Services Final Print

8/8/2019 Services Final Print

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TERM PAPER

ON

ROLE OF EMPLOYEES IN PROVIDING QUALITY

SERVICE IN HOSPITALS

SERVICES MARKETING

To:

V.Jayasree

Sr. Asst. Professor-Marketing

Vignana Jyothi Institute of Management

BY Group 5:

Raj vardhan (09134)

Rajavali (09135)

Rakesh Konda (09136)

Chand Pasha (09013)

Solomon Victor (09014)


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SERVICES MARKETING Page 2

Contents

1. Introduction ..................................................................................................................................... 32. Objective............................................................................................................................... 43. Scope ............................................................................................................................................... 44. Limitations ...................................................................................................................................... 45. Methodology: .................................................................................................................................. 46. Back Ground of the Study.............................................................................................................. 57. 4 Is Of Hospitals .......................................................................................................................... 58. 7 Ps Of Hospitals ........................................................................................................................... 69. The Service Marketing Triangle In Hospitals............................................................................. 1110.The Effect of Employee Behavior on Service Quality Dimensions: ................................ ......... 1211.Analysis ......................................................................................................................................... 1312.Employees Role In Offering Quality Service In Government Hospitals............................ ..... 1313.Findings from Our Study.............................................................................................................. 1914.Conclusion..................................................................................................................................... 2015.Bibliography.................................................................................................................................. 22


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INTRODUCTION

In today's world, services are becoming more and more significant in any country's economy. As

Louis V. Gerstner said in 2001 "Services are going to move in this decade to being the front edge

of the industry". This quote comes from the former CEO of a company which claims to be the

world's largest service business in the world, IBM.

The hospital industry is one of the most important service industry where the quality of service

being provided is mainly varies with the kind of employees. This is one of the sectors where

employees negligence and irresponsibility pays as high as that of a life. The various employees

in hospitals include Doctors, Nurses and other supporting staff. They have a great role to provide

final service to satisfy patients with a human touch. These employees act as the brand

ambassadors of the hospitals. The image of any organization or company will be represented bythe employees of that organization or company. Thats why first a company should satisfy its

employee which leads to satisfaction of the customers. People in hospitals should feel more

when they are providing services to the patients. They have to feel humanity and they should get

satisfaction by seeing happiness in the eyes of the patients rather than salary what they are

getting. In hospitals the services offered vary with the target customers. Though the basic service

provided is cure or treatment, there are various other factors that measure the service quality

depending on the target customers. Hence incase of hospitals the set of target customers have

their own perceptions regarding the service expectations


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Objective: The objective is to study the role of employees in providing quality service in

Hospitals.

Scope: The scope is studying and analyzing the employees in hospitals who are service

encounters only. We have not focused much on each and every employee of the hospital. We

found some important departments where employees play a major role in providing service to the

patients and we made our study in those departments only.

Limitations: Due to the limited appointments we got from employees of the hospital we

visited only one Government Hospital and one Private Hospital for our study. Time was one of

the constraints in private hospitals as they are busy and could not spend much time with us.

Methodology: The methodology we adopted for our study was mainly Exploratory Study by

using Primary Data. We went to the hospitals and identified some important departments where

employees play major role in providing service to the patients and interviewed some employees.

Based on the inputs given by them we made our analysis. We also used secondary data for some

part of our study.


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Back Ground of the Study

4 IS OF HOSPITALS

Intangibility

Intangibility indicates that the service has no physical attributes and as a result, impossible for

customer to taste, hears, feel or smell before they actually use it. Hospital industry is where the

customers (patients) get treated for physical problems they have. The customers cant really

realize the service provided until they get well. For this they have to provide good supplementary

services. The only way they can provide tangible clues to make the service provided a success.

For e.g. the hospitals provide extra facilities like television, or then friendly personnels can

make a difference.

