Customer Satisfaction at Public Hospitals in Pakistan: PAKSERV Application

Abstract

Research studies investigating service quality in organizations have popularized various tools. However, the usefulness of these tools in cross-cultural settings has been challenged and needs further investigation. The purpose of this study is to examine the efficacy of PAKSERV in deciphering the service quality of public sector hospitals in the Asian context of Pakistan. The study used a survey method where data was collected through a questionnaire which employed the PAKSERV dimensions of tangibility, reliability, assurance, sincerity, personalization and formality. Data was collected from 500 respondents visiting different public sector hospitals in the province of Punjab, Pakistan. The collected responses were analyzed using means, correlations and confirmatory factor analysis to interrogate the PAKSERV model’s reliability and confirmation in an entirely new context. Findings suggest some clear gaps in the quality of public hospitals in Pakistan, specifically in the ‘formality’ and ‘tangibility’ dimensions. However, all PAKSERV dimensions generated excellent results except for the ‘Formality’ dimension, which indicates a need for theoretical adjustments while investigating further the service quality of public sector health care. This research is an original contribution to the body of knowledge as PAKSERV has been used for the first time to measure service quality of public sector hospitals in Asian settings. The formality dimension is not valid in case of measuring service quality of public sector hospitals. It indicates a clear need to further investigate PAKSERV service quality with public sector organizations. The study uncovers certain areas that were not previously discussed through SERVQUAL service quality measures of public sector hospitals in an Asian setting. The findings of this study will be beneficial for health care quality assurance officials, aspiring to improve the current stature of public sector health care in countries like Pakistan. The research is limited to public health care in Pakistan as the sample consisted of middle-class people, visiting various public sector hospitals.