MKT202 - Market Research: Customer Satisfaction in Healthcare Services

This market research report explores customer satisfaction within healthcare services, particularly focusing on the impact of surgery and medical advancements in rural areas like Central Tilba, New South Wales. It aims to identify factors influencing patient satisfaction, assess the feasibility of introducing advanced surgical procedures in underserved regions, and understand the role of technology in improving healthcare delivery. The study employs a quantitative research approach, using surveys and statistical analysis to evaluate customer perceptions and identify areas for improvement. The research also includes a hypothesis testing framework to determine if surgery processes provide customer satisfaction at an advanced level. The report anticipates results that highlight the importance of technology and customer-centric approaches in enhancing healthcare services, especially in remote areas.

Running head: MARKET RESEARCH ESSENTIAL
MARKET RESEARCH ESSENTIAL
Name of the Student
Name of the University
Author Note

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Table of Contents
1. Synopsis.................................................................................................................................2
2. Objectives...............................................................................................................................2
3. Type of research question......................................................................................................3
4. Methodology..........................................................................................................................3
5. Study Procedure.....................................................................................................................3
6. Data analysis..........................................................................................................................4
7. Results and publication..........................................................................................................5
8. Timeline.................................................................................................................................5
References..................................................................................................................................6

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1. Synopsis
Health care is one of the major aspects of human well-being and sustainability. The
interrelated approach of being healthy and fit will for people is the main concern of that. This
is a global approach to make this competitive and make the complex scenario for different
health care services. Surgery is one of such professions in medical world and this is a process
of complication in health that removed through the process. Septal Myectomy, Bladder
Cystectomy, Craniectomy, Thoracic Aortic Dissection Repair – all these are hardest surgery
in this platform. The major changes happen in this process is the technological expansion and
the development helps in operation process and formulation. The general medicine world is
developing and exclusive skill advancement from doctors are associated in this process. The
market research states about the business information and manages a survey process to
understand the rate of satisfaction of customers in this modern healthcare system
(Mosadeghrad 2014). The research analysis understands the impact of quality healthcare and
adhering the treatment for the continually improve information. There are lots of hospitals
and all those provide some innovative healthcare processes for the better treatment. The
location, price and promotional strategy are different. Factors like operational time, doctors’
availability, family access, hygiene foods all these factors are important for the good
healthcare process. The process of surgery is not highlighted in this research, but the
advancement of the operation in Central Tilba, New South Wales and their development in
infrastructure is the key concern in that case. The village population is very less, so camp for
medical treatment in that case will help the process.
2. Objectives
The selection of objectives is important as the objectives show the direction of the
research.

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 To identify the customer satisfaction process and highlight the issues faced by the
customers
 To analyse the opportunity of doing medical advancement in Central Tilba and
change in rural infrastructure by the implementation of surgery process over there.
 To determine the percentage of satisfied patients in Central Tilba and financial
counselling on that place and to improve the technological advancement to serve the
remote areas of Australia.
3. Population Sampling
The population in that case for the primary research process will be 30 people. Non-
probability sampling process will be taken for that research and their opinion are considered
as the positive and negative impact of the objectives. The successful approach of modern
health care process will be evaluated by the close ended questions asked by the applicants’
viewpoint.
4. Methodology
Quantitative research process will be used in this research as questions will be asked
to the applicants and results are evaluated by this process. Hence, the accumulated data are in
numbers and that highlighted the research as quantitative one. The methodology is the
systematic format of taking interviews and surveys to identify the percentage of people
acknowledging the fact that modern health care services provide customer satisfaction. In this
situation, the descriptive design of research will be used (Kitapci, Akdogan and Dortyol
2014). Positivism philosophy and deductive approach and simple random sampling process
will be done in this process. 30 samples are taken and 25 samples responded from that. Most
of the questions are close ended just a single question of open ended will be there to evaluate
the customer satisfaction level.