Inconsistency

1.Its also referred to as heterogeneity or variability. The inconsistency occurs largely because of

2.Different service providers perform differently on different occasions.

3.Interaction between customer and provider may vary from customer to customer.

4.Standardization is hard to maintain.

5.Every doctor is not the same and may not give the same diagnosis. Also a patient may not each

diagnosis in a different way.

6.Also since the quality of work done can be determined only after the service is performed the

providers have to be well trained in case of performing the service process.

Inseparability

Inseparability means that the service can not be separated from the creator-seller of the service.

Here the customer, i.e. the patient has to come up to the hospital to get the treatment. The

customer has to be present when the service is performed. In fact in case of hospitals the service

is created and delivered simultaneously. The type of service to be provided depends on the

customer.

Inventory

Services can not be easily saved, stored or inventoried. This is all due to the perishable nature of

the services. Also theres cost also associated with the carrying of inventory. Here the costs are

more subjective and are related to capacity utilization for e.g. if a doctor is available but theres


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no patient during that period, the fixed cost of the idle physicians salary is a high inventory

carrying cost.

7 Ps OF HOSPITALSPRODUCT

The service products of the hospitals have the following features:

Quality level

Supporting services play an important role having the quality of Medicare. These services, which

include laboratory, blood banks, catering, radiology and laundry, in a true sense determine the

quality of services made available by medical and paramedical personnel.

Accessories

This is a very good way of segmenting customers. Many hospitals especially private hospitals

provide additional services such as catering, laundry, yoga sessions, cafeterias, etc. for the

customers who are willing to pay extra. Hospitals have different wards-General and special.

Certain hospitals provide services for the family members of the patients when they are not the

same-city for accommodating and catering.

Packaging

It is the bundling of many services into the core service. E.g. Apollo hospital offers a full

healthcare checkup to the patients.

Product Line

Hospitals through their services offer many choices to the patient and cover a wide range of

customer needs. For example: Remedy has a dental department, cardiology department etc. and

within the dental department it has dental surgery, root canal, etc.


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y Brand nameHospitals, to differentiate themselves and their services from others use a brand name. The

intangibility factor of the service makes it all-important for the hospitals to do so.

Government Hospitals:

This as a product is fairly good. In some hospitals like Gandhi hospital in Hyderabad, they

provide quality services at cheaper rates and also is technically well equipped. But most of the

government hospitals in spite of government grants do not provide quality service. Hence it is

perceived as of low quality.

Private hospitals:

Private hospitals like Mamata and Remedy Hospital, Apollo are well equipped and the services

provided are of good quality but they charge huge price for it. Hence the middle-income group

perceives them as elite class hospitals.

PLACE

Incase of hospitals the location plays a very important role. The kind of services a hospital is

rendering is also very important for determining the location of the hospital.

Example: Tata memorial hospital specializes in cancer treatment and is located at a center place

unlike other normal hospitals, which you can find all over other places.

In a country like India which is geographically vast and where majority of the population lives in

the rural areas place factor for a hospital plays a very important role. A typical small village or

town may be having small dispensaries but hey will not have super specialty hospitals. For that

they will have to be independent on the hospitals in the urban areas.

PEOPLE

Under hospital marketing mix people includes all the people involved in the service providing

process which includes doctors, nurses, supporting staff etc. the earliest and best way of having

control on the quality of people will be by approving professionally sound doctors and other

staff.


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Hospital is a place where small activity undertaken can be a matter of life and death, so the

people factor is very important.

Under hospital marketing a right person for the right job has to be appointed and they should be

adaptable possess versatility. The patients in the hospitals are already suffering from trauma,

which has to be understood by the doctors and staff. The people of the hospital should be

constantly motivated to give best of their effort.

Government Hospital:

In Indian government hospitals except a few almost all the hospitals and their personnel hardly

find the behavioral dimensions significant. Hence even if the patients get the correct treatment

they are often dissatisfied with the behavioral pattern of the staff.

