Abstract
M.Comm.
The aim of this dissertation is to investigate customer expectations and perceptions of
service quality at a private medical practice. The competitive nature of the healthcare
industry means that customers have a wide choice of providers from whom to choose.
Thus, providers' inability to deliver an acceptable quality of service and customer
dissatisfaction is more likely to lead to critical customer behaviours such as switching
medical providers and/or influencing others negatively in their perception of a provider's
service quality. In order to meet customers' expectations of service quality, organisations
must have a system in place that enables them to identify the service expectations of their
customers and, furthermore, must ensure that these expectations are met.
To achieve its aims, this study utilised both qualitative and quantitative research
approaches. The qualitative research was in the form of in-depth interviews while a
structured questionnaire using an adapted SERVQUAL instrument was used for the
quantitative phase of the study. The findings of the in-depth interviews were used to adapt
the SERVQUAL instrument. The sample size consisted of 220 respondents and systematic
sampling was used. Data collected was analysed using the computer programme Statistical
Package for Social Science. Descriptive statistics and non-parametric tests including the
Mann-Whitney and Kruskai-Wallis tests were the main statistical tools used in the analysis.
The results of the study show that patients generally perceive the service quality offered at
the medical practice as good on all items. However, when the perception scores were
compared to the expectations scores, the findings showed that the expectations were higher
than the perceptions on most items. Furthermore, the results showed a positive relationship
between patient satisfaction and positive future behavioural intentions toward a medical
practice. In conclusion, it can be said that service quality provided at the medical practice is
good. However, attention needs to be given to the differing expectations and perceptions of
the medical practice's patients, with the aim of closing the gap identified. This can be done
by better understanding the Gaps model of service quality with particular reference to
provider gap 2 (selecting the right service standards) and provider gap 3 (delivering
according to service designs and standards). Measures taken aimed at closing these two
gaps can help ensure that customer expectations are met.