Strategic Quality and System Management in Abu Dhabi Healthcare

This report investigates the crucial relationship between service quality, system management, customer care, and patient loyalty within the healthcare sector, specifically focusing on the context of Abu Dhabi, UAE. The study employs a mixed-methods approach, incorporating both quantitative and qualitative data collection techniques. Quantitative data was gathered through surveys administered to 30 patients at a healthcare center, utilizing close-ended questions to assess their satisfaction levels and perceptions of customer care. Qualitative data was collected via interviews with three physicians, employing open-ended questions to gain insights into their perspectives on service quality and patient behavior. The findings, presented through tables, graphs, and thematic analysis, reveal a significant positive correlation between customer care and patient satisfaction, as well as the importance of responsive customer service and supportive staff behavior. The report also discusses physicians' views on leveraging technology and multi-channel communication to enhance customer service and patient loyalty, ultimately contributing to the understanding of effective strategies for sustainable service delivery in the competitive healthcare landscape.

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

2SERVICE QUALITY AND SYSTEM MANAGEMENT
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

4SERVICE QUALITY AND SYSTEM MANAGEMENT

5SERVICE QUALITY AND SYSTEM MANAGEMENT
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

6SERVICE QUALITY AND SYSTEM MANAGEMENT
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.

7SERVICE QUALITY AND SYSTEM MANAGEMENT
Data Analysis process
The collected data needs to be analyzed in a proper way to understand the findings and
the research objectives (Thorne, 2016). In this study, the researcher has used quantitative data
analysis technique in order to analyse the data collected from the survey. In this current study,
the data has been analyzed by using cart graphs and tables. The data is represented in the
numeric form. On the other side, qualitative data analysis technique has been used in order to
analyse the data from the interview.
Ethical consideration
The researchers should follow ethical requirements during the conduction of the research
study (Silverman, 2016). However, it is important for the researcher to follow the Data
Protection Act 1998 to keep the confidentiality of the participant's information. The demographic
data of the participants cannot be shared during the research. On the other hand, permission has
in from the manager of the primary health care during the survey. The confidentiality of the
completed questionnaire has been maintained. Apart from this, no personal question has been
stated during the interview, which might affect the sentiment of the candidates. On the other
hand, the proper citation has been done during the literature review.
Results
Primary data collection method includes survey and interview. 30 patients from Safe
Medical Center have been selected for the survey and 3 physicians from Safe Medical Center
have been taken for an interview.
Quantitative data results
Q1. In which age group do you belong to?

8SERVICE QUALITY AND SYSTEM MANAGEMENT
Age Sample size No. of responses Frequency of
respondents
18-25 years 30 8 26.66%
25-40 years 30 10 33.33%
40-65 years 30 12 40%
18-25 years 25-40 years 40-65 years
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
26.66%
33.33%
40.00%
Figure 1: Response from different age groups
(Source: Researcher)
Q2. How far do you agree that patients are satisfied with the customer care of health
sectors in Abu Dhabi?
Feedbacks from the
participants
Sample size No. of responses Frequency of
respondents
Strongly agree 30 5 16.66%

9SERVICE QUALITY AND SYSTEM MANAGEMENT
Agree 30 10 33.33%
Neutral 30 2 6.66%
Disagree 30 8 26.6%
Strongly disagree 30 5 16.66%
Strongly
agree Agree Neutral Disagree Strongly
disagree
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
16.66%
33.33%
6.66%
26.60%
16.66%
Frequency of respondents
Figure 2: Patient’s satisfaction in context of customer care
(Source: Researcher)
Q3. How far do you agree that customers care can improve the patient loyalty?
Feedbacks from the
participants
Sample size No. of responses Frequency of
respondents
Strongly agree 30 8 26.6%

