luận văn tiếng anh: MARKETING RESEARCH: The factors effect on patient’s satisfaction about the quality of medical service in hospital in Ha Noi

luận văn tiếng anh: MARKETING RESEARCH: The factors effect on patient’s satisfaction about the quality of medical service in hospital in Ha Noiluận văn tiếng anh: MARKETING RESEARCH: The factors effect on patient’s satisfaction about the quality of medical service in hospital in Ha Noiluận văn tiếng anh: MARKETING RESEARCH: The factors effect on patient’s satisfaction about the quality of medical service in hospital in Ha Noiluận văn tiếng anh: MARKETING RESEARCH: The factors effect on patient’s satisfaction about the quality of medical service in hospital in Ha Noiluận văn tiếng anh: MARKETING RESEARCH: The factors effect on patient’s satisfaction about the quality of medical service in hospital in Ha Noiluận văn tiếng anh: MARKETING RESEARCH: The factors effect on patient’s satisfaction about the quality of medical service in hospital in Ha Noiluận văn tiếng anh: MARKETING RESEARCH: The factors effect on patient’s satisfaction about the quality of medical service in hospital in Ha Noiluận văn tiếng anh: MARKETING RESEARCH: The factors effect on patient’s satisfaction about the quality of medical service in hospital in Ha Noiluận văn tiếng anh: MARKETING RESEARCH: The factors effect on patient’s satisfaction about the quality of medical service in hospital in Ha Noiluận văn tiếng anh: MARKETING RESEARCH: The factors effect on patient’s satisfaction about the quality of medical service in hospital in Ha Noiluận văn tiếng anh: MARKETING RESEARCH: The factors effect on patient’s satisfaction about the quality of medical service in hospital in Ha Noiluận văn tiếng anh: MARKETING RESEARCH: The factors effect on patient’s satisfaction about the quality of medical service in hospital in Ha Noi

INTERNATIONAL SCHOOL – HANOI NATIONAL UNIVERSITY MARKETING RESEARCH “The factors effect on patient’s satisfaction about the quality of medical service in hospital in Hanoi” Prepare for: BSA May 19, 2019 Marketing research TABLE OF CONTENT Contents Abstract LISTS OF FIGURES LISTS OF TABLES CHAP 1: AN INTRODUCTION 12 Background of the study 12 Research objectives and research question 14 Hypotheses 14 Theoretical framework 15 Research methods: 16 Research findings 16 Structure of the study 16 Chap 2: LITERATURE REVIEW 17 2.1 Physical care facilities, medical equipment and hospital physical environment and surroundings 17 2.2 Procedures of admission to the hospital, waiting time, examination order, explanation about the examination results and treatment process 18 2.3 Doctors’ and medical staff’s care and attitude towards patients during admission procedures, examination and treatment, and the medical personnel’s morality in interaction with patients 19 2.4 Good reputation of hospital, qualification of doctor 20 CHAP 3: QUESTIONAIRE AS A QUANTITATIVE RESEARCH METHOD 21 3.1 Survey design 21 3.2 Reliability and validity 21 3.3 Question design 21 3.4 Sample and Collect data 22 3.5 Measurement 23 CHAP 4: DATA ANNALYSIS AND RESEARCH FINDINGS 27 4.1 Data analysis with IBM SPSS statistic 27 4.1.1 Measurement model 27 4.1.2 Structural model 27 4.2 Research findings 27 4.2.1 Respondents’ characteristics 27 4.2.2 Descriptive statistics of reality test 28 BSA3012 Page Marketing research 4.2.3 Descriptive statistic of correlation analysis 29 4.2.4 Descriptive statistic of regression analysis 30 Chap 5: RECOMMENDATION& CONCLUSION 33 5.1 Conclusion 33 5.2 Contribution and recommendation of the study 33 5.3 Limitations of the study 34 REFERENCES 35 BSA3012 Page Marketing research Abstract Purpose: This study investigates factors impacting customer satisfaction on the quality of health services in hospitals (Hanoi).Specially, the research focuses on effects of tangible things which are physical care facilities, medical equipment and hospital physical environment and surroundings; accessibility to healthcare service which is procedures of admission to the hospital, waiting time, examination order, explanation about the examination results and treatment process, etc attitude & medical ethic that are doctors‟ and medical staff‟s care and attitude towards patients during admission procedures, examination and treatment, and the medical personnel‟s morality in interaction with patients and reliability which is good reputation of hospital, qualification