การรับรู้คุณภาพการให้บริการของผู้ป่วยที่รับบริการจากโรงพยาบาลเอกชน ในจังหวัดนครราชสีมา : การวิเคราะห์โดยโมเดล SERVQUAL
การรับรู้คุณภาพการให้บริการของผู้ป่วยที่รับบริการจากโรงพยาบาลเอกชน ในจังหวัดนครราชสีมา : การวิเคราะห์โดยโมเดล SERVQUAL
DOI:
https://doi.org/10.14456/nrru-rdi.2018.34คำสำคัญ:
คุณภาพการบริการ, SERVQUAL, การรับรู้, ความคาดหวัง, โรงพยาบาลบทคัดย่อ
คุณภาพการให้บริการของโรงพยาบาลเป็นปัจจัยสำคัญในสภาวะการแข่งขันของโรงพยาบาลในปัจจุบัน ความสำเร็จของโรงพยาบาลขึ้นอยู่กับการรับรู้และความคาดหวังคุณภาพการให้บริการของโรงพยาบาล การวิจัยเชิงพรรณนาครั้งนี้ มีวัตถุประสงค์เพื่อวิเคราะห์คุณภาพการให้บริการของโรงพยาบาลเอกชน กลุ่มตัวอย่างเป็นผู้ป่วยจำนวน 400 คน ที่รับบริการจากโรงพยาบาลเอกชน 5 แห่งในจังหวัดนครราชสีมา ในช่วงเดือนกันยายนและพฤศจิกายน 2560 คณะวิจัยได้ทำการคำนวณทางสถิติและสุ่มตัวอย่างแบบเจาะจง โดยใช้แบบสอบถามที่พัฒนาจากแนวคิดทฤษฎี "SERVQUAL" ประกอบด้วย 5 มิติของคุณภาพการให้บริการ ได้แก่ 1) สิ่งที่สัมผัสได้ 2) ความเชื่อถือและไว้วางใจ 3) การตอบสนอง 4) การรับประกัน และ 5) การเอาใจใส่ โดยมีคำถามในการวิจัย 2 คำถามคือ 1) ช่องว่างระหว่างการรับรู้และความคาดหวังคุณภาพการให้บริการของโรงพยาบาลจาก 5 มิติของSERVQUAL คืออะไร 2) ช่องว่างระหว่างการรับรู้และความคาดหวังคุณภาพการให้บริการของโรงพยาบาลทั้ง 5 แห่งมีความแตกต่างกันหรือไม่
ผลการวิจัยพบว่าการรับรู้และการคาดหวังคุณภาพการให้บริการในทั้ง 5 มิติของคุณภาพการให้บริการมีช่องว่าง โดยคุณภาพการให้บริการในมิติของการตอบสนองมีช่องว่างเชิงบวกมากที่สุด ในขณะที่คุณภาพการให้บริการในมิติการเอาใจใส่มีช่องว่างเชิงลบน้อยที่สุด ทั้งนี้ช่องว่างเชิงลบแสดงให้เห็นว่าคุณภาพการให้บริการมีความจำเป็นที่ต้องได้รับการปรับปรุง นอกจากนี้ ผลของการศึกษาครั้งนี้ผู้บริหารสามารถนำไปเป็นแนวทางการปรับปรุงคุณภาพการให้บริการ เพิ่มระดับความพึงพอใจของผู้รับบริการของโรงพยาบาล
References
Abuosi, A., & Atinga, R. (2012). Service quality in health care institutions: establishing the gaps for policy action. International Journal of Health Care Quality Assurance, 26(5), 481-492.
Adil, M., Ghaswyneh, O., & Albkour, A. (2013). SERVQUAL and SERVPERF: A Review of Measures in Services Marketing Research. Global Journal of Management and Business Research Marketing, 13(6), 65–76.
Azam, M., Rahman, Z., Talib, F., & Singh, K. J. (2012). A critical study of quality parameters in health care establishment: Developing an integrated quality model. International Journal of Health Care Quality Assurance, 25(5), 387-402.
Babakus, E.W., & Mangold, G. (1992). Adapting the SERVQUAL Scale to Hospital Services: An Empirical Investigation. Health Services Research, 26, 767-786.
Batson, C. D. (2009). These things called empathy: eight Related but distinct phenomena. In Decety, J., & Ickes, W, editors (Eds). The social neuroscience of empathy (pp. 3-16). Cambridge, M.A : MIT Press.
Bhaskar N. L, Kumar, S.N., & Subhashini, M. (2014). A study on patient satisfaction through extemporaneous responses from patients in a tertiary care hospital. Indian Journal of Public Health Research & Development, 5(3), 319-323.
