Complaints management increasing perceived quality and satisfaction

Complaints management increasing perceived quality and satisfaction Complaints management increasing perceived quality and satisfaction

Complaints Management Increasing Perceived Quality and Satisfaction

Thi Le Ha NguyenVNU University of Medicine and pharmacy, Vietnam National University, Hanoi, Vietnam

ABSTRACT

The current paper examined the impact of perceived service quality (PSQ) and patient complaint (PC) on patient satisfaction (PS) The study was carried out at the highest-level hospital, Vietnam The self-administered questionnaire was distributed to inpatients who were used in health service in April 2018 The SPSS (version 25.0) statistical software was used for the data analysis The confirmatory factor analysis was performed for the structural equation modeling, using the Amos 25.0 program Findings suggest PSQ direct influence on PC and PS; PC influences PS Complaints handling should consider when improving service quality to increase satisfaction.

Introduction

Service quality is the competition factor in the service industry that focuses on consumer satis-faction and loyalty (Birhanu et al 2010; Moisescu and Gica 2014) Therefore, providers should understand the needs and wants of the customers to get competitive benefits (Jeong, Park, and Hyun 2019; Sabblah et  al 2019; Shirzad et  al 2019) There was a gap between expectation and perceived quality on service quality of provider (Lin et  al 2009) One of the most important factors impacting customer satisfaction is product and service (Bogale, Kassa, and Ali 2015) It is one of the main keys that drive customer satis-faction and loyalty (Fida et al 2020) The strategy to keep the customer’s satisfaction as the cus-tomers need wants and expectation is changing all the time (Larson et  al 2014) Therefore, ser-vice quality is task improve continue day-by-day (Silver et  al 2016)

Complaints handling as a tool to improve product and service quality of providers with the aim of increasing satisfaction and customer loy-alty (Ahmed and Amir 2011) Complaint han-dling related to satisfaction and repurchase intention (Nagel and Santos 2017; Salim et  al 2018) It aims to return the belief by customer

and customer retaining (Nagel and Santos 2017; Santos and Fernandes 2008) Customer com-plaints have a significant effect on satisfaction and loyalty (Salim et  al 2018; Shammout and Haddad 2014) Complaint management aims to avoid the spread of negative word of mouth and lose dissatisfied customers (Duygun and Mentes 2015)

Customer satisfaction is an antecedent of tomer loyalty (Rahman, Khan, and Haque 2012) Service quality is the assessment made by the consumers’ perceptions and expectations of received services (Jeong, Park, and Hyun 2019; Lin et  al 2009) Service quality has related to customers’ satisfaction (Bogale, Kassa, and Ali 2015) It is has a positive influence on the out-come of service (Shirzad et  al 2019) Hence, service quality is an antecedent to customers’ satisfaction and loyalty (Fida et al 2020; Rahman, Khan, and Haque 2012) Customer satisfaction is a tool to measure service quality (Birhanu et  al 2010)

cus-The current paper examined the affecting of perceived service quality and patient complaints on patient satisfaction In which, perceived ser-vice quality factors consider tangibility, reliability, and responsiveness The factors of the patient

© 2022 taylor & Francis Group, llc

CONTACT thi le Ha Nguyen ng.leha72@yahoo.com VNU University of Medicine and pharmacy, Vietnam National University, Hanoi, Vietnam.

https://doi.org/10.1080/00185868.2022.2064788

KEYWORDS

Perceived service quality; complaint; satisfaction

complaint and patient satisfaction were assessed on the service quality of providers.

Literature Review

The author considers the references that focus on the present paper such as perceived service quality, satisfaction, and complaints

Perceived Service Quality (PSQ)

Service quality is the value a customer derives from a particular product or service (Pevec and Pisnik 2018) Service quality is said to be a key to the survival of all servicing companies (Purcarea 2016; Bobocea et  al 2016) Adding to this, Zun, Ibrahim, and Hamid (2018), affirmed that service quality is a gap of the differences between expectation and perceived quality which expectation is higher than perceived quality Consequently, to improve competitiveness, the service organization have to understand customer needs and expectations and satisfy their custom-ers by providing better products and service (Hijari et  al 2018) Quality service sustains the customers’ trust in service providers’ delivery of the ser vice (Singh, Iglesias, and Batista-Foguet 2012)

Service quality is being linked with customer satisfaction and willingness (Schaal et  al 2016) Therefore, satisfaction is a tool to measure the service quality of the service firm (Chakravarty 2011) Furthermore, service quality and customer satisfaction were found to be related to repur-chase intentions through customer loyalty (Fida et al 2020; Upamannyu, Gulati, and Chack 2015) PSQ was considered the antecedent of satisfaction and loyalty (Lei and Jolibert 2012) In addition, customer loyalty stems primarily from PSQ, it affects directly customer loyalty and customer satisfaction (Moisescu and Gica 2014; Lei and Jolibert 2012) Thus, customer satisfaction plays a mediator role in the relationship between PSQ and loyalty (Fida et  al 2020)