10SERVICE QUALITY AND SYSTEM MANAGEMENT
Agree 30 12 40%
Neutral 30 1 3.33%
Disagree 30 5 16.66%
Strongly disagree 30 4 13.33%
Strongly
agree Agree Neutral Disagree Strongly
disagree
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
27%
40%
3%
17%
13%
Frequency of respondents
Figure 3: Impact of customer care in improving patient loyalty
(Source: Researcher)
Q4. Do you think that proper diagnostic tools are used in the healthcare sector in Emirates
of Abu Dhabi?
Feedbacks from the
participants
Sample size No. of responses Frequency of
respondents
Yes 30 10 33.33%
No 30 17 56.66%

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No comments 30 03 10%
Yes
No
No comments
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00%
33.33%
56.66%
10.00%
Use of Proper diagnostic tools in
healthcare
Figure 4: Use of Proper diagnostic tools in healthcare
(Source: Researcher)
Q5. How far do you agree that customer satisfaction has a connection to the patient loyalty
in healthcare of UAE?
Feedbacks from the
participants
Sample size No. of responses Frequency of
respondents
Strongly agree 30 07 23.33%
Agree 30 10 33.33%
Neutral 30 02 6.66%
Disagree 30 06 20%

12SERVICE QUALITY AND SYSTEM MANAGEMENT
Strongly disagree 30 07 16.66%
Strongly
agree Agree Neutral Disagree Strongly
disagree
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
23.33%
33.33%
6.66%
20.00% 16.66%
Customer satisfaction has connection
to the patients' loyalty
Figure 5: Healthcare sector can satisfy the service users
(Source: Researcher)
Q6. According to you what is the best way to capture the patient loyalty in healthcare?
Feedbacks from the
participants
Sample size No. of responses Frequency of
respondents
Responding of
customer care
30 11 36.66%
Make digital
payment
30 05 16.66%
Giving urgent care 30 06 20%
Booking doctors’ 30 07 23.33%

13SERVICE QUALITY AND SYSTEM MANAGEMENT
appointment
through customer
care
36.66%
16.66%
20.00%
23.33%
Best way to capture the patient
loyalty in healthcare
Responding of customer
care
Make digital payment
Giving urgent care
Booking doctors’
appointment through
customer care
Figure 6: Best way to capture the patient loyalty in healthcare
(Source: Researcher)
Q7. What is the issue you faced mostly in healthcare that hampers the loyalty and
satisfaction?
Feedbacks from the
participants
Sample size No. of responses Frequency of
respondents (%)
Technological issues 30 04 13.33%
Support’ behaviour 30 02 6.66%
Customers' care 30 09 30%

14SERVICE QUALITY AND SYSTEM MANAGEMENT
does not respond
Unethical practice in
healthcare by
customer care
30 07 23.33%
Lack of knowledge
of customer care in
healthcare sector
30 08 26.66%
Technologica
l issues Doctors’
behaviour Customers’
care do not
respond
Unethical
practice in
healthcare
by customer
care
Lack of
knowledge
of customer
care in
healthcare
sector
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
13.33% 6.66%
30.00% 23.33% 26.66%
Issue in healthcare that hampers the
loyalty and satisfaction
Figure 7: Issue in healthcare that hampers the loyalty and satisfaction
(Source: Researcher)
Q8. What is your view in enhancing the patient satisfaction in the healthcare sector?
Feedbacks from the
participants
Sample size No. of responses Frequency of
respondents

15SERVICE QUALITY AND SYSTEM MANAGEMENT
Answering the
telephone rings
30 08 26.66%
Use patient’s
communication style
30 02 6.66%
Smiling in
conversation
30 05 16.66%
Explaining to the
patient what is next
30 06 20%
Listen to the patients
without interrupting
30 09 30%
Answering the telephone rings
Use patient’s communication style
Smiling in conversation
Explaining the patient what is next
Listen to the patients without
interrupting
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
26.66%
6.66%
16.66%
20.00%
30.00%
Enhancing the patient satisfaction in
healthcare sector
Figure 8: Enhancing the patient satisfaction in healthcare sector
(Source: Researcher)