Private Hospital:

They have pleasing manners and behave softly with the patients. They provide timely care and

are present always in times of need.

PROCESS

Process generally forms the different task that is performed by the hospital. The process factor is

mainly dependant on the size of the hospital and the kind of service it is offering.


There is lot of paper work involved in the whole process. Hence the whole process from

admission to discharge is tedious.

Private Hospital: With the advent of information Systems in hospitals all the paper work is

reduced and the process is smooth and fast.


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PHYSICALEVIDENCE

It does not play an important role in the health care services, as the core benefit the customer

seeks is proper diagnosis and proper cure of the problem. Physical evidence can be in the form of

smart buildings, logos, mascots etc a smart building infrastructure indicates that the hospitals can

take care of all needs of the patients.


Government hospitals have a huge building, but are not properly maintained; hence it creates a

bad impression among its patients that the hospital is unhygienic.

Private Hospital:

Private hospitals has got a smart building, which helps, in developing the minds of the people,

the impression that it is the safest option among the different hospitals available to the people.

PROMOTION


They do not undertake major promotion programs and hence are not very popular among the

masses.

Private Hospital:

They undertake extensive promotion. Along with this they undertake massive complex

operations which if successful create a good brand value of the hospitals.

PRICE

Pricing in Government / Trust Hospitals:

The fee strategy for all the hospitals should be in proportion to the incomes of users, which

would engineer a sound foundation for qualitative or quantitative improvements. For social

institutions like government hospitals a discriminatory fee structure is preferred since it provides

even the weaker sections of society, an opportunity to avail the quality medical services. This

enables hospitals to innovate services to keep pace with the latest developments in the medical

sciences.


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Pricing in Private Hospitals

Cost based pricing: Price = Direct costs + overhead costs + profit margin. In hospital services,

this method is cumbersome because the tracking and identification of costs are difficult. Fee for

services, however can be used by doctors. Notwithstanding, some hospitals in the private sector

follow this method.

Competition based pricing: using other price as an anchor for the hospitals price, heterogeneity

of service across and within providers makes the approach complicated.

Demand based pricing: Cost based pricing and competition based pricing do not consider

certain criteria. Demand based pricing involves price setting consistent with customer perception

of value. Prices are based on what will par for the services provided.

Price and quality

Price is the indicator of service quality. It is an attraction as well as a repellent variable.

Customers use price as indicator of quality depends on many factors including other information

available to him.

When service cues to quality are readily accessible when brand names provide evidence of

reputation of hospital, customer may use their cues instead of price. Otherwise they think that the

price is the best indicator of quality. It should convey appropriate signal regarding quality.

Pricing too low can lead to inaccurate inferences about the quality, pricing too high can set

expectations that may be too difficult to match in the delivery. Price is used to judged quality

because of the experience and credence properties of services as opposed to goods. Excellent

hospitals like Mamata and Remedy, Care, Apollo have a great brand reputation and can charge a

premium based on sheer perception of quality because of socio-economic issues, poverty levels,

government owned hospitals cannot think of profit objectives. It is a social marketing process of

enhancing the well being of individuals.


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THE SERVICE MARKETING TRIANGLE IN HOSPITALS

HOSPITALS: The hospital is the company that dreams up an idea of service offering (treatment)

which will satisfy the customers (patients) expectations (of getting cured).

CUSTOMER: The patient who seeks to get cured is the customer for the hospital as he is the one

who avails the service and pays for it.

EMPLOYEES: Doctor, the inseparable part of the hospital is the provider, as he is the one who

comes in direct contact with the patient. The reputation of the hospital is directly in the hands of

the doctor. A satisfied patient is a very important word of mouth promotion for the organization.

The other employees who form a key role in service quality in hospitals include nurses, other

supporting staff.


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The Effectof Employee Behavioron Service Quality Dimensions:

Customer perception of service quality will be impacted by the customer -oriented behavior

of employee. In fact, all of the five dimensions of service quality (reliability, responsiveness,

assurance, empathy, and tangible) can be influenced directly by service employees.