of doctor ( reputation, experience, professional degree, study abroad) Design/Methodology/Approach: The quantitative research method is applied in this study Survey questionnaire delivered to a sample of random 100 people who used medical services in Hanoi hospital Findings: The study‟s result provided empirical evidence for the impact of for dimensions of service quality „tangible‟, ‟accessibility to healthcare services‟, ‟attitude and medical ethics‟ and „reliability‟) on patient satisfaction Satisfaction level of health services in Hanoi hospital reflects the trust of patients about the quality of services, infrastructure, machinery and equipment, clean hygiene, procedures and examination process, time to carry out In addition, there were also opinions on the attitudes and consciousness of doctors and nurses in the hospital, the spirit of listening, the enthusiasm for medical examination and treatment Moreover, the expectation for more medical services is also measured expectation of patient to Hanoi hospitals and decided to re-examine at these hospitals as well as to introduce people like relatives and friends to see doctors Implication: The study helps to understand more about the factors affecting customer satisfaction about health services in Hanoi hospitals It provides people including patients and doctors with information about hospitals As the opinion of the examiner, the two parties have made the right changes and decisions, the hospital also brings trust benefits from patients BSA3012 Page Marketing research Originality/value: The study shows the satisfaction level of patients with health services and that affects the decision to return or not, trust or cannot trust the hospital Keywords: Service quality; patent satisfaction; hospital LISTS OF FIGURES Figure 4.2.1 Respondents’ characteristics Respondents‟ characteristics Gender Percentage (%) female 65.5 male 34.5 Age Under 20 years old 17.4 From 20- 39 years old 80.7 From 40- 59 years old 1.8 Income level Under million 57.8 From to million 10.1 From to 10 million 14.7 From to 10 million or 17.4 more Health service Yes 92.7 No 7.3 Places of using medical Public hospital 73.4 service Private hospital/ 13.4 international hospital Clinic 12.8 Medical examination Medical service 65.1 Impatient treatment 2.8 Outpatient treatment 3.8 Periodical health check 26.3 Figure 4.2.2 Descriptive statistics of reality test Reality Test DT1 DT2 BSA3012 0.92 0.92 Page Marketing research PT1 PT2 PT3 PT4 PT5 PT6 TC1 TC2 TC3 TC4 DD1 DD2 DD3 DD4 DD5 HL1 HL2 HL3 0.90 0.90 0.90 0.90 0.90 0.90 0.87 0.87 0.87 0.87 0.91 0.91 0.91 0.91 0.91 0.93 0.93 0.93 Figure 4.2.3 Descriptive statistic of correlation analysis Correlations DT PT TC DD Pearson Correlation Sig (2-tailed) N Pearson Correlation Sig (2-tailed) N Pearson Correlation Sig (2-tailed) N Pearson Correlation BSA3012 DT PT TC DD HL 675** 610** 606** 712** 109 000 109 000 109 000 109 000 109 675** 828** 824** 787** 000 109 109 000 109 000 109 000 109 610** 828** 836** 814** 000 109 000 109 109 000 109 000 109 606** 824** 836** 759** Page Marketing research Sig (2-tailed) 000 000 000 N 109 109 109 109 Pearson 712** 787** 814** 759** Correlation HL Sig (2-tailed) 000 000 000 000 N 109 109 109 109 ** Correlation is significant at the 0.01 level (2-tailed) .000 109 109 Figure 4.2.4 a) Regression analysis Model R Adjusted R Std Error of the Estimate Square Square a 866 750 740 42057 Predictors: (Constant), DD, DT, TC, PT Figure 4.2.4 b) Regression analysis BSA3012 R Page Marketing research Model R R Square 712a 507 Adjusted R Std Error of Square the Estimate 503 58213 a Predictors: (Constant), DT b Dependent Variable: HL Figure 4.2.4 b) Regression analysis Mode R l R Adjusted Squar Square e R Std Error of the Estimate 71 507 503 58213 2a a Predictors: (Constant), DT b Dependent Variable: HL Figure 4.2.4 c) Regression analysis Model R 787 a R Square Adjusted R Std Error Square of the Estimate 620 616 51143 a Predictors: (Constant), PT b Dependent Variable: HL Figure 4.2.4 d) Regression analysis Model R R Square Adjusted R Std Error Square of the Estimate a 814 662 659 48222 a Predictors: (Constant), TC b Dependent Variable: HL BSA3012 Model Summaryb Mode R R Page Adjusted R Std Error Marketing research LISTS OF TABLES Questionnaire I Personal information Sex  Male  Female Age  Under 20 years old  20-39  40-59  More than 60 years old Income level ( per month)  Under 3,000,000 VND  From 3,000,000 VND to under 5,000,000 VND  From 5,000,000 VND to under 10,000,000 VND  More than 10,000,000 VND Do you have state health insurance of  Yes  No What medical service you often you?  