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Customer Satisfaction and Service Marketing Preethi Pradhan preethi@aravind.org Who are the customers in a hospital? Patients Family members Referral Doctors Suppliers Employees Who is the key customer in the hospital? What is patient satisfaction? Patient Satisfaction is “hospital services and its perception by the patient” minus ”patient expectations” 0 = Patient Satisfied - = Patient Dissatisfied + = Patient Delighted Patient satisfaction measures need to be developed from the patients perspective Patients are becoming better informed Involve patients for making improvements Patient satisfaction is not Static but Dynamic Patient Expectations Good Medical Care Good Nursing Care Less Waiting Time Excellent Hospitality Personal Attention Courteous Behavior Affordable Charges Cleanliness Good Coordination Cooperation among the Staff Discipline Communication Information Transparency in charges and procedures Why customer satisfaction? Health care is generally becoming competitive Providers must not only maintain high clinical standards but also service that satisfies the patients To meet the dual challenge, providers must have an understanding of what constitutes both clinical excellence and customer satisfaction What is Service Marketing? Examples: Defense, Postal, Education, health, Religious Services, Hospitals, Airlines, Hotels, Law Firms, Entertainment, etc Definition: Activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical product Eye Care-Why do we need to do service marketing? Perspective Public Health Programme Perspective Sustainability Public Health Perspective: Increasing backlog of Blindness Low levels of eye care services – e.g. CSR in the Region varies from 500 to 3,500 Crucial to reduce the blindness rate High geographic gender disparities both in the coverage of service as well as in the qualit