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Abstract

This study attempts to identify service quality in Aung Yadana Hospital and the effect of service quality on customer satisfaction. A sample of 194 respondents is chosen every 5 inpatients and outpatients of Sakura Hospital at Saturdays and Sundays from first June to thirty June 2023. The objectives of the study are to describe the service quality and customer satisfaction of Aung Yadana Hospital in Yangon and to analyze the effect of service quality on customer satisfaction in Aung Yadana Hospital in Yangon. Questionnaires are used to collect data by using systematic sampling method. This study uses the descriptive research method and regression analysis. SERVQUAL model is applied in this study. This analysis expresses that tangible, empathy and assurance factors have a significant positive relationship on customer satisfaction. Based on the result of the study, the hospital could have more focus on service assurance and empathy service quality than tangible factor. There are two main reasons: the higher the coefficient values than tangible factor, and the two factors are more related to hospital staffs’ behavior. For that, reviewing hospital staffs’ service rendering is more efficient than investing more tangible factors. From this study Aung Yadana Private Hospital can use when they set new marketing strategy for customer satisfaction. Aung Yadana Private Hospital management also consider for the improvement and sustainable factors from this study. Responsiveness and reliability also have the least positive correlation with customer satisfaction. Therefore, the hospital must ensure that patients are delivered services on time and to the highest standards, for which they should arrange complete training for their employees so that they may be able to satisfy patients.

Author: HTOO UNT LU