Medical examination  Inpatient treatment  Outpatient treatment  Periodical health check Where you usually use medial services?  Public hospital  Private hospital/ international hospital in Vietnam  Clinic BSA3012 Page Marketing research II, Satisfaction level Please indicate the extent of your agreement on the following statements on a scale of to Strongly disagree Disagree Neutral Agree Quality of medical services components DT- Reliability DT1:The hospital makes you feel secure when choosing treatment there DT2: You feel secure about the doctor expertise and experience at the hospital PT- Tangibles PT1: The hospital have enough modern equipment and machinery to serve your medical examination and treatment PT2: The patient room is clean and fully equipped PT3: The hospital‟s environment is quiet, fresh and clean, which is suitable for patients to treat and rest PT4: Hospital rest room are clean PT5: Hospital canteen and grocery are enough for patients with variety items PT6: Hospital parking is very convenient TC- Accessibility to healthcare services TC1: The hospital has specific advice on procedures and treatment process, so you not encounter many difficulties in the process of hospitalization - discharge TC2: You don‟t have to wait too long to turn on service or get results T3: All your questions and questions are always answered by the hospital‟s staffs TC4:Your doctors always know any changes in your health DD- Attitude and medical ethics DD1: The staff of the hospital is always warm and BSA3012 Strongly agree Agreement level 5 1 2 3 4 5 1 2 3 4 5 5 5 5 Page 10 Marketing research the reliability ( the reputation of hospital and quality and experience of doctors ) , tangibility (physical care facilities ,equipment and technology, the convenience of patient‟s room, environment and surroundings …) access to health care services(procedures of admission to the hospital, waiting time, examination order, explanation about the examination results and treatment process) and attitudes and ethics of the hospital staff (doctors‟ and medical staff‟s care and attitude towards patients during admission procedures, examination and treatment, and the medical personnel‟s morality in interaction with patients Some question in this questionnaire is design based on the questionnaire of Dr Rambha Pathak‟s previous studies on “An Assessment of Patients Satisfaction with Services Obtained from a Tertiary Care Hospital in Rural Haryana” and study on “Service Quality and Its Impact on Patient Satisfaction: An Investigation in Vietnamese Public Hospitals” of Nguyen Thanh Cong and Nguyen Thi Tuyet Mai And some questions measuring patients‟ perception of healthcare service quality are newly developed 3.4 Sample and Collect data The survey was conducted on a total of 110 people The questionnaire given to them is totally the same and that is done by them individually and independently After checking and removing the questionnaire answered incorrectly, the final sample size of this study is 100 people The main subjects of this survey are people aged 18 to 70 who have or are using health services at hospitals in Hanoi Information was collected in two main ways: the first way was to distribute the survey directly to the patients being treated in two major hospitals in Hanoi: Bach Mai Hospital and K2 Tan Trieu Hospital (hospital for cancer patient) (40%), the second way is to send randomly link of online survey via Email and Facebook (60%) A trained data-collection team of people went to Bach Mai and K Tan Trieu hospital to give questionnaire to the patients In most cases the filling in the prepared questionnaire Necessary explanations were provided to the respondents during the filling questionnaire Each questionnaire took about 3-5 minutes of survey participants BSA3012 Page 22 Marketing research 3.5 Measurement We have four main factors to affect the satisfaction of customers when they use medical service in hospital in Hanoi Each factor we also measure by some smaller question about specific component of service Some measurement in this study is based on the measurement questions of previous study and some once are newly developed by our group of marketing research student to