Bowers, M., Swan, J., & Koehler, W. (1994). What attributes determine quality and satisfaction with health care delivery? Health Care Manage Rev, 19(4), 49-55.
Buttle, F. (1996). SERVQUAL: review, critique, research agenda. European Journal of Marketing, 30(1), 8-32.
Butt, M., & Run, E. (2010). Private healthcare quality: applying a SERVQUAL mode. International Journal of Health Care Quality Assurance, 23(7), 658-673.
Carman, J. M. (1990). Consumer perceptions of service quality: An assessment of the SERVQUAL Dimensions. Journal of Retailing, 66(1), 33-55.
Choi, K., Lee, H., Kim, C., & Lee, S. (2005). The service quality dimensions and patient satisfaction relationships in South Korea: comparisons across gender, age and types of service. Journal of Services Marketing, 19(3), 140-149.
Cochran, W. G. (1977). Sampling techniques (3rd ed.). New York : John Wiley & Sons.
Cunningham, P. J. (2009). High Medical Cost Burdens, Patient Trust, and Perceived Quality of Care. Journal of General Internal Medicine, 24(3), 415–20.
Curry, E., & Sinclair, A. (2002). Assessing the quality of physiotherapy services using SERVQUAL. International Journal of Health Care Quality Assurance, 15(5), 197-205.
Daniel, C., & Berinyuy, L. (2010). Using the SERVQUAL Model to assess Service Quality and Customer Satisfaction. An Empirical study of grocery stores in Umea. Master thesis, Student Umeå School of Business. Umeå University, Sweden. Retrieved November, 14, 2017, from http://www.diva-portal.org/smash/get/diva2:327600/fulltext01
Evans, J., & Lindsay, W. (2016). Managing for Quality and Performance Excellence (10th ed.). USA: Cengage Learning.
Fan, L., Gao, L., Liu, X., Zhao, S., Mu, H., & et al. (2017). Patients’ perceptions of service quality in China: An investigation using the SERVQUAL model. PLoS One, 12(12). Retrieved on 14 November 2017 from https://doi.org/10.1371/journal.pone.0190123
Flood, R., & Romm, N. (1996). Contours of diversity management and triple loop learning. Kybernetes, 25(7/8), 154-163.
Fottler, M., Ford, R., & Heaton, C. (2002). Achieving Service Excellence: Strategies for Health. Chicago, IL: Health Administration Press.
Grönroos, C. (1984). A Service Quality Model and Its Marketing Implications. European Journal of Marketing, 18(4), 36–44.
Hair, J. F., Black, W. C, Babin, B., &. Andersen, R. (2010). Multivariate Data Analysis. Englewood Cliffs, NJ: Prentice Hall.
Kalaja, R., Myshketa, R., & Scalera, F. (2016). Service Quality Assessment in Health Care Sector: The Case of Durres Public Hospital. Proceeding of the 12th International strategic Management Conference (ISMC 2016), Antaly, Turkey, October 28-30, 2016, Procedia-Social and Behavioral Sciences, 235(24), 557-565.
Katrinli, A., Atabay, G., Gunay, G., & Cangarli, B. (2009). Service quality in health care: a challenge for both public and private hospitals. European Journal of Management, 9(2), ISBN: 1555-4015.
Khunwanich, N., & Tarnittanakorn, N. (2017). The Influences of Service Quality, Experiential Value Added and Risk Reduced by Sale Persons on Customer Loyalty toward Drugstores in Bangkok and its Vicinity. Journal of Business Administration APHEIT, 6(2), 108-123.
Kopalle, P. K., & Lehmann, D. R. (2001). Strategic management of expectations: The role of disconfirmation sensitivity and perfectionism. Journal of Marketing Research, (38), 386-394.
Koska, M. (1990). High-Quality Care and Hospital Profits: Is There a Link? Hospitals, 64, 62-63.
Ladhari, R. (2008). Alternative measures of service quality: a review", Managing Service Quality: An International Journal, 18(1), 65-86.
Ladhari, R. (2009). A review of twenty years of SERVQUAL research. International Journal of Quality and Service Sciences, 1(2), 172-198.
Lien, N. H., & Kao, S. L. (2008). The Effects of Service Quality Dimensions on Customer Satisfaction Across Different Service Types: Alternative Differentiation As a Moderator. Advances in Consumer Research, 35, 522-526.
Lim, P., &. Tang, N. (2000). A study of patients’ expectations and satisfaction in Singapore hospitals. International Journal of Health Care Quality Assurance, 13(7), .290-299.
