luận văn tiếng anh: MARKETING RESEARCH: The factors effect on patient’s satisfaction about the quality of medical service in hospital in Ha Noi

luận văn tiếng anh: MARKETING RESEARCH: The factors effect on patient’s satisfaction about the quality of medical service in hospital in Ha Noiluận văn tiếng anh: MARKETING RESEARCH: The factors effect on patient’s satisfaction about the quality of medical service in hospital in Ha Noiluận văn tiếng anh: MARKETING RESEARCH: The factors effect on patient’s satisfaction about the quality of medical service in hospital in Ha Noiluận văn tiếng anh: MARKETING RESEARCH: The factors effect on patient’s satisfaction about the quality of medical service in hospital in Ha Noiluận văn tiếng anh: MARKETING RESEARCH: The factors effect on patient’s satisfaction about the quality of medical service in hospital in Ha Noiluận văn tiếng anh: MARKETING RESEARCH: The factors effect on patient’s satisfaction about the quality of medical service in hospital in Ha Noiluận văn tiếng anh: MARKETING RESEARCH: The factors effect on patient’s satisfaction about the quality of medical service in hospital in Ha Noiluận văn tiếng anh: MARKETING RESEARCH: The factors effect on patient’s satisfaction about the quality of medical service in hospital in Ha Noiluận văn tiếng anh: MARKETING RESEARCH: The factors effect on patient’s satisfaction about the quality of medical service in hospital in Ha Noiluận văn tiếng anh: MARKETING RESEARCH: The factors effect on patient’s satisfaction about the quality of medical service in hospital in Ha Noiluận văn tiếng anh: MARKETING RESEARCH: The factors effect on patient’s satisfaction about the quality of medical service in hospital in Ha Noiluận văn tiếng anh: MARKETING RESEARCH: The factors effect on patient’s satisfaction about the quality of medical service in hospital in Ha Noi

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TABLE OF CONTENT

Contents

Abstract 4

LISTS OF FIGURES 5

LISTS OF TABLES 9

CHAP 1: AN INTRODUCTION 12

Background of the study 12

Research objectives and research question 14

Hypotheses 14

Theoretical framework 15

Research methods: 16

Research findings 16

Structure of the study 16

Chap 2: LITERATURE REVIEW 17

2.1 Physical care facilities, medical equipment and hospital physical environment and surroundings 17

2.2 Procedures of admission to the hospital, waiting time, examination order, explanation about the examination results and treatment process 18

2.3 Doctors’ and medical staff’s care and attitude towards patients during admission procedures, examination and treatment, and the medical personnel’s morality in interaction with patients 19

2.4 Good reputation of hospital, qualification of doctor 20

CHAP 3: QUESTIONAIRE AS A QUANTITATIVE RESEARCH METHOD 21

3.1 Survey design 21

3.2 Reliability and validity 21

3.3 Question design 21

3.4 Sample and Collect data 22

3.5 Measurement 23

CHAP 4: DATA ANNALYSIS AND RESEARCH FINDINGS 27

4.1 Data analysis with IBM SPSS statistic 27

4.1.1 Measurement model 27

4.1.2 Structural model 27

4.2 Research findings 27

4.2.1 Respondents’ characteristics 27

4.2.2 Descriptive statistics of reality test 28

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4.2.3 Descriptive statistic of correlation analysis 29

4.2.4 Descriptive statistic of regression analysis 30

Chap 5: RECOMMENDATION& CONCLUSION 33

5.1 Conclusion 33

5.2 Contribution and recommendation of the study 33

5.3 Limitations of the study 34

REFERENCES 35

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Abstract Purpose: This study investigates factors impacting customer satisfaction on the quality of health services in hospitals (Hanoi).Specially, the research focuses on effects of tangible things which are physical care facilities, medical equipment and hospital physical environment and surroundings; accessibility to healthcare service which is procedures of admission to the hospital, waiting time, examination order, explanation about the examination results and treatment process, etc attitude & medical ethic that are doctors‟ and medical staff‟s care and attitude towards patients during admission procedures, examination and treatment, and the medical personnel‟s morality in interaction with patients and reliability which is good reputation of hospital, qualification of doctor ( reputation, experience, professional degree, study abroad)

