SERVQUAL Model in Health Care Organisation
Dr. Paul Yap, Business Consultant, Malaysia, SIG Leader
First of all, the Servqual model, as developed by Parasumaran, Zeithaml and Berry, is very useful in service industries, moreover in Health Care Organisation.
What are the five dimensions in the Servqual model? Responsiveness, Assurance,Tangibility, Empathy and Reliability (see the SERVQUAL summary
for more info).
RESPONSIVENESS is the first priority and most vital factors in serving our customers rightfully. As a service provider, we need to be very responsive to what are our customers' needs and wants. Whenever they feel any dissatisfaction, we have to think of them why they react in that manner. If their complaints are logic enough, we need to improve to give the best service for them. If their complaints are baseless, the provider will think of other alternatives to let them pour out their frustrations, then just advise them whether they can switch to other alternatives. If they insist what they perceive and expect the way we serve them, a sincere word "sorry' is just sufficient. They have to a find a way out.
The next important dimension in health care organisation is TANGIBILITY in terms of cleanliness and facilities to provide to the customers. A clean environment and facilities are able to provide a good hygiene to the customers so that they can persistently seek the treatment in health care services.