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Qualitative data results
Q1. What is your view on poor customer care could affect the customer loyalty in the
healthcare sector?
1st Physician 2nd Physician 3rd Physician
“ I believe that poor quality
care affects the brand image of
a care organization, which
also harms the customer
loyalty in this sector”
“I think poor customer care
affects the confidence level of
the patient in the care
organization. As a result, it is
difficult for the care
organization to retain the
patients in their organization”.
“According to me poor
customer care not only affects
the customer loyalty but also
hampers the flow of the
service. Hence, it is important
to provide quality service to
achieve the business goal as
well as the customer loyalty”.
Q2. Do you agree that quality of healthcare service is related to the positive patient
behaviour?
1st Physician 2nd Physician 3rd Physician
“According to me, it is crucial
for a healthcare sector to
provide quality service to the
customer to meet their needs.
This will lead the patients to
show a positive attitude
“I think service quality is
directly related to customer
satisfaction. Thus, quality
service enables the service
users to enhance their belief
towards the care
“I do not agree that service
quality is the only factor that
influences the customer
behavior. Apart from the
service quality price of the
service is a big factor that

17SERVICE QUALITY AND SYSTEM MANAGEMENT
towards the organization". organization”. affects the customer
behavior”.
03. What is your future planning to include customer support in healthcare sector about
the idea of the patient loyalty?
1st Physician 2nd Physician 3rd Physician
“We already asked out
customer support team to be
courteous and respectful at the
time of the conversation. In
future, we shall try to launch
the technological support so
that if the customer support
team is busy, the technology
can answer the call
automatically.”
“In my healthcare, the
management asks the
customer support team not
show indifference to the
patients over the phone.
Furthermore, we are planning
to provide training to the
customer support team to give
knowledge about the simple
query in medical support and
not to contradict to the
patients.”
“In our healthcare,
management is planning to
give the idea of patients’
queries to the customer
support and use plain terms
and simple explanation. We
are planning to give access the
patients to use technologies so
that they can use technology
when the customer supports
team is busy.”
Discussions
In the healthcare sector, patients are the major concerned and providing all types of
services are the most important things for the healthcare sector. The main goal of a healthcare

18SERVICE QUALITY AND SYSTEM MANAGEMENT
entity is to meet the expectations of the patients. From the survey questionnaire, the patients of
UAE have been provided their responses and most of the respondents in the UAE belonged to
the above forty age group. This thing clears the fact that most of the patients are aged in the UAE
and they need doctors’ consultation in regular basis. This age group people try to contact with
the customer care in the healthcare in order to ask their queries about doctors’ and their
necessities. In the UAE, the patients in healthcare are the satisfied with the services given in the
healthcare entities. In the UAE, the healthcare services are given with the courtesy, smile and
respect to the patients and the customer care services in the healthcare tries to provide fair
services to the patients. The patients sometimes do not cater their needs, the customer service
teams try to provide the professional services in timely manner. However, in some cases the
professionals lack the knowledge in medical terms and they cannot provide help in such cases.
Their rude behaviours and lack of knowledge will let the patients to go to other healthcare
services. The service requirements of the patients are needed to understand by the customer
service team and the patients need to have realistic expectation from the customer services also.
In addition, when the patients were asked about patients’ loyalty, they agree upon the fact. Better
customer care can improve the patients’ loyalty. The management are taking number of steps to
ensure the better customer care and the patients can use these steps in easier manner to ensure the
customer services. The customer care also wants the feedback from the patients in order to
improve the customer care services and patients can appreciate the efforts of the customer care
and the management of healthcare centers. In the healthcare services, the patients ask for the
diagnostic tools and the customer supports team need to have idea of the diagnostic tools. The
cost and the process of giving the services are related to the services of customer care. When the
patients were asked about the ways in improving the patient loyalty, they opined about