Delivering the service as promised-reliability -is often totally within the control of frontline

employees. Even in the case of automated services (such as ATMs, automated ticketing

machines,or self-serve and pay gasoline pumps),behind the scenes employees are critical for

making sure all the systems are working properly .when services fail or errors are made ,

employees are essential for setting things right and using their judgment to determine the best

course of action for service recovery.

Frontline employee directly influence customer perceptions of responsiveness through their

personal willingness to help and their promptness in serving customers .consider the range of

response you receive from different retail store clerks when you need help finding a particular

item of clothing one employee may ignore your presence , whereas another offers to help you

search and calls other store to locate the item . One may help you immediately and efficiently,

whereas another may move slowly in accommodating even the simplest request.


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The assurance dimension of service quality is highly dependent on employee ability to

communicate their credibility and to inspire trust and confidence. the reputation of the

organization will help, but in the and attentive listening skills .d ,individual employees with

whom the customer interact confirm and build trust in the organization or detract from its

reputation and ultimately destroy trust. For startup or relatively unknown organization ,

credibility , trust and confidence will be tied totally to employees actions

It is difficult to imagine how an organization would deliver caring ,individualized attention to

customers independent of its employees .Empathy implies will pay attention ,listen adapt ,and

be flexible in delivering what individual customers need .For example ,research documents that

when employees are customers oriented have good rapport with customers and exhibit

perceptiontive and attentive listening skills .customers will evaluate the service more highly and

be more likely to return. Employee appearance and dress are important aspects of the tangible

dimensions of quality along with many other factors that are independent of service employees

(the service facility, decor, brochure, signage and so on)

Analysis

As we mentioned earlier as part of our study we visited one Government Hospital and two

Private Hospitals namely Mamatha Hospital and Remedy Hospitals to know about role of

employees in providing quality service to the patients in hospitals. Based on our observations we

made the following analysis:

EMPLOYEES ROLE IN OFFERING QUALITY SERVICE IN GOVERNMENT

HOSPITALS:

As part of our study we visited a Government hospital to observe the role of employees in

providing quality service to the patients. We met Dr. kiran over there and asked some inputs

about our topic. He said that hospital is a place where service plays a major role than money.

Since it is an intangible product the employees play a crucial role in providing service to the

patients. Since it is a government hospital the employees are trained before, and the process of

service is a systematic approach. He said a typical government hospital would have the following

departments where patients have to come across them.


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1. OP department.2. Doctors of concerned disease3. Nursing Department.4. Medical Department.5. Scanning and tests Department etc.

Through out all these departments employees plays a major role in providing quality

service to the patients. The government hospitals do not charge money for the service

they are offering. So what makes employees happy by providing free service? The

satisfied patients, cured, healthy patients and the best compliments from them make them

happy rather than their salaries. So to achieve this employees are given pre training. To

provide effective service to the patients he said some of the following requirements thatare to be followed by every hospital and also followed in their hospital.

1. Creating Rapport with patients and employees: First the doctors in this hospital tryto create rapport with employees. They believe that employees play a major role in

providing service to the patients. They train how to build rapport with the patients.

First the OP department employees will receive the patients and enter their details and

tells them to which doctor they should meet and assist them how to reach. At this

stage the patients will look for quick response from the employees because sometimes

there may be urgent cases also. In case of emergency cases OP department employees

will immediately call nurses or doctors. Since this is a first meeting point of patients

with hospital employees, the employees should take care of creating positive

impression among the patients.

2. Giving Assurance to patients: hospital is a place where patients require moralsupport than treatment. The employees in hospital should try to give assurance to

patients. In this hospital the patients are mainly from rural areas who are not well

educated and completely rely on hospital employees only. So the duty of the

employees is to provide assurance of the service. Since it is government hospital

patients will have many doubts about the service, but the people in this hospital give

assurance by saying about facilities they are providing, giving good counseling,

instructions, and telling other options that are available.


