Report on Service Quality and System Management

Running head: SERVICE QUALITY AND SYSTEM MANAGEMENT
Strategic Quality and System Management
Name of the Student:
Name of the University:
Author’s Note:

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Abstract
This study aims to shed light on the healthcare settings’ focuses on the effort of sustainable
services through the customer care that can ensure the patients’ satisfaction and patients’ loyalty.
In the healthcare sector, the competition is increasing day-by-day. In this regard, the healthcare
organizations are trying to provide best customer support team that can help the patients in all
angles. In this study, in order to collect the data, the researcher has used primary data collection
methods. The researcher has conducted survey and interview in order to collect the data. In the
survey, the researcher has made 8 close-ended questions and distributed to the patients in
healthcare of UAE. The interviews were conducted by the physicians of the healthcare in UAE
and the researcher has prepared three open-ended questions. In the results section, the
quantitative data has been presented in tables and graphs and qualitative data has been presented
in the tables. In the discussions sections, all the data have been discussed with the theoretical
framework of the study. The reputations of the healthcare providers and the customer services
have a clear positive impact on the customer satisfaction. The patients are facing issues regarding
not responding to the customer services and the behaviour of the support teams. The physicians
analyse their views on expanding the services of customer services through using of technologies
and using multi-channel communication.

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Table of Contents
Methodology....................................................................................................................................4
Research philosophy....................................................................................................................4
Research Approach......................................................................................................................4
Research Design..........................................................................................................................4
Data collection process................................................................................................................5
Sample and Sampling techniques................................................................................................5
Data Analysis process..................................................................................................................6
Ethical consideration...................................................................................................................6
Results..............................................................................................................................................6
Quantitative data results..............................................................................................................6
Qualitative data results..............................................................................................................15
Discussions....................................................................................................................................16
Conclusion.....................................................................................................................................19
Reference list.................................................................................................................................20
Appendices....................................................................................................................................22
Appendix 1.................................................................................................................................22
Appendix 2.................................................................................................................................25

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Methodology
Research philosophy
The entire research method depends on the research philosophy. However, there are three
types of research philosophies include positivism, interpretive and realism. In this selected study
positivism philosophy has been selected by the researcher. Positivism philosophy allows the
researcher to carry out an insightful analysis of the selected topic (Silverman, 2016). In this study
positivism, philosophy provides with analysis of the relationship between the customer
satisfaction and the patient loyalty in the healthcare sector of Abu Dhabi. A clear understanding
regarding the selected topic can be done under the positivism philosophy. Positivism philosophy
gives a detailed structure of the research.
Research Approach
Research approach includes inductive and deductive approach. The inductive analysis
consists of data collection, analysis, and observation of the data based on the effective analytical
tools and the generating potential relevant theories (Caillaud, Rose & Goepp, 2016). However,
the deductive approach focuses on the selection of different theories, implementation of the
theories, and hypothesis and data analysis by confirming the theoretical evidence. The researcher
has selected deductive approach for this current research study.
Research Design
Research design includes descriptive, explanatory and exploratory design. However,
research design allows the researcher to interpret the data from the results according to the
research objectives and the purpose of the study (Porter et al., 2017). For the current study, the
researcher has selected descriptive design. Descriptive design includes a set of objectives and the

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questions. This design enables the research to relate the findings to the proposed objectives of the
research study. A relationship has been established between these two parameters, which ensures
the identification of the concerned areas in a research study and evaluate all elements of this
study.
Data collection process
Primary data collection process has been applied where both quantitative and qualitative
methodology have been included. However, in the literature review section secondary data
analysis has been taken. For the quantitative method, numerical data has been collected.
Applications of both quantitative and qualitative data collection methods are crucial to interpret a
significant outcome from the valid data (Clandinin, Cave & Berendonk, 2017). In order to
conduct the survey, the researcher has prepared 8 close-ended questions and in conducting the
interviews, 3 open-ended questions have been prepared.
Sample and Sampling techniques
In this current study, 30 patients of Safe Medical Center, one of the healthcare settings of
Abu Dhabi have been selected as the sample size for conducting the survey. The aim of the
sample is to identify the relationship between the customer care and the patients. In the survey
respondents, the researcher has used simple random sampling technique as it provides an equal
probability of selecting the respondents from the statistical population. On the other hand, 3
physicians have been selected for the interview those have sufficient supportive data regarding
the high level of customer satisfaction report. However, sampling and sample techniques are
crucial to conducting the survey (Holloway & Galvin, 2016). In conducting the interviews, the
researcher has used non-probability sampling that did not provide all the persons in the
population equal chances of being chosen.