Matin, B., Rezaei, S., Moradinazar, M., Mahboubi, M., & Ataee, M. (2016). Measurement of Quality of Primary Health Services by Servqual Model: Evidence from Urban Health Centers in West of Iran Research. Journal of Medical Sciences, 10(5), 154-159.
Nunnally, J. C. (1978). Psychometric Theory. New York, NY : McGraw-Hill, Inc.
Oliver, R. L., Balakrishnan, P. V. S., & Barry, B. (1994). Outcome Satisfaction in Negotiation: A Test of Expectancy Disconfirmation. Organizational Behavior and Human Decision Processes, 60(2), 252-275.
Parasuraman, A., Berry, L., & Zeithaml, V. (1991) Refinement and reassessment of the SERVQUAL scale. Journal of Retailing, 4(8), 1463–1467.
Parasuraman, A., Zeithaml, V., & Berry, L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(Fall), 41-50.
Parasuraman, A., Zeithaml, V., & Berry. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 12-40.
Parasuraman, A., Zeithaml, V., & Malhotra, A. (2005). E-S-Qual: A Multiple-Item Scale for Assessing Electronic Service Quality. Journal of Service Research, 7(3), 213-233.
Peyrot, M., Philip, D., & Schnapf, D. (1993). Patient Satisfaction and Perceived Quality of Out Patient Health Service. Journal of Health Care Marketing, 13(1), 24-23.
Rashid, W.E., & Jusoff, H. K. (2009). Service quality in health care setting. International Journal of Health Care Quality Assurance, 22(5), 471–482.
Reidenbach, R., & Sandifer- Smallwood, B. (1990). Exploring perceptions of hospital operations by a modified SERVQUAL approach. Journal of health care marketing, 10(4), 47-55.
Shafii, M., Rafiei, S., Abooee, F., Bahrami, M., Nouhi, M., Lotfi, F., & Khanjankhani, K. (2016). Assessment of Service Quality in Teaching Hospitals of Yazd University of Medical Sciences: Using Multi-criteria Decision Making Techniques. Osong Public Health and Research Perspectives, 7(4), 239-247.
Spathis, C., Petridou, E., & Glaveli, N. (2004). Managing service quality in banks: customers' gender effects. Managing Service Quality, 14(1), 90–102.
Soyhan, N., Ilkutlu, N., & Sekreter A. (2013). Assessment of Service Quality in Teaching Hospitals of Yazd University of Medical Sciences: Using Multi-criteria Decision Making Techniques. Osong Public Health Res Perspect,7(4), 239–247.
Teas, R. (1993). Expectations, Performance Evaluation, and Consumers' Perceptions of Quality. Journal of Marketing, 57(4), 18-34.
Teng. C. I, Ing, C. K., Chang, H. Y., & Chung. K, P. (2007). Development of Service Quality Scale for Surgical Hospitalization. Journal of the Formosan Medical Association, 106(6), 475–484.
Thawesaengskulthai, N., Wongrukmit, P., & Dahlgaard, J. (2015). Hospital service quality measurement models: patients from Asia, Europe, Australia and America. Total quality management and business excellence (Online), (26), 9-10, 1029-1041.
Urban, W. (2010). Customers’ experiences as a Factor Affecting Perceived Service Quality. Economics and Management, 15, 820-826.
Zeithaml, V., Berry, L., & Parasuraman, A. (1988). Communication and Control Processes in the Delivery of Service Quality. Journal of Marketing, 52(April), 35–48.
Zeithaml, V., Berry L., & Parasuraman, A. (1993). The Nature and Determinants of Customer Expectations of Service. Journal of the Academy of Marketing Science, 21(1), 1-12.
Zeithaml, V., Berry, L. and Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60, 31-46.
Adil, M., Ghaswyneh, O., & Albkour, A. (2013). SERVQUAL and SERVPERF: A Review of Measures in Services Marketing Research. Global Journal of Management and Business Research Marketing, 13(6), 65–76.
Azam, M., Rahman, Z., Talib, F., & Singh, K. J. (2012). A critical study of quality parameters in health care establishment: Developing an integrated quality model. International Journal of Health Care Quality Assurance, 25(5), 387-402.
Babakus, E.W., & Mangold, G. (1992). Adapting the SERVQUAL Scale to Hospital Services: An Empirical Investigation. Health Services Research, 26, 767-786.
Batson, C. D. (2009). These things called empathy: eight Related but distinct phenomena. In Decety, J., & Ickes, W, editors (Eds). The social neuroscience of empathy (pp. 3-16). Cambridge, M.A : MIT Press.
