HİZMET KALİTESİNİN SERVQUAL MODELİ İLE ÖLÇÜLMESİ: ÖZEL BİR HASTANEDE ALAN ARAŞTIRMASI

Year 2023, Issue: 93, 258 - 271, 16.03.2023

Hatice Türkcan Kayaalp Aysel Çetindere Filiz Cengiz Duran

https://doi.org/10.17753/sosekev.1139097

Abstract

Bu çalışmada SERVQUAL ölçüm modeli kullanılarak Ankara ilinde özel bir hastaneden hizmet alan 200 hasta, hasta yakını ve refakatçilerine anket uygulanmış ve beklenen/algılanan hizmet kalitesi ölçülmüştür. Katılımcılara ait beklenen kalite ile algılanan kalite arasındaki farkın analizini yapmak üzere SERVQUAL ölçüm modelinin beş boyutu (somut özellikler, güvenilirlik, heveslilik, güvence ve empati) üzerinden elde edilen veriler Anova testi ve bağımsız örneklem t-testi ile analiz edilmiştir. Analizlerden elde edilen sonuçlara göre genel olarak katılımcıların hastanenin vermiş olduğu hizmetlerin tümünde beklentilerinin üstünde veya beklentileriyle eşit düzeyde hizmet aldıkları ortaya çıkmıştır.

Keywords

Hizmet kalitesi, Beklenen kalite, Algılanan kalite, Sağlık işletmeleri, SERVQUAL Modeli

Measurement of Service Quality with SERVQUAL Model: Field Search in a Private Hospital

Abstract

In this study, using the SERVQUAL measurement model, a questionnaire was applied to 200 patients, their relatives and companions who received service from a private hospital in Ankara, and the expected/perceived service quality was measured. In order to analyze the difference between the expected quality of the participants and the perceived quality, the data obtained through the five dimensions of the SERVQUAL measurement model (tangibles, reliability, responsiveness, assurance and empathy) were analyzed using Anova and independent sample t-test. According to the results obtained from the analyses conducted, it has been revealed that the participants generally receive services above or equal to their expectations in all services provided by the hospital.

Keywords

Service quality, Expected quality, Perceived quality, Health enterprises, SERVQUAL Model

References

• Andaleed, S.S. (1998). Determinants of customer satisfaction with hospital: A managerial model. International Journal of Health Care Quality Assurance, 11(6), 181-187. https://doi.org/10.1108/09526869810231541
• Atan, M., Baş, M., & Tolon, M. (2006). SERVQUAL analizi ile Migros ve Gima süpermarketlerinde hizmet kalitesinin ölçülmesine yönelik bir alan araştırması. Gazi Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 7(2), 159-180.
• Butt, M.M., & Run, E.C. (2010). Private healthcare quality: Applying a SERVQUAL Model. International Journal of Health Care Quality Assurance, 23(7), 658-673. https://doi.org/10.1108/09526861011071580
• Cronin, J.J. Jr., & Taylor, S.A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55-68. https://doi.org/10.2307/1252296
• Fatima, T., Malik, S.A., & Shabbir, A. (2017). Hospital healthcare service quality, patient satisfaction and loyalty. International Journal of Quality&Reliability Management, 35(6), 1195-1214. https://doi.org/10.1108/IJQRM-02-2017-0031
• Kalaja, R., Myshketa, R., & Scalera, F. (2016). Service quality assessment in health care sector: The case of Durres Public Hospital. Procedia-Social and Behavioral Sciences, 235, 557-565. https://doi.org/10.1016/j.sbspro.2016.11.082
• Kayral, İ. H. (2014). Perceived service quality in healthcare organizations and a research in Ankara by hospital type. Ankara Araştırmaları Dergisi, 2(1), 22-34.
• Lam, S.S.K. (1997). SERVQUAL: A tool for measuring patients' opinions of hospital service quality in Hong Kong. Total Quality Management, 8(4), 145-52. https://doi.org/10.1080/0954412979587
• Özen, Ü., Çam, H., & Aslay, F.Y. (2011). Kalite boyutları ve sağlık hizmeti unsurları açısından hasta memnuniyetine bir bakış: Gümüşhane Devlet Hastanesi’nde örnek uygulama. Akademik Yaklaşımlar Dergisi, 2(1), 25-43.
• Özer, A., & Çakıl, E. (2007). Sağlık hizmetlerinde hasta memnuniyetini etkileyen faktörler. Tıp Araştırmaları Dergisi, 5(3), 140-143.
• Öztürk, S. A. (2003). Hizmet pazarlaması (4. baskı). Ekin Kitabevi.
• Parasuraman, A., Zeithaml, V.A., & Berry, L.L. (1985). A conceptual model of service quality and its implications for future study. Journal of Marketing, 49(10), 41-50. https://doi.org/10.2307/1251430
• Parasuraman, A., Berry, L.L., & Zeithaml, V.A. (1991). Refinement and reassessment of the SERVQUAL Scale. Journal of Retailing, 67(4), 420-450.
• Parasuraman, A., Zeithaml, V.A., & Berry, L.L. (1994). Reassessment of expectations as a comparison standard in measuring service quality: Implications for future research. Journal of Marketing, 58,111-124. https://doi.org/10.2307/1252255
• Sirohi, S., & Singh, R. (2016). Service quality evaluation of private hospitals using SERVQUAL. Journal of Management Research and Analysis, 3(1), 49-52.
• Taşlıyan, M., & Gök, S. (2012). Kamu ve özel hastanelerde hasta memnuniyeti: Kahramanmaraş’ta bir alan çalışması. Kahramanmaraş Sütçü İmam Üniversitesi İktisadi İdari Bilimler Fakültesi Dergisi, 2(1), 69-94.
• Ware. J.E., & Snyder, M.K. (1975). Dimensions of patient attitudes regarding doctors and medical services. Medical Care, 13,669-682. https://doi.org/10.1097/00005650-197508000-00006.
• Zarei, A., Arab, M., Froushani, A.R., Rashidian, A., & Tabatabaei, S.M.G. (2012). Service quality of private hospitals: The Iranian patients’ perspective. BMC Health Services Research, 12(31), 1-7. https://doi.org/10.1186/1472-6963-12-31