تأثیر انتظارات مصرف‌کنندگان از کیفیت رویارویی خدماتی بر ادراک آن‌ها از کیفیت رویارویی خدماتی در خدمات بهداشتی

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت بازرگانی، دانشکده مدیریت، دانشگاه شهید بهشتی، تهران، ایران

2 دکترای مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران

3 دانشیار مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران

چکیده

هدف تحقیق حاضر بررسی تأثیر انتظارات مصرف‌کنندگان بر ادراک آن‌ها از کیفیت رویارویی خدماتی است. برای این منظور از مقیاس پاکسرو برای سنجش انتظارات و ادراک مصرف‌کنندگان استفاده شده است. به همین جهت برای آزمون و تایید ابعاد این مدل تحلیل عاملی تاییدی به کار گرفته شده است. داده‌های تحقیق به روش نمونه‌گیری تصادفی از طریق بیش از 200 مطب و کلینک درمانی در سطح شهر تهران جمع‌آوری شده است که در نهایت 317 پرسشنامه قابل قبول مورد بررسی قرار گرفته است. علاوه بر آنکه تحلیل عاملی تاییدی به خوبی امکان استفاده از مقیاس پاکسرو را تایید کرد، نتایج تحقیق به خوبی حاکی از آن بودند که انتظارات مصرف‌کنندکان بر ادراک‌های آن‌ها از کیفیت رویارویی خدماتی به شکل معناداری تاثیرگذار است. با بررسی نتایج به دست آمده مشخص گردید که انتظارات مصرف‌کنندگان به مراتب از کیفیت خدمات دریافتی‌شان بالاتر است و خدمات زیبایی تا حد بسیار زیادی قادر به پاسخگویی به نیازهای مشتریان نمی‌باشد. ملموس بودن خدمات، قابلیت اطمینان به خدمات و همچنین تضمین‌های مورد نیاز از مهمترین انتظارات مصرف‌کنندگان هستند که به خوبی برآورده نمی‌شوند.

کلیدواژه‌ها


عنوان مقاله [English]

The Impact of Consumers’ Service Encounter Expectation on Their Service Encounter Perception in Healthcare Services

نویسندگان [English]

  • Mohamad Mehdi Maleki 1
  • Masoud Karami 2
  • Mohammad Haghighi 3
1 Ph.D Candidate in Strategic Management, Faculty of Management, Shahid Beheshti University, Tehran, Iran
2 Ph.D. Marketing Management, Faculty of Management, University of Tehran, Tehran, Iran
3 Associate Professor, Faculty of Management, University of Tehran, Tehran, Iran
چکیده [English]

The purpose of this study is to examine the impact of consumers’ service encounter expectations on their service encounter perceptions in healthcare service (especially in cosmetic surgeries). PAKSERV scale was used for measuring service encounter expectation and perception. CFA analysis was conducted to test and validate the dimensions of PAKSERV scale. The data were gathered from more than 200 health clinics in Tehran city. All the respondents were consumers of cosmetic surgeries in these clinics. Finally, all the analyses were conducted by using 317 questionnaires.
A confirmatory factor analysis successfully confirmed all the dimensions of PAKSERV scale. The results show that consumers’ expectations have a considerable impact on their perceptions in service encounters. It is also revealed that consumers’ perceptions from services are much lower than their expectations, and that they experience low-quality services which may cause dissatisfaction from healthcare services. Tangibility, reliability and assurance are the key issues that they expect, which have not been met successfully in cosmetic services. Furthermore, it should be noted that for providing high-quality services and achieving customers’ satisfaction, healthcare services (i.e. cosmetic clinics) should consider costumers’ expectations with respect to the aforementioned criteria.

کلیدواژه‌ها [English]

  • Service encounter
  • Expectation
  • perception
  • Health care
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