ACCESSING SERVICE QUALITY CUSTOMER SATISFACTION AND LOYALTY. to enhance CUSTOMER SATISFACTION AND LOYALTY. In case: THIEN DUC Hospital W E L C O M E T O O U R T H E S I S D E F E N S E

PRESENTATION OUTLINE INTRODUCTION LITERATURE REVIEW METHODOLOGY ANALYSIS & FINDINGS RECOMMENDATION CONCLUSION

REASONS FOR CHOOSING THE TOPIC

161 Phung Hung, Ha Dong, Ha Noi Medical services Cosmetic services Founded in Octorber 2009 Location 161 Phung Hung, Ha Dong, Ha Noi Service Medical services Cosmetic services

Research Objective RESEARCH OBJECTIVES To identify factors influence on customers in choosing a hospital for their health care To analyze the influence of service quality on customers’ satisfaction and loyalty when they use the services of the hospital To propose the solutions to improve the service quality of Thien Duc hospital to increase the customer satisfaction and loyalty. To identify the relationship between customer satisfaction and loyalty in the medial industry.

RESEARCH QUESTIONS What are service quality factors affecting on customer satisfaction and loyalty? How does the customer evaluate the service quality of Thien Duc hospital? How to improve the service quality to enhance customer satisfaction and loyalty of Thien Duc Hospital? 1 2 3

“ as a feature of dissimilarity SERVICE QUALITY “ as a feature of dissimilarity between the expected of service and customer perceptions of the reality value customer received “ Parasuraman, 1988

RELATE MODEL OF SERVICE QUALITY

CUSTOMER SATISFACTION “ Psychological concept that relates happiness feels and gratify from getting what the customers expects from an interesting service and product “ WTO, 1985

The top criterion for determining the quality of product/service CUSTOMER SATISFACTION The top criterion for determining the quality of product/service The importance of customer Word of mouth and repeat purchases How to measure customer satisfaction???

(Jill G., How to earn it, how to keep it, 2012) LOYALTY Loyalty is faithfulness or a devotion to a person, country, group, or cause Kinds of loyalty Four types of loyalty (Jill G., How to earn it, how to keep it, 2012)

How to measure the loyalty of customer Retention Advocacy Purchasing “How likely you are…?” “How likely you to recommend…?” “How likely are you to purchase other products from us?” “How satisfied are you with…?” How likely are you to (continue) (increase) (purchase different) products from X Company?”

The importance of customer loyalty Purchase a huge of products Reduce the operating costs Volunteer marketing agency Price premiums The profitable of customers over time. (Reichheld & W. Earl Sassar, 1990, p. 4)

BUID CUSTOMER LOYALTY The Wheel of Loyalty (Wirtz, et al., 2012)

Zeithaml, Parasuraman & Berry RELATIONSHIP Service quality satisfaction loyalty GAPS MODEL Zeithaml, Parasuraman & Berry 1985 RESEARCH MODEL Baron and Kenny, 1986

Conceptual research model and proposed hypotheses RELATIONSHIP DYNAMIC MODEL OF CUSTOMER LOYALTY THE CUSTOMER SATISFACTION-LOYALTY RELATIONSHIP Adapted from Cosabile (2001) Jones & Sasser Jr., 1995 Service quality Customer Loyalty Customer satisfaction Conceptual research model and proposed hypotheses

METHODOLOGY DEDECTIVE INDECTIVE ______________________________________________

Accuracy of recording behavior METHODOLOGY Research Method Quantitative Qualitative Rich data Accuracy of recording behavior Preliminary insights into models and models and scale of measurements Make accurate predictions about relationship between market factors and behaviors Gain meaningful insight into relationship Test hypothesis

DATA COLLECTION Survey Secondary data: Observation In-depth interview Relevant theory Report from Thien Duc hospital Press Observation In-depth interview Seven-stage in process 5 respondents Survey Seven-point Likert scale Non-probability / convenient Sample size: 75

Descriptive statistics DATA ANALYSIS TECHNIQUE SPSS-22 Descriptive statistics Cronbach’s Alpha Correlation Multiple Regression

67 DESCRIPTIVE STATISTICS respondents

DESCRIPTIVE STATISTICS

DESCRIPTIVE STATISTICS Responsiveness

DESCRIPTIVE STATISTICS

X √ Satis = - 0.05 + 0.196 * Tang + 0.326 * Emp + 0.215 * Rel + 0.4445 REGRESSION RESULT CUSTOMER SATISFACTION & LOYLTY Assurance Responsibility X Tangible Empathy Reliability √ Satis = - 0.05 + 0.196 * Tang + 0.326 * Emp + 0.215 * Rel + 0.4445

Loy = X √ Tangible Reliability -2.819 + 0.576 * Tang + 0.3 * Rel SERVICE QUALITY & CUSTOMER LOYALTY X Empathy Responsibility Assurance √ Tangible Reliability Loy = -2.819 + 0.576 * Tang + 0.3 * Rel + 0.5427

Loy = - 0.582 + 0.877 * Satis + 0.6159 SERVICE QUALITY & CUSTOMER LOYALTY Loy = - 0.582 + 0.877 * Satis + 0.6159

KEY FINDINGS “Empathy and Responsibility are two factors that customer appreciate about service quality of Thien Duc hospital” The tangible, empathy and reliability are service quality factors affecting customer satisfaction and loyalty. “In customer view point, assurance is the most important factor”

CONCLUSION Assurance Reliability Tangible

Build customer satisfaction and customer loyalty RECOMMENDATION Main factors Tangible Assurance Reliability Service cost Clear process - Lighting system - - Patient’s belief - Medical equipment - Staff’s honesty - Appoinment Build customer satisfaction and customer loyalty Main factors Empathy Responsiveness

Assurance

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