CUSTOMER PERCEPTION, SATISFACTION AND BEHAVIOURAL INTENTIONS TOWARDS HOSPITAL MEAL SERVICES IN GOVERNMENT AND PRIVATE HOSPITALS IN ALOR SETAR, KEDAH

Abstract

There are two types of hospital in general, which are government and private hospitals. This study will help us to understand the customer perception, satisfaction and behavioural intention of hospital meal services in both government and private hospitals in Alor Setar, Kedah. Private and government hospitals differ in their style of food offering and service system. From this, customer perception, satisfaction, and behavioural intentions were investigated using a questionnaire survey with 150 respondents using descriptive and inferential analysis. The study shows that between government and private hospitals in Alor Setar, Kedah, the respondents show a positive perception of hospital meal services in Alor Setar in both government and private hospitals. In terms of customer satisfaction, both types of hospital show high satisfaction from all respondents. However, private hospital scores a bit higher in terms of satisfaction since the services and facilities are more upgraded than those of the government hospital of which respondents did not have such a high expectation for satisfaction since the fee is much lower than the private hospital. In the comparison of hospital meal services in terms of socio-demographic profile, there is no significant difference in gender and education level in both types of hospital. However, age and income level show a significant level of p=0.011 in age for a government hospital and p=0.018 and p=0.020 in monthly income for a private hospital. For the relationship of all variables (customer perception, satisfaction and behavioural intention), all of those show a robust, lively and direct relationship with each other. Hence, this study can help public and private hospitals improve their meal services and image to attract more customers.