19SERVICE QUALITY AND SYSTEM MANAGEMENT
responding the customer care and making of digital payment, giving the urgent care and booking
the doctors’ appointment and diagnostic tools through customer care. Most of the users in
customer services and health care services are aged or they are in urgent needs. The customer
support team should know the facts and they need to behave the patients with care. The patients
sometimes face the issues while they are trying to seek help from customer support, the issues
are technological issues, behaviour of the support teams, respond issues, unethical practices from
the support teams like trying to extorting the money by giving privilege and lack of medical
knowledge of the support teams. In giving the patients’ satisfaction, the support team needs to
answer the calls, communication styles of the support teams, listen to the patients’ and
explaining their needs. The patients’ needs to be fulfilled and the issues of patients’ must be
resolved in order to enhance the patients’ loyalty in healthcare.
When the physicians in the healthcare a timely manner about the customer care, they did
not seem to have lack of knowledge regarding the customer services. Poor customer care
supports can affect the patient loyalty and satisfaction as the patients will not visit the healthcare
setting without having knowledge of support they can get. The image of the healthcare setting
can be affected by the confidence level of the patients on the healthcare can be harmed. In
addition, the quality of services if the healthcare might be a, however, the customer service can
harm the organization's reputation. The physicians provide their knowledge regarding the
positive patients' behaviour and gaining the confidence. This process of gaining believes of the
patients starts with the customer support and having the desired reply from the support team can
increase believe. The management of healthcare is trying to the customer support by providing
training and in the UAE, the management of healthcare centers are trying to try multi-channel
services to the patients, like online, e-mails, in-person and phone.

20SERVICE QUALITY AND SYSTEM MANAGEMENT
Conclusion
In the healthcare settings of the UAE, the patients have all types of services as the
technologies are high in the public healthcare settings. Patient satisfaction in Safe Medical
Center, in UAE is related to the communication with physicians and nurses, communication
about medicines, discharge instruction, the responsiveness of healthcare staff and communication
of customer support. In this regard, the patient loyalty can be developed by responding correctly
with the patients as building the brand starts with the idea of customer satisfaction in all stages.
The healthcare setting should not be skeptical about the marketing and the customer care team
can play the best role in this. The customer support team needs to ask about feedback on the
healthcare and they need to inform the patients about their workings and helping the process.

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Reference list
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23SERVICE QUALITY AND SYSTEM MANAGEMENT
Appendices
Appendix 1
Survey questionnaire
Q1. In which age group do you belong to?
 18-25 years
 25-40 years
 40-65 years
Q2. How far do you agree that patients are satisfied with the customer care of health sectors in
Abu Dhabi?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Q3. How far do you agree that customers care can improve the patient loyalty?
 Strongly agree
 Agree

24SERVICE QUALITY AND SYSTEM MANAGEMENT
 Neutral
 Disagree
 Strongly disagree
Q4. Do you think that proper diagnostic tools are used in the healthcare sector in Emirates of
Abu Dhabi?
 Yes
 No
 No comments
Q5. How far do you agree that customer satisfaction has the connection to the patient loyalty in
healthcare of UAE?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Q6. According to you what is the best way to capture the patient loyalty in healthcare?
 Responding of customer care

25SERVICE QUALITY AND SYSTEM MANAGEMENT
 Make digital payment
 Giving urgent care
 Booking doctors’ appointment through customer care
Q7. What is the issue you faced mostly in healthcare that hampers the loyalty and satisfaction?
 Technological issues
 Support’ behaviour
 Customers’ care does not respond
 Unethical practice in healthcare by customer care
 Lack of knowledge of customer care in healthcare sector
Q8. What is your view in enhancing the patient satisfaction in the healthcare sector?
Answering the telephone rings
 Use patient’s communication style
 Smiling in conversation
 Explaining to the patient what is next
 Listen to the patients without interrupting