Factors Influencing Customer Satisfaction in Health Care Services

Running Head: MARKETING RESEARCH 1
Marketing Research Essentials

MARKETING RESEARCH 2
Table of Contents
Research problem.......................................................................................................................................3
Research Objectives....................................................................................................................................3
Literature Review........................................................................................................................................3
References...................................................................................................................................................5

MARKETING RESEARCH 3
"Topic: Factors Influencing Customer Satisfaction in Health Care Services”
Research problem
In today’s health care industry, customer satisfaction is a foundation which enhances growth and
ensures the patient loyalty in the long term. The health care organizations believe that services
can be best provided by knowing about the needs and demands of customers and market trends
about the services. In this sector, competition is going intense so organizations need to focus on
enhancing the service delivery process. There are various factors which influence the customer
satisfaction in health care service industry. Generally, patients compare the services they receive
from one hospital to other and analyze the service performance. It is very important for every
health care service provider to focus on the expectations of patients so that they can satisfy their
patients.
Research Objectives
The major aim of this research is to address different factors which can influence the customer
satisfaction in health care service industry. The primary objectives of this research are:
 To measure the customer satisfaction in health care sector.
 To explore different factors that affect patient satisfaction in chosen sector.
 To identify the potential strategies for eliminating negative factors.
Literature Review
In today’s era, customers are very well educated that they include utility in every service for
which they are paying money. Specifically in the health care sector, they are highly engaged, due
to this service provides need to make more focus on their service delivery process. According to
Ragaur (2008), customer satisfaction is one of the major elements in every sector for long term
growth and profitability. Over few years, the issue of patient satisfaction has attained a
significant attention in this sector (Ragaur, 2008). So, organizations are making different efforts
to enhance the level of satisfaction via different initiatives. According to Saeed et al. (2013),
there are several factors which can affect the patient satisfaction in health care industry (Saeed,
et al, 2009). In their article, the authors stated that some of these factors are patient safety,
quality control, quality of basic facilities, behavior of staff, doctors’ attention etc. In its contrast,