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3. Giving Counseling to Patients: As we said earlier moral support is more importantthan treatment. Here they will give counseling to the patients about the diseases, its

condition, consequences and prognosis. They will also give counseling on what they

have to do, how many days they have to stay in the hospital, what are the precautions

type of counseling provides assurance in the minds of patients that they are going to

receive quality service. But no doubt this cannot be done until the employees are

involved in it.

4. Treatment-Prescriptions: Some times the patients may feel insecure while gettingtreatment. But the employees in this hospital gives treatment to patients in such a way

that they are not treating for outsiders they are treating for their own relatives. After

giving treatment they will give prescriptions how to use medicines and also explains

about the side effects if they are not used properly. They also tell to the patients what

type of diet that have to be taken, how frequently they have to visit, etc. since it is a

government hospital they also explains about the medical benefits they will get from

the government.

5. Drug Compliance: after giving treatment employees have to check compliance ofthe drugs given. In this hospital the employees check continuously monitor the drugs

they give to the patients. If they require more medicines they provide.

Apart from these the employees also should give moral support to the guardians, relatives of the

patients. So from the above points we can observe that employees play a major role in providing

service to the patients. In this hospital we observed that doctors play a vital role in providing

service by giving instructions to staff and patients. The service providers are fulfilling their role

to reduce the service delivery gap.

Role of nurses and other staff in providing service to the patients

Hospital is a place where not only doctors play a role in providing service to the patients there

are others who plays vital role in service providing. The nurses and other staff are among them.

In fact these are the people who make close relationship with the patients than doctors. Keeping

this in mind we also interacted with staff nurse namely Manikyam and she gave the following

inputs how they provide service to the patients.


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1. A service provider particularly in hospital should not look for proper time for providingservice. Patients may come at any time. The service provider should be ready at any time

for providing service because there may be emergency cases like accidental cases,

poisonous cases etc,. In this case the nurses and other supporting staff plays major role

like informing seriousness of the patient to the superiors, giving first aid, building

confidence in patient, giving moral support to the patients and his/her family members,

clearing doubts about diseases, etc. She said that they will complete almost 70% of the

treatment before the patient had taken to the doctor. This is because since it is a

government hospital the doctors may not be available at all times. So nurses will take

care of them.

2. She said they will treat patients with affection rather than doing business. When weasked her that they will get their salary regularly even though they dont provide that

quality of service. She replied they will not get satisfaction with the salary they are

getting, they will get real satisfaction when they receive best compliments from the

patients, when the patients are cured, and their family members felt happy. So this

incident tells us that the service provider should feel more responsible in providing

service to the receiver.

3. She said they not only give treatment to the patients they also takes care of patients diet,prescriptions given by the doctors, sanitation, physical and mental support to the patients.

The above inputs clearly mention that service providers should feel empathy, and give assurance,

be responsive, reliable and try to tangibilize their service. She said she will get real satisfaction

when ever patients come again they should give positive word of mouth about the employees. So

whether it is a government hospital and private hospital employees have to provide service in

more responsible way rather than doing business oriented way. Then only the service gap

between provider and supplier can be reduced.


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ROLE OF EMPLOYEES IN OFFERING QUALITY SERVICE IN PRIVATE

HOSPITALS:

In contrast to the government hospitals we even selected private hospital (Mamatha and

Remedy hospitals) to extend our analysis and find the differences between the services offered in

private hospitals in comparison to government hospitals. The role of employees also differs in

private hospitals when compared to public hospitals. The following is the role of different

employees in private hospitals.

*Time was one of the constraints in private hospitals as they are busy and could not spend much

time with us.

