Indian Journal of Marketing

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

SERVQUAL (Service Quality) vs NPS (Net Promoter Score) : A Comparative Study of Private and Public Hospitals in Sikkim


Affiliations
1 Symbiosis Institute of Health Sciences, A Constituent of Symbiosis International (Deemed University) (SIU), Senapati Bapat Road, Pune - 411 004, India
2 STNM Multi Speciality Hospital, Sikkim - 737 101, India
3 Noble Hospital, Pune, Maharashtra, India
     

   Subscribe/Renew Journal


Background : This study is the first of its kind, which has used the SERVQUAL model in conjunction with the Net Promoter Score approach to compare the service delivery of a private and a public hospital in the Himalayan state of Sikkim.

Methods : The study was cross-sectional and causal, carried out from March – June 2018. This study has used the SERVQUAL gap model given by Parasuraman, Berry, and Zeithaml with the Net Promoter Score approach given by Reichheld. The statistical tools used in this study are mean, Cronbach's alpha, and independent sample t-test. The statistical packages used are MS EXCEL 2016 and SPSS V. 17.

Results : A statistical significant difference was found for the tangibility and empathy dimensions between the public and private hospitals, where the service quality gap score was higher for the public hospital in both the dimensions. The Net Promoter Score for the public hospital was –3% and in case of the private hospital, the NPS was 18%.

Conclusion : This study concludes that both the hospitals needed improvement ; however, the private hospital needed improvement, especially in the responsiveness, reliability, and assurance dimensions ; whereas, the public hospital needed improvement in all the five dimensions of SERVQUAL. This study also concludes that SERVQUAL and NPS approaches should not be looked as competing approaches, but these two approaches shall be used in conjunction to get a better understanding of the problem areas.


Keywords

SERVQUAL, Net Promoter Score, Hospital, Sikkim, Quality.
User
Subscription Login to verify subscription
Notifications
Font Size

  • Aagja, J. P., & Garg, R. (2010). Measuring perceived service quality for public hospitals (PubHosQual) in the Indian context. International Journal of Pharmaceutical and Healthcare Marketing, 4(1), 60 – 83. https://doi.org/10.1108/17506121011036033

  • Ali, S. S., Basu, A., & Ware, N. (2018). Quality measurement of Indian commercial hospitals – Using A SERVQUAL framework. Benchmarking: An International Journal, 25(3), 815 – 837. https://doi.org/10.1108/BIJ05-2016-0060

  • Almeida, R., Benrey, J., Freimark, J., Houck, M., Liu, L., Messing, M., Tan, A., & Weiss, A. (2017). The role of government in the Indian hospital system. Retrieved from http://wws.princeton.edu/sites/default/files/content/docs/India Workshop Report_2017.05.10 FINAL.pdf

  • Chandel, A., & Vij, R. (2019). E-banking service quality : A scale development and validation attempt. Indian Journal of Marketing, 49(9), 23 – 41. https://doi.org/10.17010/ijom/2019/v49/i9/146938

  • Fullman, N., Yearwood, J., Abay, S. M., Abbafati, C., Abd-Allah, F., Abdela, J., … Lozano, R. (2018). Measuring performance on the Healthcare Access and Quality Index for 195 countries and territories and selected subnational locations : A systematic analysis from the Global Burden of Disease Study 2016. The Lancet, 391(10136), 2236 – 2271. https://doi.org/10.1016/S0140-6736(18)30994-2

  • Grigore. (2020, March 5). What is a good net promoter score ? (2020 NPS Benchmark). Retrieved from Retently website: https://www.retently.com/blog/good-net-promoter-score/

  • Grönroos, C. (1984). A service quality model and its marketing implications. European Journal of Marketing, 18(4), 36 – 44. https://doi.org/10.1108/EUM0000000004784

  • Gupta, M. (2016). Students’ perception of higher education service quality : An empirical study. Indian Journal of Marketing, 46(3), 54 – 67. https://doi.org/10.17010/ijom/2016/v46/i3/88998

  • Hirmukhe, J. (2012). Measuring internal customers’ perception on service quality using SERVQUAL in administrative services. International Journal of Scientific and Research Publications, 2(3), 1– 6.

  • Izadi, A., Jahani, Y., Rafiei, S., Masoud, A., & Vali, L. (2017). Evaluating health service quality : Using importance performance analysis. International Journal of Health Care Quality Assurance, 30(7), 656 – 663. https://doi.org/10.1108/IJHCQA-02-2017-0030

  • Kevork, E. K., & Vrechopoulos, A. P. (2009). CRM literature: Conceptual and functional insights by keyword analysis.Marketing Intelligence and Planning,27(1),48–85 . https://doi.org/10.1108/02634500910928362

  • Krishnamoorthy, V., Karthikeyan, P., & Prakash, N. (2016). An examination of the relationship between service quality and patients’ satisfaction in the hospital Industry. Indian Journal of Marketing, 46(11), 21 – 35. https://doi.org/10.17010/ijom/2016/v46/i11/104732

  • Kristensen, K., & Eskildsen, J. (2014). Is the NPS a trustworthy performance measure? The TQM Journal, 26(2), 202 – 214. https://doi.org/10.1108/tqm-03-2011-0021

  • Kwateng, K. O., Lumor, R., & Acheampong, F. O. (2017). Service quality in public and private hospitals : A comparative study on patient satisfaction. International Journal of Healthcare Management, 12(4), 251 – 258. https://doi.org/10.1080/20479700.2017.1390183

  • Lee, D. H. (2017). HEALTHQUAL : A multi-item scale for assessing healthcare service quality. Service Business, 11(3), 491 – 516. https://doi.org/10.1007/s11628-016-0317-2

  • Lonial, S., Menezes, D., Tarim, M., Tatoglu, E., & Zaim, S. (2010). An evaluation of SERVQUAL and patient loyalty in an emerging country context. Total Quality Management and Business Excellence, 21(8), 813 – 827. https://doi.org/10.1080/14783363.2010.487663

  • Lyngdoh, L. M. (2015). Inter-state variations in rural healthcare infrastructure in North-East India. The NEHU Journal, XIII (2), 31 – 48.

