Do the servicescape of public and private hospitals differ? The Malaysian context

Examining the effect of servicescape, perceived service quality and emotional satisfaction on hospital image

Purpose

Emotions have been extensively studied in hedonic service sectors but not in utilitarian service sectors. This study aims to address this gap by examining how hospitals’ Servicescape influences the Emotional Satisfaction of their customers, their perception of Service Quality and its subsequent effect on Hospital Image.

Design/methodology/approach

Data were collected from 220 respondents from corporate hospitals in the National Capital Territory of Delhi and the neighboring cities of Noida and Gurgaon. The reliability and validity of the scale were established and the relationship among the constructs was tested by structural equations modeling.

Findings

Results show that all dimensions of Servicescape, i.e. ambient factors, design factors and social factors have a positive impact on both Emotional Satisfaction and Perceived Service Quality. However, between Emotional Satisfaction and Perceived Service Quality, only Emotional Satisfaction had a positive impact on Hospital Image.

Research limitations/implications

The results of this study can help researchers in understanding the role of Servicescape in the health-care industry.

Originality/value

The results emphasize that hospitals should seek to understand their patients’ perceptions particularly focusing on their emotional reactions to enhance their brand image.

Measuring hospital process service quality: emerging technologies’ challenge

Purpose

In the mobile internet era, the path and mechanism of hospital patient-perceived quality have been changed radically. The purpose of this study is to develop a scale that adequately captures the characteristics of hospital service quality from the patient’s perspective under the background of the mobile internet.

Design/methodology/approach

Based on previous related research and interviews with focus groups, this paper conceptualized, constructed, refined and tested a multiple-item scale that examined key dimensions of hospital process service quality in the mobile context. To validate this scale, data were collected through two formal surveys in Chinese hospitals and were used to test the reliability and validity of the instrument.

Findings

The final measurement scale contains three dimensions, that is, environment conditions, attitude and behavior and technical convenience. With the help of this quality scale, hospital managers could have a better understanding of patients’ expectations under the new condition and pinpoint appropriate initiatives to fill the service gap.

Originality/value

This study focuses on service quality measurement issues related to the application of mobile internet technology in traditional clinical settings, such as hospitals. This paper develops an original and specific service quality scale that catches the online and offline characteristics of the hospital process in the mobile setting and considers both human-technology interaction and human-human interaction.

The influence of servicescape and service credibility on older adults' intention to recover

PURPOSE

Based on the stimuli-organism-response (SOR) model and relationship marketing theory, the paper aims to examine whether servicescape influences trust, service credibility and affective commitment amongst older adults, and their effects on the intention to recover in a rehabilitation setting.

DESIGN/METHODOLOGY/APPROACH

The study takes a quantitative approach, applying confirmatory factor analysis and structural equation model to examine the responses. A total of 400 data were collected using questionnaires distributed to older adults in Malaysia. Respondents were selected based on two criteria: they should be over 65 years, and they should have been visiting the rehabilitation centres in the last 12 months.

FINDINGS

The results suggest that trust and affective commitment play significant roles in increasing the intention of older adults to recover. Contradicting previous research findings, service credibility does not have any significant impact on the intention to recover as hypothesised. The direct effect of service credibility on trust and affective commitment enhances the premise further that the relationship between service credibility and intention to recover is primarily indirect. Even though we expect servicescape to be a significant driver in forming the behaviour of older adults, its impact on intention to recover, trust and affective commitment remain non-significant, with the exception of service credibility.

ORIGINALITY/VALUE

Past studies have focused on the roles of servicescape and service credibility separately. We have extended the literature by examining the combined effects of both servicescape and service credibility. The findings, therefore, contribute to a deeper understanding of the literature on the intention-behaviour relationship in the context of healthcare, as well as in service marketing.