Moreover, service quality is the consumers’ perception of particular dimensions of products or services, such as, reliability, assurance, tangi-bility, courteousness, personalization, communi-cation, and responsiveness all of which have to

be incorporated into the company’s strategic icy which in itself rationally affects the consum-ers’ satisfaction by providing excellent services including personal factors, situational factors and product quality (Bobocea et  al 2016) Studies supported the five factors of PSQ including tan-gibility, reliability, responsiveness, assurance, and empathy (Bobocea et al 2016; Chakravarty 2011) Our research considers three factors of PSQ, including tangibility, reliability, and responsiveness

pol-Patient Satisfaction (PS)

Service quality is a key element to increase isfaction and remain consumer loyalty (Lei and Jolibert 2012) Thus, measuring and evaluating consumer satisfaction that assesses the service quality of providers (Bobocea et  al 2016; Chakravarty 2011) Special, customer satisfaction was assessed based on aspects of service quality (Chakravarty 2011) PSQ has a remarkable effect on consumer satisfaction (Purcarea 2016) and satisfaction is a mediating factor in the PSQ-loyalty relationship (Pevec and Pisnik 2018) Consumer satisfaction is an antecedent of loyalty (Rahman, Khan, and Haque 2012) Therefore, customer satisfaction is an indispensable element when measuring the service quality of the pro-vider (Bogale, Kassa, and Ali 2015) In which, complaint handling is a tool to improve service quality (Ahmed and Amir 2011; Salim et  al 2018) and increase customer satisfaction and repurchase intention (Nagel and Santos 2017)

sat-Patient Complaint (PC)

Complaint management is necessary to factor to improve the product and service quality of the service firm (Ahmed and Amir 2011) It concerns the information on product and ser-vice quality that customers present their dissat-isfaction (Shammout and Haddad 2014) Complaint handling aim re-get the belief by the customer to increasing satisfaction and cus-tomer loyalty (Salim et  al 2018) and lose neg-ative word-of-mouth to retain revisit intention (Duygun and Mentes 2015) Salim et  al (Salim et  al 2018) have suggested that customer

complaints have a significant influence on isfaction and loyalty.

sat-Research Hypotheses

Customer satisfaction is “the customer’s tion of the degree to which the customer’s stated or implied needs or expectations have been ful-filled” (ISO 9000, 2015, p 25) Service quality is the outcome of measurement by customer com-pares a gap between expectations and PSQ (Zun, Ibrahim, and Hamid 2018) PSQ related to cus-tomer expectations (Larson et  al 2014) Satisfaction is the expectation of the outcome of PSQ (Shirzad et  al 2019) PSQ affects directly customer satisfaction and loyalty (Lei and Jolibert 2012) Satisfaction is a mediator of PSQ and loy-alty (Pevec and Pisnik 2018) Considering these discussions, we proposed

percep-H2: PSQ positively influences PS.H1: Perceived Service Quality (PSQ) has a positive effect on Patient Satisfaction (PS).

Perceived quality is a factor that has a positive influence on satisfaction (Ahmed and Amir 2011; Shammout and Haddad 2014) PSQ and expec-tation related to complaining satisfaction (Duygun and Mentes 2015) Complaint satisfaction is a mediating of the relationship between PSQ and re-buy/loyalty (Duygun and Mentes 2015; Rahman, Khan, and Haque 2012) Complaints handling an important feedback factor to improve PSQ and increase satisfaction and loyalty (Rahman, Khan, and Haque 2012) Therefore, we proposed:

H2: Perceived service quality (PSQ) has a significant influence on Patient Complaint (PC).

Complaint handling is a tool to improve PSQ (Santos and Fernandes 2008), enhance satisfaction and loyalty/repurchase intention (Nagel and Santos 2017; Salim et  al 2018) Thereby, com-plaint management is necessary for a strategic plan to provider aim to develop service quality (Nagel and Santos 2017) Complaint handling aims to get return customers’ trust in the service quality of the provider that increases satisfaction, word-of-mouth and remain loyalty (Santos and

Fernandes 2008) Based on these observations, we give the hypothesis:

H3: Patient Complaint (PC) has a significant effect on Patient Satisfaction (PS).

