Customer satisfaction and service marketing


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Customer satisfaction and service marketing

  1. 1. Customer SatisfactionCustomer Satisfaction and Service Marketingand Service Marketing Preethi PradhanPreethi Pradhan
  2. 2. Who are the customers in aWho are the customers in a hospital?hospital? PatientsPatients Family membersFamily members Referral DoctorsReferral Doctors SuppliersSuppliers EmployeesEmployees Who is the key customer in theWho is the key customer in the hospital?hospital?
  3. 3. What is patient satisfaction?What is patient satisfaction?  Patient Satisfaction isPatient Satisfaction is “hospital services and its perception by the patient” minusminus ”patient expectations” 0 = Patient Satisfied - = Patient Dissatisfied + = Patient Delighted  Patient satisfaction measures need toPatient satisfaction measures need to be developed from the patientsbe developed from the patients perspectiveperspective  Patients are becoming better informedPatients are becoming better informed  Involve patients for makingInvolve patients for making improvementsimprovements  Patient satisfaction is notPatient satisfaction is not Static butbut Dynamic
  4. 4. Patient ExpectationsPatient Expectations  Good Medical CareGood Medical Care  Good Nursing CareGood Nursing Care  Less Waiting TimeLess Waiting Time  ExcellentExcellent HospitalityHospitality  Personal AttentionPersonal Attention  CourteousCourteous BehaviorBehavior  AffordableAffordable ChargesCharges  CleanlinessCleanliness  Good CoordinationGood Coordination  CooperationCooperation among the Staffamong the Staff  DisciplineDiscipline  Communication &Communication & InformationInformation  Transparency inTransparency in charges andcharges and proceduresprocedures
  5. 5. Why customer satisfaction?Why customer satisfaction?  Health care is generally becomingHealth care is generally becoming competitivecompetitive  Providers must not only maintainProviders must not only maintain high clinical standards but alsohigh clinical standards but also service that satisfies the patientsservice that satisfies the patients  To meet the dual challenge,To meet the dual challenge, providers must have anproviders must have an understanding of what constitutesunderstanding of what constitutes both clinical excellence andboth clinical excellence and customer satisfactioncustomer satisfaction
  6. 6. What is Service Marketing?What is Service Marketing?  Examples:Examples: Defense, Postal, Education,Defense, Postal, Education, health, Religious Services, Hospitals,health, Religious Services, Hospitals, Airlines, Hotels, Law Firms, Entertainment,Airlines, Hotels, Law Firms, Entertainment, etcetc  Definition:Definition: Activity or benefit that oneActivity or benefit that one party can offer to another that isparty can offer to another that is essentially intangible and does not resultessentially intangible and does not result in the ownership of anything. Itsin the ownership of anything. Its production may or may not be tied to aproduction may or may not be tied to a physical productphysical product
  7. 7. Eye Care-Why do we need to doEye Care-Why do we need to do service marketing?service marketing? PerspectivePerspective  Public HealthPublic Health  Programme PerspectiveProgramme Perspective  SustainabilitySustainability
  8. 8. Public Health Perspective:Public Health Perspective:  Increasing backlog of BlindnessIncreasing backlog of Blindness  Low levels of eye care services – e.g.Low levels of eye care services – e.g. CSR in the Region varies from 500 toCSR in the Region varies from 500 to 3,5003,500  Crucial to reduce the blindness rateCrucial to reduce the blindness rate  HighHigh geographic & gender disparitiesgeographic & gender disparities both in the coverage of service as wellboth in the coverage of service as well as in the quality of eye in the quality of eye care.  Demographic transition issuesDemographic transition issues  Commitment to VISION 2020-TheCommitment to VISION 2020-The Global InitiativeGlobal Initiative
  9. 9. Programme PerspectiveProgramme Perspective  Rising costs of equipments & otherRising costs of equipments & other resourcesresources  Need to have economies of scaleNeed to have economies of scale (lower fixed costs) to sustain(lower fixed costs) to sustain  Increase resource utilization due toIncrease resource utilization due to scarcityscarcity  Availability and Affordability of eyeAvailability and Affordability of eye servicesservices  Make eye care programme effectiveMake eye care programme effective and efficientand efficient  New services coming to the forefrontNew services coming to the forefront
  10. 10. Sustainability PerspectiveSustainability Perspective  Increasing patient awareness andIncreasing patient awareness and technology acceptancetechnology acceptance  Government as well as the voluntaryGovernment as well as the voluntary sector is under increasing pressure tosector is under increasing pressure to meet costs.  International NGO’s support forInternational NGO’s support for operating expenses have lowered.operating expenses have lowered.  Developing a differential priceDeveloping a differential price mechanism and other strategies tomechanism and other strategies to become self-sufficient through user feesbecome self-sufficient through user fees and attracting paying patients.and attracting paying patients.  Private practitioners have alsoPrivate practitioners have also recognised that goodwill of therecognised that goodwill of the community increases their increases their clientele.
