Conceptualising And Measuring Public Hospital Servicescape

Abstract

It is acknowledged that servicescape influences behaviour responses in the multiple studies. However, servicescape that is apparent to patients in public hospitals, remains elusive. This paper investigates public patients’ perception of servicescape in three major cities in Malaysia. The study employs a two-level analysis, 1) EFA to explore possible servicescape factors, and 2) CFA to validate servicescape factors. Seven servicescape factors were observed in the hospital setting. The study attested the dimensionality through 95% boosted-corrected intervals and compared chi-square of the seven-factor model with alternative models. Patients perceived Cleanliness, Noise Control and Lighting as important servicescape factors, because they represented the ideal ambient condition in the hospital setting. Facilities and Entrance reflected the layout design condition of the physical environment that suited public patients. Sign Label and Directional Guide could help patients to find and reach their targeted location. Significant differences are found and supported the multi-dimensionality of servicescape, suggesting that each of the seven factors is distinctive yet they can be best characterised as the collective factors that represent servicescape in a hospital setting.