  • Min, H., & Min, H. (2016). Benchmarking the service quality of airlines in the United States : An exploratory analysis. Benchmarking: An International Journal, 22(5), 734 – 751. https://doi.org/10.1108/BIJ-03-2013-0029

  • Panigrahi, S. K., Azizan, N. A., & Khan, M. W. A. (2018). Investigating the empirical relationship between service quality, trust, satisfaction, and intention of customers purchasing life insurance products. Indian Journal of Marketing, 48(1), 28 – 46. https://doi.org/10.17010/ijom/2018/v48/i1/120734

  • Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Perceived service quality as a customer - based performance measure: An empirical examination of organizational barriers using an extended service quality model. Human Resource Management, 30(3), 335 – 364. https://doi.org/10.1002/hrm.3930300304

  • Pekkaya, M., İmamoğlu, Ö., & Koca, H. (2017). Evaluation of healthcare service quality via Servqual scale: An application on a hospital. International Journal of Healthcare Management, 12(4), 340 – 347. https://doi.org/10.1080/20479700.2017.1389474

  • Quynh, N. H. (2019). The moderating influence of brand image on the relationship between customer engagement and customer loyalty.Indian Journal of Marketing,49 (9) ,42–56 . https://doi.org/10.17010/ijom/2019/v49/i9/146939

  • Rajeswari, S., Srinivasulu, Y., & Thiyagarajan, S. (2016). Service quality in the telecommunication industry : Analysis with special reference to DSL services. Indian Journal of Marketing, 46(2), 7 – 21. https://doi.org/10.17010/ijom/2016/v46/i2/87245

  • Samim, S. A., Singh, A., & Ravi, P. (2020). Modified early warning system : Quality improvement with the help of health care failure modes and effect analysis . Hospital Topics . https://doi.org/10.1080/00185868.2020.1788476

  • Satapathy, S. (2016). An analysis for service quality enhancement in electricity utility sector of India by SEM. Benchmarking: An International Journal, 21(6), 964 – 986. https://doi.org/10.1108/BIJ-10-2012-0071

  • Singh, A. (2017). Home health care : The missing link in health delivery system for Indian elderly population – A narrative review. International Journal of Research Foundation of Hospital and Healthcare Administration, 5(December), 89 – 94. https://doi.org/10.5005/jp-journals-10035-1082

  • Singh, A., Ravi, P., & Lepcha, K. (2019). Patient satisfaction factors with in house third party administrator (TPA) department of a tertiary care hospital : A cross sectional analysis. International Journal of Healthcare Management - Online First. https://doi.org/10.1080/20479700.2019.1679519

  • Taber, K. S. (2018). The use of Cronbach’s Alpha when developing and reporting research instruments in science education. Research in Science Education, 48, 1273 – 1296. https://doi.org/10.1007/s11165016-9602-2


Abstract Views: 300

PDF Views: 0




  • SERVQUAL (Service Quality) vs NPS (Net Promoter Score) : A Comparative Study of Private and Public Hospitals in Sikkim

Abstract Views: 300  |  PDF Views: 0

Authors

Ankit Singh
Symbiosis Institute of Health Sciences, A Constituent of Symbiosis International (Deemed University) (SIU), Senapati Bapat Road, Pune - 411 004, India
Ekta Tewari
STNM Multi Speciality Hospital, Sikkim - 737 101, India
Priya Ravi
Noble Hospital, Pune, Maharashtra, India

Abstract


Background : This study is the first of its kind, which has used the SERVQUAL model in conjunction with the Net Promoter Score approach to compare the service delivery of a private and a public hospital in the Himalayan state of Sikkim.

Methods : The study was cross-sectional and causal, carried out from March – June 2018. This study has used the SERVQUAL gap model given by Parasuraman, Berry, and Zeithaml with the Net Promoter Score approach given by Reichheld. The statistical tools used in this study are mean, Cronbach's alpha, and independent sample t-test. The statistical packages used are MS EXCEL 2016 and SPSS V. 17.

Results : A statistical significant difference was found for the tangibility and empathy dimensions between the public and private hospitals, where the service quality gap score was higher for the public hospital in both the dimensions. The Net Promoter Score for the public hospital was –3% and in case of the private hospital, the NPS was 18%.

Conclusion : This study concludes that both the hospitals needed improvement ; however, the private hospital needed improvement, especially in the responsiveness, reliability, and assurance dimensions ; whereas, the public hospital needed improvement in all the five dimensions of SERVQUAL. This study also concludes that SERVQUAL and NPS approaches should not be looked as competing approaches, but these two approaches shall be used in conjunction to get a better understanding of the problem areas.


Keywords


SERVQUAL, Net Promoter Score, Hospital, Sikkim, Quality.

References





DOI: https://doi.org/10.17010/ijom%2F2020%2Fv50%2Fi10-11%2F155840