Impact of service quality and customer perception: A case study of private clinics in Myanmar

Citation

Zin, Nyein Thet. (2019). Impact of service quality and customer perception: A case study of private clinics in Myanmar. (Independent study, Master of Business Administration). Bangkok: Siam University.

Abstract

Myanmar health care systems and policies have faced even more challenges and issues in the current consumer environment, and the clinic’s medical environment has played an important role in the global environment. Currently, studies investigate service quality and customer perceptions in private clinics. This study focused on examining the impact of service quality factors in private clinics and also explored determinants and consequences of service quality. A documentary research format has been used. This study showed that service quality is affected by customer perception and its impact on customer satisfaction and word of mouth. It also presented  that the service quality of private clinics is influenced by reliability, assurance, tangibles, empathy and responsiveness, as well as showed that customer satisfaction and word of mouth impact on customer perception. Good service quality and customer perception also has positive direct effects on both customer satisfaction and word of mouth.  The results showed that customer satisfaction creates positive word of mouth, after that, both customer satisfaction and positive word of mouth have direct positive effects on loyalty and good image on the private clinic. Thus, good service quality plays a vital role in creating customer satisfaction and positive word of mouth, as suggested by many authors. This paper first presents the background of the research and a short review of this research, followed by the evidence and produces the main results of the study. Next, the theoretical consequences of the findings and then recommendations for the improvement of the private clinics in Myanmar. The study also recommends that private clinics should improve the quality of service by focusing their strategies on satisfaction, reducing waiting time, and improve good communication with patients. The study also recommends they should possess improved tangibility, such as convenience and cleanliness of the clinic.

Keywords: service quality, customer perception, private clinic, Myanmar.

Impact of service quality and customer perception: A case study of private clinics in Myanmar

Master of Business Administration (International Program), Siam University, Bangkok, Thailand