Service Quality Gap Model for Analysis and Improvement of Plastic Surgery Customer Satisfaction in South Korea

Abstract

The purpose of this study is to examine the experiences of customers who go to Korea to undergo plastic surgery. This study applies the quality-of-service gap model to understand and analyze customer satisfaction and service demand and to know various measures and suggestions to improve medical services. A questionnaire survey is adopted according to the basic theory of the service quality gap model. Based on actual conditions of hospital work in Korea, the gap model of medical service quality is established. SPSS22.0 statistical package was used to analyze and process data. Results show that plastic surgery customers’ perception of medical services is higher than expected. At the same time, plastic surgery customers indicate the highest evaluation of the quality of medical services. These customers have the highest expectation of assurance in medical service quality and the lowest expectation on empathy. Among the plastic surgery clients in various age groups, the younger ones exhibit greater difference between the expected value and actual perceived value in terms of the reliability of medical service quality. Therefore, we can conclude that the service quality gap model is feasible in analyzing and improving the satisfaction of hospital patients. This model is a reliable theoretical reference that hospital administrators can use to address issues related to medical service quality.