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5. Study Procedure
Hypothesis
H0: Surgery process does not provide customer satisfaction at the advanced level.
H1: Surgery process provides customer satisfaction at the advanced level.
In these process two hypothesis are evaluated and finally analysis will come for the
satisfactory or dissatisfactory end. The research process includes some basic understanding to
reach the final declaration of that research and in that case use of customer satisfaction or
dissatisfaction percentage showcase the ultimate result.
Data collection
Coding process is the key statistical method that used in this research process and the
reason behind selecting the process is to know the customer belief in medical field and
specifically in surgery. Simple random data collection and sampling will be used. 180 men
and 120 female are the respondents and accumulated data directed them in a particular
direction in research.
6. Data analysis
Coding process and statistical analysis will be used in this process and close ended
answers will be evaluated by this coding process. Statistical analysis will be important as the
co-relation in these two actors are highlighted in this process and that considered a major role
in analysis. The random sampling of 30 people will be effective to choose the right way of
research analysis and that helps through the part of statistical analysis. The analysis will find
some valid date in a proper manner (Gallan et al. 2013). The quantitative research needs
SPSS as the co-relation and regression of the two variables is important.

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7. Anticipated results
The results of advancement in technology and having customer satisfaction delivers a
a major role in surgery process. In case of rural areas in Australia the situation will be
evaluated by the advancement of surgery camps where less technological advancement create
some ethical overview and those processes are highlighted in that case. The anticipated result
will be productive as well as important from the research perspective. The findings will
improve the understanding with customers and also analyse the situation that ensures market
analysis and provide every aspect of improving the scenario. The accessible approach of
defining marketing is the key aspect in that case. Review process revises statement analyse
the meeting of the research process (Izogo and Ogba 2015). The process will analyse the
research distribution is also important as the result will analyse the true value of research and
make it more transparent by getting answers to form that. The aspect in private and public
level hospital is quite the same and same factors are applicable in that case (Anderson et al.
2013). The rules are highlighted for the market research essential and improved health care
delivered through the process.
8. Timeline
TimeLine Week 1 Week 3 Week 6 Week 9 Week 12 Week 15 Week 16
Research topic
Introduction
Research objective
Methodology
Proposed
outcomes
Date collection
Data analysis

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Recommendation
and conclusion
Final Submission
Table 1: Timeline process of Research
(Source: Created by Author)

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References
Al-Borie, H.M. and Sheikh Damanhouri, A.M., 2013. Patients' satisfaction of service quality
in Saudi hospitals: a SERVQUAL analysis. International journal of health care quality
assurance, 26(1), pp.20-30.
Amin, M. and Zahora Nasharuddin, S., 2013. Hospital service quality and its effects on
patient satisfaction and behavioural intention. Clinical Governance: An International
Journal, 18(3), pp.238-254.
Anderson, L., Ostrom, A.L., Corus, C., Fisk, R.P., Gallan, A.S., Giraldo, M., Mende, M.,
Mulder, M., Rayburn, S.W., Rosenbaum, M.S. and Shirahada, K., 2013. Transformative
service research: An agenda for the future. Journal of Business Research, 66(8), pp.1203-
1210.
Gallan, A.S., Jarvis, C.B., Brown, S.W. and Bitner, M.J., 2013. Customer positivity and
participation in services: an empirical test in a health care context. Journal of the Academy of
Marketing Science, 41(3), pp.338-356.
Izogo, E.E. and Ogba, I.E., 2015. Service quality, customer satisfaction and loyalty in
automobile repair services sector. International Journal of Quality & Reliability
Management, 32(3), pp.250-269.
Kitapci, O., Akdogan, C. and Dortyol, I.T., 2014. The impact of service quality dimensions
on patient satisfaction, repurchase intentions and word-of-mouth communication in the public
healthcare industry. Procedia-Social and Behavioral Sciences, 148, pp.161-169.
Lee, S.M., Lee, D. and Kang, C.Y., 2012. The impact of high-performance work systems in
the health-care industry: employee reactions, service quality, customer satisfaction, and
customer loyalty. The Service Industries Journal, 32(1), pp.17-36.

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Mosadeghrad, A.M., 2014. Factors influencing healthcare service quality. International
journal of health policy and management, 3(2), p.77.