Understanding customer satisfaction at Al-Ahli hospital in Qatar

Abstract

paper starts by discussing the importance of the healthcare industry in Qatar and provides a brief about Al-Ahli hospital and why is it important for Al-Ahli Hospital to understand their customer satisfaction. It also provides an overview about the customer satisfaction, the factors that impact customer satisfaction, why customer satisfaction is important and how to measure customer satisfaction. This research paper discusses seven studies conducted around the world tackling the customer satisfaction in the healthcare industry from different perspectives. The research paper uses a quantitative research methodology to test five hypothesis related to customer satisfaction. The data was collected using a structured questionnaire that was conducted in English and Arabic using an online surveying tool (survey Gizmo). The sampling method was convenient sampling and out of the 206 response attempts, 111 completed questionnaires were collected. The researcher then analyses the results using Statistical Package for Social Sciences (SPSS) using a new model that was created by the researcher. The model suggests that there are nine factors that impact customer satisfaction in the healthcare industry. These nine factors are price, customer efforts score, speed of service, ease of using the service, service escape, staff communication skills, staff courtesy, quality of service and competence. Each of the nine factors are measured using a range of questions. Using regression analysis, it was concluded that the factors that impact customer satisfaction differ based on the service provided (inpatient, outpatient or emergency). The common factor among all services is the speed of service which is driven by the urgency of getting healthcare services. Furthermore, net promoter score was calculated to test customer loyalty. Based on the analysis conducted, the researcher then provides Al-Ahli hospital with a list of recommendations to take this study forward and improve their services. The researcher also discusses the limitations of the study and provides recommendations to improve similar studies.