Blue Marketing research is conducting an experiment with the patients of the Midwest University Medical Hospital. The goal of this experiment is to find out if the residents of Midwest University Medical Hospital are happy with their service, and to judge whether or not the current state of customer service is affecting the amount of residents that reside at the hospital. The experiment will consist of a survey questionnaire administered to a random assortment of patients within the hospital.
The patients will be questioned about the overall quality of the hospital, the intention to return and see the same doctor, the intention to recommend friends and family, the intention to compliment management, the intention to complain about service, the intention to seek other health care services, and the intention to not use any provider. The respondents were asked to rate the likelihood of each future behavior based on a 1-7 scale, 1 being “would not”, 7 being “definitely would”. A summary of the data collected is show below.
From this summary of data we are able to make recommendations for the hospital to improve quality and service. Summary of Findings Overall quality is rated as poor. Most people intend to return to the same doctor. Most people intend to recommend this hospital to family and friends and few will complain to them. Many people intend to complain to management, but few to hospital management. Very few intend to complain to local medical society. Very few intend to seek similar care elsewhere. Few intend not to use any provider. About half discussed their visit, afterwards. Most aspects of perceived service were about neutral.
There was an outlier in the perceived service section: the customers were clearly unhappy with the operating hours. Difference between male and female responses After collecting all of the surveys, we have found that both men and women rate the overall quality about the same. Both men and women are likely to return, and recommend family and friends. We found that women are more likely to compliment management, men complain to hospital management, and men were more likely to complain to hospital management. Women are more likely to seek help elsewhere, and men are more likely to use to healthcare at all.
Both genders thought that the facilities were appealing, and women thought that the equipment was up to date more than men. Women felt that the employees were better dressed, more than men. Women rated the in keeping with service better than men, along with promise and do it. More women thought that the provider was sympathetic, and men were more likely to believe that the hospital was dependable. Men were happier with the time in which services were held compared to the time they were promised, and women were happier with the way records were kept.
Men were more likely to be satisfied with when the service was provided, were also more likely to expect prompt service, and also were more likely to believe that employees were helpful. Men were more likely to select that employees were too busy, both groups believed that they could trust employee’s, and both groups felt safe. More women thought that employees were polite, and that they had organizational support. More women believed that they had individual attention compared to men, and also believed that employee’s knew their needs.
Women thought that the doctors had their best interest at heart compared to women, and women thought that the operating hours were acceptable, while men did not. Recommendations The data from this study shows several opportunities for improvement in the quality of the service they provide. The overall quality of the hospital was rated very low. This is a major opportunity for improvement. This is a broad general view of the hospital by the patients this should improve as all of the smaller issues get improved.
Intent to complain to management- There is room for improvement in almost all of the perceived service areas. The appealing facilities question was about neutral. Improving the appearance of the facility and making sure it is constantly clan would improvement customer perceptions of the quality of the hospital. Maybe it’s time to do some renovations. The respondents were about neutral to equipment being up to date. This isn’t that bad, but it would still be good to have newer equipment and would raise this section.