1. DOCTORS: Doctors play a key role in delivering the final value i.e, the perceived inhospitals which is nothing but treatment. Hospital services can be typically evaluated only after

the treatment i.e, how early the customers (patients) recover from various ailments. So Doctors

are the drivers for this. We identified some qualities of doctors that drive quality service and

customer satisfaction after speaking to the patients and doctors in those hospitals. These are as

follows:

y Interaction with the patients during treatmenty Time of interactiony Number and type of questions they ask about the problem (regarding health)y Answering to the queries of the patientsy Past reputation of the doctorsy Frequent monitoring of health and interaction with patients in case ofIn-patientsy Qualification of Doctors (in few cases even customers feel that higher quality of service

is delivered by highly qualified doctors)

y Moral support given to patientsDoctors actually acts as the brand builders in case of hospitals as the most modes of

marketing takes place through word of mouth in case of hospitals. It is also important to note

that hospital is an industry where a slightest negligence from employees may lead to the

death of the patients.


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2 NURSES: The second key important personnel incase of hospitals include nurses. In

fact these are the employees who often spend more time with the customers than the doctors.

The behavior of nurses plays a key role in delivering quality service to customers. Nurses take

care vital works that are linked to the service but not visible to the customers. They are the ones

who are involved in the pre and post treatment given by the doctor. For example, its the nurse

who makes the operation theatre ready, the equipments required for an operation and other

arrangements that are mandatory for the final service.

Nurses in private hospitals are trained enough to tackle patients and their relatives where

they have a great responsibility of handling emotions. Nurses in private hospitals are more

responsive and kind towards the patients. Nurses of private hospitals also helps patients in taking

care of the drug doses, diet requirements etc which makes patients satisfied with the service

provides in the hospitals. The way nurses interact with patients during their stay in the hospital is

also organized leading to the customer satisfaction. Hence on the whole the satisfactory levels of

the service are linked with the behavior of nurses as it involves human touch.

3. SUPPORTING STAFF:

Though the supporting staff have no direct role in the service offered, there is a relation

with the over all satisfaction on the final service. The supporting staff include receptionist, para

medical staff, house keeping staff and others. These supporting staff has a great role to play in

maintaining the ambience of the private hospitals which is a greatest asset to them. Private

hospitals have well trained staff to ensure the cleanliness of the surroundings, appointments with

the doctors, providing laboratory services, diagnostic services to the patients that increases the

satisfaction levels. Private hospitals ensure to have the latest technology that makes patients to

think of greater service quality being offered using the latest technology.


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Findings from Our Study

y The target customers i,e. patients for Government hospitals and private hospitals aredifferent .Therefore the service quality expectations will differ.

yThe process of providing service in Government hospital follows a systematic approachwhere as in private hospitals the process may vary from one hospital to other.

y The responsiveness and reliability is relatively less in Government hospitals compared toPrivate Hospitals.

y The service quality of employees in Government Hospitals depends upon the facilitiesthat hospital is having. If more facilities available service quality will be more.

y In government hospitals nurses and other staffs play a major role in providing service tothe patience. This is because doctors checks the patients and gives prescriptions. After

that nurses will take care about the patient. For this purpose proper training will be given

for them before posting.

y The perception of the people that Government hospital does not provide good service isnot always correct. When we did our study we came to know that it was only peoples

perception and awareness should be created.

y The government hospital may not give same and quick response to all patients becausethe inflow of patients is very high compared to private hospitals.

y The government employees may feel unhappy due to more working hours, morepresence, and hence this may effect the service quality

y The employees of govt hospitals are not bothered about the service quality and repetitionof the customers and poor service is mostly delivered.

y The private employees concentrate much on service quality because of their targetcustomers who are ready to pay a premium.

y The perception of customers is that quality is proportional to price being paid by them.y Private hospital employees are trained enough to interact with customers and take

constant feedback to increase the service quality.

y Private employees are profit oriented and hence they focus on repete customers whichhappens by offering quality service.


