attribute individual consideration.

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To measure the satisfaction level of patients from the behaviour of medical assistants, the differences between the

mean scores of expectations and perceptions for each attribute is calculated and then t-test is applied to see whether

the difference between the two mean values is significant or not at 5% level of significance. The calculated values are

given in the table4.3.2.

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It is clear from the table4.3.2 that difference between the mean values for expectations and perceptions are highest for the

attribute handling of queries which is 2.34 and its corresponding t-value is very large and it shows that this difference between

the values is significant. This means that patients had not received what they have expected from this particular attribute.

Differences for the knowledge, cooperation and politeness are 2.1, 1.94 and 1.91 respectively and there respective t-values

indicate that these differences are quiet significant which means that perceptions of these attributes are less than the expectation
of patients¶ from these attributes. 1.45, 1.11 and 1.10 are the differences between the mean scores of expectations and

perceptions for the attributes impartial attitude, availability and experience respectively and t-values corresponding to these

attributes are larger than the t-critical at 5% level of significance. This means that differences are significant. The difference for

the attribute maintenance of record is 0.73 and t-value for it shows that difference is quiet significant i.e. patients¶ perception

about this factor is lower than their expectations. Dress has the difference -2.1, which shows that patients¶ perception for this

attribute is higher than their expectations.

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To measure the satisfaction level of patients from the quality of administration, the differences between the mean

scores of expectations and perceptions for each attribute is calculated and then t-test is applied to see whether the

difference between the two mean values is significant or not at 5% level of significance. The calculated values are

given in the table4.3.3.

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grievances handling system are 2.50 and 2.44 respectively which are quiet big differences. So we can say that expectations of

patients¶ from these attributes are higher than their perceptions. For the attributes behaviour of clerical staff and fee difference

between expectations and perceptions are 1.74 and 1.63 respectively which are not small. So it is true to say that expectations

are higher than perceptions of these attributes. 1.11, 1.08 and 0.98 are the differences for the billing procedure welcome your

ideas and check out procedure respectively. Behaviour clerical

30

staff and over crowding has the difference 0.38 and 0.31 between the mean values for expectations and perceptions. Attribute

convenient office hour has the negative difference between mean values of expectations and perceptions which means that

patients¶ perception about the attributes is higher than their expectations.

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To measure the satisfaction level of patients from the services and facilities provided by the hospitals, the differences

between the mean scores of expectations and perceptions for each attribute is calculated and then t-test is applied to

see whether the difference between the two mean values is significant or not at 5% level of significance. The

calculated values are given in the table4.3.4.

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This table shows that largest differences between expectations and perceptions are 1.24 and 1.12 for the attributes well

equipped units and natural light respectively among all the other attributes. This means that expectations of patients are higher

than their perceptions for these attributes. 0.66, 0.58, 0.45 and 0.44 are the differences for the parking, flies & mosquitoes, dust
boxes and proper sitting arrangements respectively. The attributes bedding arrangements, marking on walls and eating places

have small differences of 0.34, 0.30 and 0.26 respectively between the mean values of expectations and perceptions. For inner

and outer appearance the difference is .025 which is very small and it can be concluded that patients¶ perception and expectation

for this attribute are approximately same. But attribute staff appearance has negative value which is -1.11 and it is true to say

that patients¶ expectations are lower for this attribute than their perceptions.

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In the present business scenario of cutthroat competition, customer satisfaction has become the prime

concern of each and every kind of industry. Companies are increasingly becoming customer focused. Companies

can win customers and surge ahead of competitors by meeting and satisfying the needs of the customers. World

over businesses have realized that marketing is not the only factor in attracting and retaining customers. Other major

factors responsible for the same are satisfaction through service quality and value. Even the best marketing

companies in the world fail to sell products and services that fail to satisfy the customers¶ needs. So customer

satisfaction is the keyword in today¶s fiercely competitive business environment.

The measurement of customer satisfaction has become very important for the health care sector also. The

concept of customer satisfaction has encouraged the adoption of a marketing culture in the health care sector in both

developed and developing countries. As large numbers of hospitals are opening up and the people are becoming

more aware and conscious of health, great competition has emerged in this industry. So to retain their patients

hospitals have to provide better facilities/services to its customers. Various factors that can affect the patients¶

satisfaction include behaviour of doctors, availability of specialized doctors, behaviour of medical assistants, quality
 of administration, quality of atmosphere, availability of modern facilities etc. So, if the hospitals want that their

customers must be satisfied, they have to provide not only better treatment but other facilities
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patient satisfaction with the following specific objectives:

1. To study the customer expectations from hospital services.

2. To study the customer perception of hospital services.

3. To study the degree of satisfaction of customers from hospital services.

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major private hospitals in Ludhiana were selected namely:

1. Dayanand Medical College and Hospital,

2. Christian Medical College and Hospital,

3. Satguru Partap Singh Apollo Hospital,

4. Mohan Dai Oswal Cancer Hospital, and

5. Guru Teg Bahadur Charitable Hospital

From these hospitals primary data was collected from the respondents. The respondents were either the

patients themselves or their relatives. For sample selection, a multistage sampling procedure was followed. At the

first stage, sample units consisted of total number of general wards and private wards in the hospital. 10% of the

general wards and 10% private, wards were selected randomly. Then from each selected general ward 3 to 5

patients were chosen and from each selected private ward one patient was chosen. The information was collected

through a pre-designed, structured questionnaire. A sample of 80 respondents

 selected from these hospitals on the basis of their convenience for the first objective and the second objective. To

suggest solutions to the problems observed during the survey is done through secondary data. The collected data

was then grouped into tables and analyzed using various statistical tools like mean scores. Other statistical tool used

includes T-test for measuring whether there is significant difference between the mean scores of attributes i.e.

between mean values of expectations and perceptions of an attribute.

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1. Expectation level is very high and nearly same for almost all the factors i.e. for behaviour of the doctors, behaviour of

medical assistants, quality of administration and service/facilities provided.


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11. The largest difference between expectations and perceptions is 1.91 for attribute handling of queries and lowest for

individual consideration 0.88 under factor behaviour of doctors.

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