Bhaskar N. L, Kumar, S.N., & Subhashini, M. (2014). A study on patient satisfaction through extemporaneous responses from patients in a tertiary care hospital. Indian Journal of Public Health Research & Development, 5(3), 319-323.
Bowers, M., Swan, J., & Koehler, W. (1994). What attributes determine quality and satisfaction with health care delivery? Health Care Manage Rev, 19(4), 49-55.
Buttle, F. (1996). SERVQUAL: review, critique, research agenda. European Journal of Marketing, 30(1), 8-32.
Butt, M., & Run, E. (2010). Private healthcare quality: applying a SERVQUAL mode. International Journal of Health Care Quality Assurance, 23(7), 658-673.
Carman, J. M. (1990). Consumer perceptions of service quality: An assessment of the SERVQUAL Dimensions. Journal of Retailing, 66(1), 33-55.
Choi, K., Lee, H., Kim, C., & Lee, S. (2005). The service quality dimensions and patient satisfaction relationships in South Korea: comparisons across gender, age and types of service. Journal of Services Marketing, 19(3), 140-149.
Cochran, W. G. (1977). Sampling techniques (3rd ed.). New York : John Wiley & Sons.
Cunningham, P. J. (2009). High Medical Cost Burdens, Patient Trust, and Perceived Quality of Care. Journal of General Internal Medicine, 24(3), 415–20.
Curry, E., & Sinclair, A. (2002). Assessing the quality of physiotherapy services using SERVQUAL. International Journal of Health Care Quality Assurance, 15(5), 197-205.
Daniel, C., & Berinyuy, L. (2010). Using the SERVQUAL Model to assess Service Quality and Customer Satisfaction. An Empirical study of grocery stores in Umea. Master thesis, Student Umeå School of Business. Umeå University, Sweden. Retrieved November, 14, 2017, from http://www.diva-portal.org/smash/get/diva2:327600/fulltext01
Evans, J., & Lindsay, W. (2016). Managing for Quality and Performance Excellence (10th ed.). USA: Cengage Learning.
Fan, L., Gao, L., Liu, X., Zhao, S., Mu, H., & et al. (2017). Patients’ perceptions of service quality in China: An investigation using the SERVQUAL model. PLoS One, 12(12). Retrieved on 14 November 2017 from https://doi.org/10.1371/journal.pone.0190123
Flood, R., & Romm, N. (1996). Contours of diversity management and triple loop learning. Kybernetes, 25(7/8), 154-163.
Fottler, M., Ford, R., & Heaton, C. (2002). Achieving Service Excellence: Strategies for Health. Chicago, IL: Health Administration Press.
Grönroos, C. (1984). A Service Quality Model and Its Marketing Implications. European Journal of Marketing, 18(4), 36–44.
Hair, J. F., Black, W. C, Babin, B., &. Andersen, R. (2010). Multivariate Data Analysis. Englewood Cliffs, NJ: Prentice Hall.
Kalaja, R., Myshketa, R., & Scalera, F. (2016). Service Quality Assessment in Health Care Sector: The Case of Durres Public Hospital. Proceeding of the 12th International strategic Management Conference (ISMC 2016), Antaly, Turkey, October 28-30, 2016, Procedia-Social and Behavioral Sciences, 235(24), 557-565.
Katrinli, A., Atabay, G., Gunay, G., & Cangarli, B. (2009). Service quality in health care: a challenge for both public and private hospitals. European Journal of Management, 9(2), ISBN: 1555-4015.
Khunwanich, N., & Tarnittanakorn, N. (2017). The Influences of Service Quality, Experiential Value Added and Risk Reduced by Sale Persons on Customer Loyalty toward Drugstores in Bangkok and its Vicinity. Journal of Business Administration APHEIT, 6(2), 108-123.
Kopalle, P. K., & Lehmann, D. R. (2001). Strategic management of expectations: The role of disconfirmation sensitivity and perfectionism. Journal of Marketing Research, (38), 386-394.
Koska, M. (1990). High-Quality Care and Hospital Profits: Is There a Link? Hospitals, 64, 62-63.
Ladhari, R. (2008). Alternative measures of service quality: a review", Managing Service Quality: An International Journal, 18(1), 65-86.
Ladhari, R. (2009). A review of twenty years of SERVQUAL research. International Journal of Quality and Service Sciences, 1(2), 172-198.
Lien, N. H., & Kao, S. L. (2008). The Effects of Service Quality Dimensions on Customer Satisfaction Across Different Service Types: Alternative Differentiation As a Moderator. Advances in Consumer Research, 35, 522-526.
Lim, P., &. Tang, N. (2000). A study of patients’ expectations and satisfaction in Singapore hospitals. International Journal of Health Care Quality Assurance, 13(7), .290-299.