Design/Methodology/Approach: The quantitative research method is applied

in this study Survey questionnaire delivered to a sample of random 100 people who used medical services in Hanoi hospital

Findings: The study‟s result provided empirical evidence for the impact of for

services‟, ‟attitude and medical ethics‟ and „reliability‟) on patient satisfaction

Satisfaction level of health services in Hanoi hospital reflects the trust of patients about the quality of services, infrastructure, machinery and equipment, clean hygiene, procedures and examination process, time to carry out In addition, there were also opinions on the attitudes and consciousness of doctors and nurses in the hospital, the spirit of listening, the enthusiasm for medical examination and treatment Moreover, the expectation for more medical services is also measured expectation of patient to Hanoi hospitals and decided to re-examine at these hospitals as well as to introduce people like relatives and friends to see doctors

Implication: The study helps to understand more about the factors affecting customer satisfaction about health services in Hanoi hospitals It provides people including patients and doctors with information about hospitals As the opinion of the examiner, the two parties have made the right changes and decisions, the hospital also brings trust benefits from patients

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Originality/value: The study shows the satisfaction level of patients with health

services and that affects the decision to return or not, trust or cannot trust the hospital

Keywords: Service quality; patent satisfaction; hospital

From to 10 million or more

2 Figure 4.2.2 Descriptive statistics of reality test

Reality Test

** Correlation is significant at the 0.01 level (2-tailed)

4 Figure 4.2.4 a) Regression analysis

Square

Adjusted R Square

Std Error of the Estimate

Predictors: (Constant), DD, DT, TC, PT

5 Figure 4.2.4 b) Regression analysis

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Square

Adjusted R Square

Std Error of the Estimate

3 Income level ( per month)

6 Where do you usually use medial services?

 Public hospital

 Clinic

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II, Satisfaction level

Please indicate the extent of your agreement on the following statements on a scale

DT1:The hospital makes you feel secure when

choosing treatment there

DT2: You feel secure about the doctor expertise

and experience at the hospital

PT- Tangibles

PT1: The hospital have enough modern equipment

and machinery to serve your medical examination

and treatment

PT3: The hospital‟s environment is quiet, fresh and

clean, which is suitable for patients to treat and rest

PT5: Hospital canteen and grocery are enough for

patients with variety items

TC- Accessibility to healthcare services

TC1: The hospital has specific advice on

procedures and treatment process, so you do not

encounter many difficulties in the process of

hospitalization - discharge

TC2: You don‟t have to wait too long to turn on

service or get results

T3: All your questions and questions are always

answered by the hospital‟s staffs

TC4:Your doctors always know any changes in

your health

DD- Attitude and medical ethics

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considerate to serve, guide and help you when you

have a need

DD2: You feel free from discrimination if you

don‟t use health insurance or you are in difficult

circumstances (poor condition)

DD3: You can easily see your treating doctor when

you need

DD4: The doctor and the hospital staff always

visited and encouraged them during the treatment

DD5: Hospitals always receive all feedbacks from

patients (suggestion box, hotline .) by positive

attitude

HL- Satisfaction

HL1: Overall medical service quality at the hospital

meets your demands

HL2: You are satisfied with the quality of service

of the hospital

HL3: You will continue to use the service in this

hospital (when you need) and recommend it to

friends and relatives

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2 Table 1.4: Theoretical framework

CHAP 1: AN INTRODUCTION

health services in hospitals (Hanoi).This chapter consist of five sections Initially, the chapter elaborates background for the study (section 1.1) before the research objectives and research questions are presented (section 1.2).Subsequently, a brief description of the research method is provided (section 1.3), which is followed by a presentation of research findings (section 1.4) The chapter closes with a presentation of the thesis structure (section 1.5)

1.1 Background of the study

In recent years, healthcare has been seen operating as a commercial, for-profits organization that is growing rapidly in both developed and developing countries Relationships between patients and hospitals are similar to those between customers and service providers where hospitals strive to provide services that