Research Method

Data were collected by research assistants This staff group was trained for one day before to collect data on the highest level hospital, Vietnam The sample size of the study was at least 500 cases based on the number of factors and indi-cators suitable for the SEM model according to Wolf et  al (2013)

Data were collected by the method of the ple random sampling of 22% from the inpatient lists of 39 clinical departments where has been delivering 2,500 inpatients per day A total of 550 participants were recruited for the study Of the 550 questionnaires were distributed, 516 were used to analyze, after screening the completed questionnaires

sim-The questionnaire comprises 25 questions for two parts: respondents’ demographics concern about 6 questions of age, sex, marital status, educational level, occupation, and method of paying hospital fees Next, refer to 19 questions of Perceive service quality (PSQ), Patient sat-isfaction (PS), and Patient complaints (PC) In particular, fourteen questions refer to PSQ fac-tors of five for tangibility (PSQ1–PSQ5), five for reliability (PSQ6–PSQ10), and four for responsiveness (PSQ11–PSQ14) The content of items was according to the work of Aman and Abbas (2016) and change to fit with the hos-pital context Followed by the PS factor was presented by three questions (PS15–PS17) Finally, the PC factor was conducted in two questions (PC18-PC19) A five-point Likert scale was used to measure all questions assigned to (1 is “Very strongly disagree,” and 5 “Very strongly agree”)

The SPSS (version 25.0) statistical software was used for the data analysis Next, the confirmatory factor analysis (CFA) was performed to structural equation modeling (SEM) to test the hypothesis of the proposed model by using the Amos 25.0 SEM program

Results and Discussion

The Reliability Statistics

The reliability of scales was evaluated using Cronbach’s alphas [cutoff = 0.7] that confirm the reliability and adequate internal consistency of the scales Validity and reliability tests were showed to further refine measurements Any insignificant indicators were rejected and some modifications were assessed to increase the clarity of the questionnaire in the final study The results indicated in Table 1

In Table 1, the Cronbach’s coefficient alpha values of PSQ was from 0.845 to 0.873, PS was 0.792, and PC was 0.807 None of reliability alphas for each dimension were below 0.7 It shows that our scales were supported

The Confirmatory Factor Analysis (CFA)

Confirmatory factor analysis (CFA) was used to assess for Structural equation modeling (SEM), evaluating the fitness of data with the theoretical model, which examining the construct and the correct assignment of variables (Hair et al 2014, p 602) CFA was assessed by standardized regres-sion weights, the composite reliabilities (CR), and the average variance extracted (AVE) (Hair et al 2014, p 605), showing in Table 2

The results in Table 2 shown that the ized coefficient of items was from 0.62 to 0.87 [cutoff = 0.5] The value of average variance extracted (AVE) was greater than 0.50, ranging from 0.51 to 0.68 for all factors The composite reliability (CR) for each construct was more than 0.8, ranging between 0.80 and 0.94, above the rec-ommended value [cutoff = 0.7] The results revealed that the discriminant validity of the measurement model is valid, indicating adequate internal con-sistency Therefore, our model was supported

standard-Model Goodness-of-Fit

The fit measures of the research model was assessed by the chi-square (χ2), degrees of free-

dom (DF), statistical significance of χ2 (P-value

= 0.000), and the Root Mean Square Error Average (RMSEA) is measure of model ade-quacy Two of the most commonly assessed fit measures are the Goodness-of-Fit Index (GFI) and the Adjusted-Goodness-of-Fit Index (AGFI) In addition, normed fit index (NFI), Tucker Lewis Index (TLI), comparative fit index (CFI), and adjusted goodness of fit index (AGFI), showing in Table 2

In Table 2, the ratio of χ2 to the degrees of

freedom was 3.297 (P = 0.000) Particular,

[GFI] = 0.911 (cutoff = 0.80), [NFI] = 0.923 (requirement = value of 0–1), [RMSEA] = 0.067 (requirement = value from 0.05–0.08), [CFI] = 0.945, [TLI] = 0.933 (cutoff = 0.9), [AGFI] = 0.881 (Hair et  al 2014, p 630) Our results showed that the overall model was accepted, and the scales were supported for the reliability and validity

Table 1 Reliability statistics.