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Conclusion

Whether it is hospitals or any other organizations people play an important role

in service industry. It is one of the important Ps of7Ps that are available. People represent the

image of the company. When we talk about hospitals the role of employees play a crucial role in

providing service to the customers. Here customers are patients. We know that satisfied

employees will provide better quality service and makes customers as a loyal customers. But in

case of hospitals they should not expect loyal customers rather than they should create

satisfaction in the patients. Here it is not enough satisfying only the patient hospitals needs to

satisfy family members of the patients also. For this employees have to play major role in service

providing. It does not matter whether it is a government hospital or private hospital ultimately

people over there should feel responsible and serve the patients. In hospitals there are various

service encounters where employees have to play vital role during these encounters. Employees

in government hospitals need more training when compared to the private hospitals. Private

hospitals also keep in mind that they should serve the people with humanity but not in

commercial point of view. Last but not least people perception has to change that government

hospital provides bad service and private hospitals provide good services. There are many

government hospitals which provide better service than the private hospitals. In this situation

employees will play major role in positioning image in the customers mind. We finally concludethat irrespective of the private or government hospitals employees in the hospitals should feel

empathy, give assurance, responsiveness and reliability to the patients when ever they need

service.


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SERVICE EXPERIENCES FROM CUSTOMERS:

As a part of our study we interacted with one patient named Siddhartha a B-Tech student

who is suffering from malaria from the past 2 weeks. He got admitted in Mamatha hospital. We

interacted with him for a period of one week. The following were his experiences regarding the

service quality of the employees in the hospital:

y Due to the heavy fever and decreased WBC (White Blood Cells Count) count the doctorof Mamatha advised to admit in the hospital.

y The first two days of the stay was a bad experience for the patient as well as their familymembers who came there.

y There is heavy rush in the hospital as it is rainy season followed by the out broke ofseveral epidemic diseases.

y The patient demanded for a single room for admitting in the hospital but due to the peakdemand and unavailability of the rooms the doctors promised them that he will be

accommodated in a special room and asked them to join in a shared room with 3 patients.

y Considering the doctors promise Mr. Siddhartha was admitted in the common room. Buthe had a very frustrating experience in the first two days.

y The doctors and nurses were not so responsive due to their busyness to meet the highdemand.

y Even the receptionists were not so responsive because when one of the uncles ofSiddhartha came to the hospital to see him, he enquired about where he was staying and

the receptionist was not responsive and he has to stay 15 min in the reception area to

know where the patient was.

y Doctors came once in the morning and evening and had a casual look at the patient andgoing without explaining about the situation of the patient. This was not welcomed by the

patient.

y The nurses were also not responsive in helping the patient to relax.y The worst conditions in the shared room by the patient made them frustrated and they

decided to change the hospital. Then patients side asked to discharge the patient but then

the doctors immediately meet their demand of an individual room with an air

conditioner.


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y Though the conditions were improved in the single room in terms of services offered,they were not sufficient to meet the desired services as they could only meet the adequate

services.

y The doctors and nurses failed to communicate and transfer the information regarding thereports to patients. It was the patients side who continuously asked and forced the

hospital employees regarding the diagnosis reports.

Bibliography

References:

Text Books

y K. Douglas Hoffman, John E. G. Bateson, Essentials ofService Marketing: Concepts,Strategies, & Cases, Second Edition, 2004, Thomson, South- Western, Banglore, India.

y Valarie A Zeithaml, Dwayne D Gremler, Mary Jo Bitner, Ajay Pandit, ServiceMarketing: Integrating CustomerFocus Across the Firm, Fourth Edition, 2008, The Mc

Graw- Hill Companies, New Delhi, India.

y C. Bhattacharjee, Services Marketing concepts, planning and implementation,FirstEdition, 2006, Excel Publishers, New Delhi.

Primary Data Sources

y MAMATHA HOSPITALy REMEDY HOSPITALy AP GOVERNMENT HOSPITAL

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