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meet or exceed patients‟ expectations In the past, people would go to hospital when they had illnesses/diseases or in cases of emergency; but in modern time, people tend to be more attentive to prevention and promoting health awareness thus their visits to hospitals are not just to receive quality treatment but expect more services that would ensure total quality healthcare experience Regardless of clinical factors, effectiveness and efficiency of therapy, nowadays, the quality of healthcare is dependent upon other dimensions comprised of environment, hygiene, attitude of staffs, facilities and material information, etc by patients On the other hand, World Health Organization (WHO) has mentioned that patient is a centered point in a healthcare system that anything affecting them will significantly impact a success or a defeat of hospital or organization as well as to decisions of policy-makers in making plans or strategies for their own system (WHO, 2006) Consequently, it is obvious to recognize a crucial role of patient in healthcare at this moment, hence, to deliver quality services will be revealed as a key factor in searching for sustainable competitive advantage, differentiation and excellence among competitors (Jabnoun, 2005)

However, how to realize that whether the quality of healthcare provided in a certain hospital and whether a hospital met patient‟ expectations or not Recently,

in the world, the concept of “patient‟ satisfaction” has been mentioned as a valuable tool for assessing quality of healthcare, which concerns as regard consumer-oriented in medical quality assurance (Donabedian, 2003) Moreover, WHO also proclaims in “Assessment of Quality” document that satisfaction of patient is one of nine crucial standards to evaluate the quality of healthcare services (Donabedian, 2003)

Over the past years, the hospital system in Vietnam has been significantly improved and developed Much investment has been put in developing healthcare infrastructure, facilities, and human resource training However, service quality in the healthcare system in general and in the public hospitals particularly have still received much concern from the society and pressingly requires for improving patients‟ satisfaction (Phung and Tran, 2012) Every year, many Vietnamese patients, especially the wealthier people spend as much as US$ 2billion on treatment abroad These patients with better living standards seek for better service quality abroad because they do not only care about having their diseases cured, but also about how they are treated (Thanh Nien Daily, 2013)

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This study focuses on providing empirical evidence to confirm many factors affect patient satisfaction in the context of the public hospitals specialize in Hanoi hospital, Vietnam The similarities and unique characteristics associated with the research context are explored It is expected to enrich our understanding of healthcare service quality, attitude, medical ethic and its relationship with patient satisfaction

1.2 Research objectives and research question

Research on the factors affecting customer satisfaction on the quality of health services in Hanoi hospital consists of four objectives That evaluate based on reliability, tangible means, accessibility to healthcare service and attitude & medical ethic

Research question: What factors affect customer satisfaction on the quality of medical services in Hanoi hospital?

1.3 Hypotheses

H1: Reliability affects patient satisfaction For patients who go to health checkups

which is an important decision because it relates to their physical condition If they know their own health status, they will make a decision as soon as possible if their bodies get sick Therefore, a prestigious hospital, highly qualified and experienced doctors, modern equipment will bring peace of mind to patients about accurate search results

H2: Tangible means affect the satisfaction of patients The society is growing, the

demand for human enjoyment is increasing and the patients also have their own requirements when they are sick but the health sector has not met both in terms of technical quality and functional quality The rate of the patient's level of satisfaction and satisfaction with facilities is only average

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H3: Access to services also affects patient satisfaction Administrative procedures

are always a concern for patients when visiting hospitals Most patients are not satisfied with the services such as hospitalization procedures, waiting time, examination orders, explanation of examination results and treatment process The patient's satisfaction score on administrative procedures, reception and guidance of the hospital only stops at the average level

H4: The attitude and professional ethics of doctors and nurses affect the

satisfaction of patients Health workers still work in the old way (subsidized regime) do not really see patients as customers and it is not yet thought that medical examination and treatment is a service activity The nurse has more satisfaction than the treating doctor, which depends a lot on the process of explaining the disease, helping daily care and hygiene

Hy5: Accessibility to healthcare service has the most influence on patient

(4) Good reputation of hospital, qualification of doctor (reputation, experience, professional degree, study abroad)