Matin, B., Rezaei, S., Moradinazar, M., Mahboubi, M., & Ataee, M. (2016). Measurement of Quality of Primary Health Services by Servqual Model: Evidence from Urban Health Centers in West of Iran Research. Journal of Medical Sciences, 10(5), 154-159.
Nunnally, J. C. (1978). Psychometric Theory. New York, NY : McGraw-Hill, Inc.
Oliver, R. L., Balakrishnan, P. V. S., & Barry, B. (1994). Outcome Satisfaction in Negotiation: A Test of Expectancy Disconfirmation. Organizational Behavior and Human Decision Processes, 60(2), 252-275.
Parasuraman, A., Berry, L., & Zeithaml, V. (1991) Refinement and reassessment of the SERVQUAL scale. Journal of Retailing, 4(8), 1463–1467.
Parasuraman, A., Zeithaml, V., & Berry, L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(Fall), 41-50.
Parasuraman, A., Zeithaml, V., & Berry. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 12-40.
Parasuraman, A., Zeithaml, V., & Malhotra, A. (2005). E-S-Qual: A Multiple-Item Scale for Assessing Electronic Service Quality. Journal of Service Research, 7(3), 213-233.
Peyrot, M., Philip, D., & Schnapf, D. (1993). Patient Satisfaction and Perceived Quality of Out Patient Health Service. Journal of Health Care Marketing, 13(1), 24-23.
Rashid, W.E., & Jusoff, H. K. (2009). Service quality in health care setting. International Journal of Health Care Quality Assurance, 22(5), 471–482.
Reidenbach, R., & Sandifer- Smallwood, B. (1990). Exploring perceptions of hospital operations by a modified SERVQUAL approach. Journal of health care marketing, 10(4), 47-55.
Shafii, M., Rafiei, S., Abooee, F., Bahrami, M., Nouhi, M., Lotfi, F., & Khanjankhani, K. (2016). Assessment of Service Quality in Teaching Hospitals of Yazd University of Medical Sciences: Using Multi-criteria Decision Making Techniques. Osong Public Health and Research Perspectives, 7(4), 239-247.
Spathis, C., Petridou, E., & Glaveli, N. (2004). Managing service quality in banks: customers' gender effects. Managing Service Quality, 14(1), 90–102.
Soyhan, N., Ilkutlu, N., & Sekreter A. (2013). Assessment of Service Quality in Teaching Hospitals of Yazd University of Medical Sciences: Using Multi-criteria Decision Making Techniques. Osong Public Health Res Perspect,7(4), 239–247.
Teas, R. (1993). Expectations, Performance Evaluation, and Consumers' Perceptions of Quality. Journal of Marketing, 57(4), 18-34.
Teng. C. I, Ing, C. K., Chang, H. Y., & Chung. K, P. (2007). Development of Service Quality Scale for Surgical Hospitalization. Journal of the Formosan Medical Association, 106(6), 475–484.
Thawesaengskulthai, N., Wongrukmit, P., & Dahlgaard, J. (2015). Hospital service quality measurement models: patients from Asia, Europe, Australia and America. Total quality management and business excellence (Online), (26), 9-10, 1029-1041.
Urban, W. (2010). Customers’ experiences as a Factor Affecting Perceived Service Quality. Economics and Management, 15, 820-826.
Zeithaml, V., Berry, L., & Parasuraman, A. (1988). Communication and Control Processes in the Delivery of Service Quality. Journal of Marketing, 52(April), 35–48.
Zeithaml, V., Berry L., & Parasuraman, A. (1993). The Nature and Determinants of Customer Expectations of Service. Journal of the Academy of Marketing Science, 21(1), 1-12.
Zeithaml, V., Berry, L. and Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60, 31-46.
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2018-07-08
How to Cite
เงินสูงเนิน น., โพนสิงห์ ธ., สมใจ ส., วงษ์ชวลิตกุล บ., & ฉัตรชัยสุชา ส. (2018). การรับรู้คุณภาพการให้บริการของผู้ป่วยที่รับบริการจากโรงพยาบาลเอกชน ในจังหวัดนครราชสีมา : การวิเคราะห์โดยโมเดล SERVQUAL: การรับรู้คุณภาพการให้บริการของผู้ป่วยที่รับบริการจากโรงพยาบาลเอกชน ในจังหวัดนครราชสีมา : การวิเคราะห์โดยโมเดล SERVQUAL. วารสารชุมชนวิจัยและพัฒนาสังคม, 12((Special), 199–215. https://doi.org/10.14456/nrru-rdi.2018.34
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