Service Quality Perception and Behavioural Intention

Abstract

Private health care organizations are increasingly realizing the need to focus on service quality as a tool to improve their position in the highly competitive health care sector. Patients’ perception about health care services seems to have been largely ignored by health care providers in Indian private hospitals. The objective of the research is to analyze how customers’ service quality perception leads to positive behavioural intention towards service providers. For this purpose, the data were collected from a sample of 475 customers from Indian private hospitals. The analysis was used to analyze the customer service quality perception and behavioural intention. The findings indicate that service seeker and service provider relationship, quality of facilities and the interaction with supporting staff have a positive effect on customer perception. This piece of research may help the health care managers and organizations to formulate effective strategies for ensuring better quality of services to the customers. This study may further facilitate them in building positive behavioural intention of customers towards the health care services, thereby attracting and gaining more number of customers.