The SERVQUAL Measuring Instrument Applied in Assessing "Service Quality and customer Satisfaction" Case of Norrlands Universitets Sjukhuset - Umea

Service quality has become one of the key aspects among other factors that contribute to business growth and leading position in the business environment with mass competition. Service quality also plays a significant role in service sectors since due to its untouchable nature the features cannot be spelled out for consumers to directly make judgment before decisions are made. In order for businesses to improve and maintain a better positioning in the competitive era, it is necessary to evaluate the performance of the services rendered to their customers. In recent times, service provider companies spend a great deal of time and money in configuring high quality services to satisfy their customers. Satisfied customers in most cases are likely to become loyal to companies. Customer satisfaction can be evaluated through an assessment of the quality of service delivered by the service provider to their customers and the level of service quality can also be measured considering customers‟ expectations and perceptions. Purpose: This study is aimed to apply the SERVQUAL instrument in assessing patients (students of Umea University) perceptions of service quality and the level of satisfaction obtained from the services rendered by the Norrlands Universitets sjukhuset. Method: The convenience sampling technique was used to obtain data from the chosen population to enable an evaluation of perceptions of service quality at the Norrlands Universitets Sjukhuset. Findings and Conclusion: The factor analysis was used to analyze finding and test validity. Meanwhile the Cronbach Alpha enabled the determination of internal consistency and reliability. The gap score between perceptions and expectations was also deliberated. Results show that items from the same dimensions fall under more than one component. Although the other dimensions had a single factor, items from one dimension are not regrouped under the same factor but are affected by the different factors except for the Empathy dimension that was grouped correctly, but Empathy dimension alone is not sufficient to determine the extent of validity of the instrument applied. In this study the overall reliability coefficient is 0,933 more than 0.9 being the standard coefficient indicating an acceptable level of internal consistency. In conclusion patients from a chosen sample size of 201 students at the NUS expressed higher expectations than what they perceived in four dimensions and expressed satisfaction in one dimension. Result shows that in all the dimensions customers‟ expectations were higher than perceptions except the dimension of tangibility score implying that although people expect quite much from the hospital they expressed a satisfactory level on the Tangibility dimension (physical facilities, equipment and appearance of personnel). This study contributes to the already prevailing knowledge and studies that have explored both the concept of service quality and customer satisfaction in the health care service sector with the help of the SERVQUAL instrument. The empirical results from this study can also help in guiding managerial operations in the health care service sectors