  11. 11. ServicesServices Unique characteristic - 1Unique characteristic - 1 INTANGIBILITYINTANGIBILITY Customer is unable toCustomer is unable to experience the‘product’ priorexperience the‘product’ prior to ‘purchase’to ‘purchase’
  12. 12. ServicesServices Unique characteristic - 2Unique characteristic - 2 PERISHABILITYPERISHABILITY Can’t be storedCan’t be stored
  13. 13. ServicesServices Unique characteristic - 3Unique characteristic - 3 INSEPERABILITYINSEPERABILITY Production & consumptionProduction & consumption happen at the same place andhappen at the same place and cannot be separatedcannot be separated
  14. 14. ServicesServices Unique characteristic - 4Unique characteristic - 4 VARIABILITYVARIABILITY  Difficulty in establishingDifficulty in establishing consistency in qualityconsistency in quality • across Providers or within providersacross Providers or within providers • across Timeacross Time • across Delivery Centersacross Delivery Centers
  15. 15. Challenges in Service MarketingChallenges in Service Marketing  Giving a feel for the “product”Giving a feel for the “product”  Managing Demand FluctuationsManaging Demand Fluctuations  Maintaining QualityMaintaining Quality  Cost ContainmentCost Containment  Attitudinal block in using provenAttitudinal block in using proven marketing principles in servicemarketing principles in service marketingmarketing
  16. 16. Factors that promote DemandFactors that promote Demand - Availability Perspective- Availability Perspective  Services are available for longer orServices are available for longer or convenient hoursconvenient hours  Patients are provided informationPatients are provided information through Brochures, Publicity, etc onthrough Brochures, Publicity, etc on services availableservices available  Services are reliable and offeredServices are reliable and offered promptlypromptly  Required equipment are availableRequired equipment are available  Patient friendly Systems & ProceduresPatient friendly Systems & Procedures
  17. 17. Factors that promote DemandFactors that promote Demand - Accessibility Perspective- Accessibility Perspective  Good public transportationGood public transportation  Centrally locatedCentrally located  Outreach Programs to reach outOutreach Programs to reach out to the Rural Peopleto the Rural People
  18. 18. Factors that promote DemandFactors that promote Demand - Affordability Perspective- Affordability Perspective  Standard pricing structureStandard pricing structure  Charges affordable by most ofCharges affordable by most of the people in the Communitythe people in the Community  Transparency in Patient Fees –Transparency in Patient Fees – no hidden chargesno hidden charges  Simple procedure for gettingSimple procedure for getting free/subsidized carefree/subsidized care
  19. 19. Factors that increase DemandFactors that increase Demand - Promotion Avenues- Promotion Avenues Structured approach with designatedStructured approach with designated staffstaff  Good Rapport with CommunityGood Rapport with Community  Publicity through different mediaPublicity through different media  Promotion at Outreach activitiesPromotion at Outreach activities  Meetings/seminars for other doctorsMeetings/seminars for other doctors  Developing a referral networkDeveloping a referral network  Promotion through satisfied patientsPromotion through satisfied patients  Industrial tie-up for routineIndustrial tie-up for routine examination of their employeesexamination of their employees
  20. 20. Factors that affect DemandFactors that affect Demand - Attitude Perspective- Attitude Perspective Reasons for Low Demand:Reasons for Low Demand:  Sophisticated technology willSophisticated technology will automatically trigger demandautomatically trigger demand  Belief that patients, if need eye care,Belief that patients, if need eye care, will definitely come to uswill definitely come to us  Providing Service as per Providers’Providing Service as per Providers’ ConvenienceConvenience  Systems & Procedures are not patientSystems & Procedures are not patient friendlyfriendly  Gap between Patients’ Expectations &Gap between Patients’ Expectations & Providers’ PerceptionProviders’ Perception  Lack of patient orientationLack of patient orientation
  21. 21. Factors that promote DemandFactors that promote Demand - Quality Perspective- Quality Perspective Skilled Doctor & other staffSkilled Doctor & other staff  Standard Clinical ProtocolStandard Clinical Protocol  Good Administrative System &Good Administrative System & ProceduresProcedures  Courtesy & PolitenessCourtesy & Politeness  Proper ExplanationProper Explanation  Clean environment and comfortsClean environment and comforts meeting or exceeding expectationsmeeting or exceeding expectations  Systems to monitor clinical outcomesSystems to monitor clinical outcomes & Patient satisfaction& Patient satisfaction
  22. 22. Factors that promote DemandFactors that promote Demand - to the Rural areas & the poor- to the Rural areas & the poor Reasons for LowReasons for Low Demand:Demand:  No one to EscortNo one to Escort  Fear of SurgeryFear of Surgery  IgnoranceIgnorance  No desire forNo desire for surgerysurgery  No time for SurgeryNo time for Surgery  No money forNo money for surgerysurgery Promoting Demand:Promoting Demand:  Counseling to buildCounseling to build confidence thatconfidence that Staff will take careStaff will take care  Health educationHealth education  Explain benefitsExplain benefits  FreeFree Transport/FoodTransport/Food  Free/subsidizedFree/subsidized SurgerySurgery