Impact Of Service Quality Dimensions on Customer Satisfaction, Considering Service Performance as Mediator: A Study of Healthcare Sector of Pakistan

Abstract

The primary objective of this study is to evaluate the impact of service quality characteristics on customer satisfaction within the healthcare sector of Pakistan. Additionally, the study seeks to investigate the mediating role of service performance in this particular relationship. The aspects being examined, including "tangibility," "reliability," "assurance," "empathy," and "responsiveness," assess the influence of service quality on customer satisfaction. A quantitative research strategy was utilized in this study, employing a deductive approach and adhering to the positivist paradigm. The data collection process involved gathering information from a sample of 355 patients in Pakistan, selected through cluster sampling. The results indicate that, with the exception of reliability, all other characteristics of service quality (tangibility, empathy, responsiveness, and assurance) have a substantial impact on customer satisfaction in the healthcare industry of Pakistan. Therefore, this research provides valuable insights for hospital managers and policymakers in developing effective strategies and initiatives to boost patient satisfaction, improve the quality of services, and ultimately improve healthcare outcomes. In summary, notwithstanding the obstacles encountered, the act of monitoring the quality of healthcare services has the potential to bring about systematic enhancements within public healthcare institutions.