1.5 Research methods:

The quantitative method was employed in this study We employed the scales measuring healthcare service quality and patient satisfaction These measures were adopted and modified from past research while taking into account the suggestions from our quantitative study The main objectives of the quantitative study are to gain overall understanding of patient perceptions of the current status of healthcare service quality in Hanoi public hospitals In this study, we discuss the measures used, the questionnaire development, the sample, and the techniques used for data

analysis

1.6 Research findings

Research to find out the satisfaction level of patients on the quality of services

in Hanoi hospitals based on reliability, quality and attitude

1.7 Structure of the study

 Introduction

 Literature review

 Research method

 Data analysis and research finding

 Discuss and conclusion

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Chap 2: LITERATURE REVIEW

The health care delivery system in Vietnam faces four major challenges: improving care facilities and environment, accessibility to healthcare service, attitude and medical ethic In Nepal, for example, the government made substantial investments in healthcare to increase access Yet, according to Lafond (1995), utilization of the facilities remained low because of clients‟negative perceptions of quality Guldner and Rifkin (1993) also showed that in Vietnam and Uganda, poor quality of services in the public sector led to greater use of private providers

2.1 Physical care facilities, medical equipment and hospital

physical environment and surroundings

In the research, we would like to prove the various elements of tangibles associated with healthcare service quality in Vietnamese public hospitals, especially those at district and lower levels are at not good status and there is a strong need for improvement The issues such as poor facilities, inadequacy of patient beds, lacking of medical equipment, dirty toilet and shortage of water have been frequently reported… According to Journal of Emerging Economies and Islamic Research in Investigation in Vietnamese Public Hospitals (Nguyen Thanh Cong and Nguyen Thi Tuyet Mai, 2010) show that:

 Emergency rooms in this hospital [a hospital at district level] should be better equipped Private clinics now are well equipped with all necessary equipment, while here there is still a very old machine that has been used for many years (Male patient, 30) The room is not comfortable and not warm enough There are even not enough blankets The mat is old and with foul smell There are even old blood marks on it It is very uncomfortable I do not dare to use them (Female patient, 25) The toilets here are very uncomfortable, very unhygienic It has very bad smell and also there is often

a shortage of water at the end of the day (Male patient, 35).There is no canteen in this hospital I have to go and buy food outside It is expensive and not convenient at all (Female patient, 40)

In Patient‟ Satisfaction and quality Of Healthcare: Case Of hospitals in Ho Chi Minh City (Nguyen Thanh Luan, Touchanun Komonpaisarn Jiruth Sriratanaban and H.A.T Vy, 2014), they presented three important roles of patient in assuring quality:

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 The environment of the hospital can also play a critical role in patient‟s satisfaction Above all, patients want to know whether the facility is clean, sterile and safe, and that proper disease control procedures are followed consistently John Reiling has warned that to address the problems of errors

in healthcare, assurance of quality and serious safety issues, fundamental changes of health care processes, culture, and the physical environment are necessary and need to be aligned (John, 2008) Furthermore, in a study of GUP IIoh in Nigeria, hospital environment is ranked 3rd importance to impact to patient‟ satisfaction (Iloh, 2013)

2.2 Procedures of admission to the hospital, waiting time,

examination order, explanation about the examination results and treatment process

The patient‟s satisfaction has considerably impacted by process feature following the research: Case Of hospitals in Ho Chi Minh City (Nguyen Thanh Luan, Touchanun Komonpaisarn Jiruth Sriratanaban and H.A.T Vy, 2014) shows that includes convenience in moving and timeliness for treatment procedure

 As indicated in a report in Canada, there appears to have been marginal increases in satisfaction with “timeliness of access to care” since 2001 The increases are slight at best however it is still the case that barely half of Canadians (46 per cent) are satisfied in this regard (Stuart, 2007)

In Vietnam, currently, it is one of the factors causing patients‟ dissatisfactions When patients enter in a certain hospital, they usually get lost in a maze of clinic rooms, laboratory rooms or drug store, etc… the arrangement of these facilities is not conveniently and appropriately suitable for patients to find their ways while at the hospitals It will be very difficult for disabled patients or the elderly Moreover, waiting time at clinic room or wait time for doing and receiving test or wait time for making payments cause tiredness, dissatisfactions and anxiety for patients who already have problems of their own

According to Journal of Emerging Economies and Islamic Research in Investigation in Vietnamese Public Hospitals (Nguyen Thanh Cong and Nguyen Thi Tuyet Mai, 2010) indicated that:

 In some big and well-known hospitals, patients are also not easy to access adequately explanation about the examination results and treatment from the doctors The following excerpts provide some illustration for our