Perceived service quality (PSQ)

average variance extracted (aVE)

composite reliability

Hypotheses Testing

Hypotheses of our study were presented by the coefficients path at a significant value less than 0.05 (sig.) which indicated in Table 3

Hypothesis H1: PSQ positive effect on PS that was showed by the path coefficient (PSQ–-> PS)

was 0.456 of standardized coefficients (p < 0.001),

indicated that this hypothesis was supported Similar, the previous studies by Bogale et  al (Bobocea et  al 2016) and Pevec and Pisnik (2018), showing PSQ is directly on customer sat-isfaction loyalty Besides, customer satisfaction is a mediator role between perceived quality and loyalty (Lei and Jolibert 2012) Findings suggested that improve service quality leads to develop con-sumer satisfaction and loyalty [18.27]

Hypothesis H2: PSQ significantly affects PC was represented by the path coefficient (PSQ–

>PC) at 0.720 (p < 0.001), indicated that this

hypothesis was supported which PSQ effects on PC Also, it is clear by Santos and Fernades (2008) have suggested that perceived quality affects satisfaction with complaint handling and loyalty Complaint satisfaction is a mediator fac-tor of PSQ and loyalty (Duygun and Mentes 2015) Our findings revealed that complaint man-agement is a useful tool to the service firm to give a strategic plan to improve PSQ enhance satisfaction and thereby retain loyalty

Hypothesis H3: PC has a positive influence on PS that was represented by the coefficient of the path (PC–-> PS) at 0.406 of standardized coef-

ficients (p < 0.001), giving evidence PC direct

impact on PS This proved consistent with the prior research that complaint handling impact on satisfaction (Shammout and Haddad 2014) It is a key factor to maintain repurchase intention (Nagel and Santos 2017) In addition, service quality has a strong influence on satisfaction (Santos and Fernandes 2008) Therefore, the ser-vice company should consider complaint man-agement plays a mediator role to improve PSQ

to increase satisfaction and retain the loyalty of the customer

Implications for Practice

Our findings contribute implications to makers when gives strategy plan complaint man-agement to improve service quality and enhance consumer satisfaction and lead retain loyalty In addition, factors that develop perceived service quality includes tangibility, reliability, and respon-siveness to increase satisfaction on service quality and maintain repurchase intention Moreover, our findings contribute to scholars when builds a model of service quality to increase satisfaction and foster loyalty and re-buy intention in the future

policy-Conclusion and Recommendation

Our study investigates the impact of perceived service quality (PSQ) and patient complaint (PC) on patient satisfaction (PS) A self-administration questionnaire was distributed to inpatients who treated at the highest level hospital, Vietnam in April 2018 There were 550 documents were share with participants in which a total of 516 docu-ments were used to analyze for this study

A Likert scale ranging from strongly agree (5) to strongly disagree (1) was evaluated to all ques-tions The scale of the study was assessed by Cronbach’s alpha for internal consistency in the reliability of the variables Next, a confirmatory factor analysis measurement model was per-formed to structural equation modeling was assessed to test the proposed hypotheses

Our findings revealed that all hypotheses were supported In particular, PSQ has a positive effect on PC and PS; PC influences on PS This proved that PC is a mediating factor in the PSQ-PS rela-tionship Therefore, managers should consider complaint management as a mediating role to

Table 3 Hypothesis test results.

improve service quality and enhance satisfaction and retain the loyalty of customers Moreover, policymakers can focus on factors effect satisfac-tion include perceived quality and customer com-plaint, and thereby foster loyalty and repurchase intention.

Acknowledgments

The author would like to thank and appreciate the cation of the research team of the National Cancer Hospital in Hanoi, Vietnam, and the inpatients who participated in this study.

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Serial No: ………Date of completion……….Please write your response in the blank column or mark the box provided.

1 What is your age? ………years2 What is your sex?

1 Male □ 2 Female □3 What is your marital status?

1 Single □ 2 Married □ 3 Divorced □ 4 Widowed □4 What is your educational level?

1 No school □ 2 Primary school □ 3 Secondary school □ 4 High school □ 5 Bachelor’s degree □

6 Postgraduate degree □5 What is your occupation?

1 Govt employee □ 2 Non-govt employee □ 3 Unemployed □ 4 Agriculture □ 5 General labour □ 6 Retired □6 Method of paying hospital fees

1 Insurance □ 2 Personal payment □Please place a cross in the box corresponding to the level of your agreement/disagreement with each of the fol-lowing statements.

1 Very strongly disagree, 2 Strongly disagree, 3 Agree, 4 Strongly agree, 5 Very strongly agree

Patient Complaint (PC)

pc18the time taken to respond to my complaint was

satisfactorypc19the feedback provided met my expectations

Perceived Service Quality (PSQ)

Tangibility

psQ1Hospital was conveniently locatedpsQ2Direction signs were clearpsQ3Wards were designed with easy access and were

comfortablepsQ4staff were professionalpsQ5Free medicine was available

Responsiveness

psQ11admissions staff were friendly and courteouspsQ12staff responded promptly to my requestspsQ13i was provided with adequate information about

my health conditionpsQ14i was prescribed affordable medicines

ps15i am satisfied with the results of my recoveryps16the quality of service i received met my

expectationsps17i am satisfied with my selection of this hospital

to provide me with healthcare

Patient Satisfaction (PS)