INVESTIGATING THE EFFECTS OF ADMINISTRATIVE SERVICE QUALITY ON CUSTOMER RETENTION IN A PRIVATE HEALTH CARE ORGANISATION

Abstract

Ponte Academic JournalDec 2022, Volume 78, Issue 12 INVESTIGATING THE EFFECTS OF ADMINISTRATIVE SERVICE QUALITY ON CUSTOMER RETENTION IN A PRIVATE HEALTH CARE ORGANISATIONAuthor(s): Luvhengo Usapfa ,Lekunze JN, Molamu NPJ. Ponte - Dec 2022 - Volume 78 - Issue 12 doi: 10.21506/j.ponte.2022.12.10 Abstract:As the business environment is becoming more competitive, so are organisations forced to redefine themselves to ensure growthfollows a case study approach and investigate the effects of administrative service quality on customer retention in a private health care organisation in a predominantly rural setting in South Africa. The study focusses on what constituted administrative service quality in the private health care industry, and the effects thereof on customer retention as a growth strategy. A quantitative research approach was followed, and a survey instrument was used to collect data from 102 customers who were randomly selected as they visit the facility over a period of 4 months. The data was captured on SPSS version 25.0 and analysed using descriptive statistical methods. In this study, a positive correlation was established between administrative service quality, customer retention and growth of the customer base. This finding provides guidance to the hospital management on how best to allocate resources in addressing gaps in the administration. The implementation of findings may result in the reduced customer complaints and increased occupancy rate which in turn ensures customers retention. The study has shown that administrative service quality influences customer retention and growth in private health care sector. The study recommends a continuous monitoring and improvement in the administrative service if the care provider is to secure its market share in a highly competitive sector. Download full text:Check if you have access through your login credentials or your institution Username Password