1. ACCESSING SERVICE QUALITY CUSTOMER SATISFACTION AND LOYALTY.
to enhance
CUSTOMER SATISFACTION AND LOYALTY.
In case: THIEN DUC Hospital
W E L C O M E T O O U R T H E S I S D E F E N S E

2. PRESENTATION OUTLINE INTRODUCTION LITERATURE REVIEW METHODOLOGY
ANALYSIS & FINDINGS
RECOMMENDATION
CONCLUSION

4. REASONS FOR CHOOSING THE TOPIC

5. 161 Phung Hung, Ha Dong, Ha Noi Medical services Cosmetic services
Founded in
Octorber 2009
Location
161 Phung Hung, Ha Dong, Ha Noi
Service
Medical services
Cosmetic services

6. Research Objective RESEARCH OBJECTIVES
To identify factors influence on customers in choosing a hospital for their health care
To analyze the influence of service quality on customers’ satisfaction and loyalty when they use the services of the hospital
To propose the solutions to improve the service quality of Thien Duc hospital to increase the customer satisfaction and loyalty.
To identify the relationship between customer satisfaction and loyalty in the medial industry.

7. RESEARCH
QUESTIONS
What are service quality factors affecting on customer satisfaction and loyalty?
How does the customer evaluate the service quality of Thien Duc hospital?
How to improve the service quality to enhance customer satisfaction and loyalty of Thien Duc Hospital? 1 2 3

9. “ as a feature of dissimilarity
SERVICE
QUALITY
“ as a feature of dissimilarity
between the expected of service and customer perceptions of the reality value customer received “
Parasuraman, 1988

10. RELATE MODEL OF SERVICE QUALITY

11. CUSTOMER SATISFACTION
“ Psychological concept that relates happiness feels and gratify from getting what the customers expects from an interesting service and product “
WTO, 1985

12. The top criterion for determining the quality of product/service
CUSTOMER
SATISFACTION
The top criterion for determining the quality of product/service
The importance
of customer
Word of mouth
and repeat purchases
How to measure
customer satisfaction???

13. (Jill G., How to earn it, how to keep it, 2012)
LOYALTY
Loyalty is faithfulness or a devotion to a person, country, group, or cause
Kinds of loyalty
Four types of loyalty
(Jill G., How to earn it, how to keep it, 2012)

14. How to measure the loyalty of customer
Retention
Advocacy
Purchasing
“How likely you are…?”
“How likely you to recommend…?”
“How likely are you to purchase other products from us?”
“How satisfied are you with…?”
How likely are you to (continue) (increase) (purchase different) products from X Company?”

15. The importance of customer loyalty
Purchase a huge of products
Reduce the operating costs
Volunteer marketing agency
Price premiums
The profitable of customers over time. (Reichheld & W. Earl Sassar, 1990, p. 4)

16. BUID CUSTOMER LOYALTY
The Wheel of Loyalty (Wirtz, et al., 2012)

17. Zeithaml, Parasuraman & Berry
RELATIONSHIP
Service quality
satisfaction
loyalty
GAPS MODEL
Zeithaml, Parasuraman & Berry
1985
RESEARCH MODEL
Baron and Kenny, 1986

18. Conceptual research model and proposed hypotheses
RELATIONSHIP
DYNAMIC MODEL OF CUSTOMER LOYALTY
THE CUSTOMER SATISFACTION-LOYALTY RELATIONSHIP
Adapted from Cosabile (2001)
Jones & Sasser Jr., 1995
Service quality
Customer Loyalty
Customer satisfaction
Conceptual research model
and proposed hypotheses

20. METHODOLOGY DEDECTIVE INDECTIVE
______________________________________________

21. Accuracy of recording behavior
METHODOLOGY
Research Method
Quantitative
Qualitative
Rich data
Accuracy of recording behavior
Preliminary insights into models and models and scale of measurements
Make accurate predictions about relationship between market factors and behaviors
Gain meaningful insight into relationship
Test hypothesis

22. DATA COLLECTION Survey Secondary data: Observation In-depth interview
Relevant theory
Report from Thien Duc hospital
Press
Observation
In-depth interview
Seven-stage in process
5 respondents
Survey
Seven-point Likert scale
Non-probability / convenient
Sample size: 75

23. Descriptive statistics
DATA ANALYSIS TECHNIQUE
SPSS-22
Descriptive statistics
Cronbach’s Alpha
Correlation
Multiple Regression

25. 67
DESCRIPTIVE
STATISTICS
respondents

26. DESCRIPTIVE
STATISTICS

27. DESCRIPTIVE
STATISTICS
Responsiveness

28. DESCRIPTIVE
STATISTICS

29. X √ Satis = - 0.05 + 0.196 * Tang + 0.326 * Emp + 0.215 * Rel + 0.4445
REGRESSION RESULT
CUSTOMER SATISFACTION & LOYLTY
Assurance
Responsibility X
Tangible
Empathy
Reliability √
Satis =
* Tang
* Emp
* Rel

30. Loy = X √ Tangible Reliability -2.819 + 0.576 * Tang + 0.3 * Rel
SERVICE QUALITY
& CUSTOMER LOYALTY X
Empathy
Responsibility
Assurance √
Tangible
Reliability
Loy =
* Tang
+ 0.3 * Rel

31. Loy = - 0.582 + 0.877 * Satis + 0.6159 SERVICE QUALITY
& CUSTOMER LOYALTY
Loy =
* Satis

32. KEY
FINDINGS
“Empathy and Responsibility are two factors that customer appreciate about service quality of Thien Duc hospital”
The tangible, empathy and reliability are service quality factors affecting customer satisfaction and loyalty.
“In customer view point, assurance is the most important factor”

33. CONCLUSION
Assurance
Reliability
Tangible

35. Build customer satisfaction and customer loyalty
RECOMMENDATION
Main factors
Tangible Assurance Reliability
Service cost
Clear process
- Lighting system -
- Patient’s belief
- Medical equipment
- Staff’s honesty
- Appoinment
Build customer satisfaction and customer loyalty
Main factors
Empathy Responsiveness

36. Assurance

38. Thanks you !!!