suitable with this study Factor Reliability Tangibles BSA3012 Measurement questions Reference / newly developing The hospital makes you “Service Quality and Its feel secure when choosing Impact on Patient treatment there Satisfaction: An Investigation in Vietnamese Public Hospitals” of Nguyen Thanh Cong, Nguyen Thi Tuyet Mai( 2010) You feel secure about the Newly development doctor expertise and experience at the hospital The hospital have enough “Service Quality and Its modern equipment and Impact on Patient machinery to serve your Satisfaction: An medical examination and Investigation in treatment Vietnamese Public Hospitals” of Nguyen Thanh Cong, Nguyen Thi Tuyet Mai( 2010) The patient room is clean “Service Quality and Its and fully equipped Impact on Patient Satisfaction: An Investigation in Vietnamese Public Hospitals” of Nguyen Thanh Cong, Nguyen Thi Tuyet Mai( 2010) The hospital‟s environment “Service Quality and Its is quiet, fresh and clean, Impact on Patient which is suitable for Satisfaction: An Page 23 Marketing research patients to treat and rest Investigation in Vietnamese Public Hospitals” of Nguyen Thanh Cong, Nguyen Thi Tuyet Mai( 2010) Hospital rest room are Newly development clean Hospital canteen and “Assessment of Patients grocery are enough for Satisfaction with patients with variety items Services Obtained From a Tertiary Care Hospital in Rural Haryana “ of Dr Rambha Pathak (2012) Hospital parking is very “Service Quality and Its convenient Impact on Patient Satisfaction: An Investigation in Vietnamese Public Hospitals” of Nguyen Thanh Cong, Nguyen Thi Tuyet Mai( 2010) Accessibility to The hospital has specific “Patients‟ satisfaction healthcare services advice on procedures and and quality of treatment process, so you healthcare : case of not encounter many hospital in Ho Chi Minh difficulties in the process City” of Nguyen Thanh of hospitalization - Luan, Touchanun discharge Komonpaisarn, Jiruth Sriratanabanand H.A.T Vy (2014) You don‟t have to wait too Newly development long to turn on service or get results All your questions and “Patients‟ satisfaction questions are always and quality of answered by the hospital‟s healthcare : case of staffs hospital in Ho Chi Minh City” Nguyen Thanh BSA3012 Page 24 Marketing research Luan, Touchanun Komonpaisarn, Jiruth Sriratanabanand H.A.T Vy (2014) Your doctors always know “Patients‟ satisfaction any changes in your health and quality of healthcare : case of hospital in Ho Chi Minh City” Nguyen Thanh Luan, Touchanun Komonpaisarn, Jiruth Sriratanabanand H.A.T Vy (2014) Attitude and medical The staff of the hospital is Newly development ethics always warm and considerate to serve, guide and help you when you have a need You feel free from “Service Quality and Its discrimination if you don‟t Impact on Patient use health insurance or you Satisfaction: An are in difficult investigation in circumstances (poor Vietnamese Public condition) Hospitals” of Nguyen Thanh Cong, Nguyen Thi Tuyet Mai( 2010) You can easily see your “Service Quality and Its treating doctor when you Impact on Patient need Satisfaction: An Investigation in Vietnamese Public Hospitals” of Nguyen Thanh Cong, Nguyen Thi Tuyet Mai( 2010) The doctor and the hospital “Service Quality and Its staff always visited and Impact on Patient encouraged them during Satisfaction: An the treatment Investigation in Vietnamese Public BSA3012 Page 25 Marketing research Hospitals always receive all feedbacks from patients (suggestion box, hotline ) by positive attitude Satisfaction Overall medical service quality at the hospital meets your demands You are satisfied with the quality of service of the hospital You will continue to use the service in this hospital (when you need) and recommend it to friends and relatives BSA3012 Hospitals” of Nguyen Thanh Cong, Nguyen Thi Tuyet Mai( 2010) “Service Quality and Its Impact on Patient Satisfaction: An Investigation in Vietnamese Public Hospitals” of Nguyen Thanh Cong, Nguyen Thi Tuyet Mai( 2010) “Service Quality and Its Impact on Patient Satisfaction: An Investigation in Vietnamese Public Hospitals” of Nguyen Thanh Cong, Nguyen Thi Tuyet Mai( 2010) “Service Quality and Its Impact on Patient Satisfaction: An Investigation in Vietnamese Public Hospitals” of Nguyen Thanh Cong, Nguyen Thi Tuyet Mai( 2010) “Service Quality and Its Impact on Patient Satisfaction: An Investigation in Vietnamese Public Hospitals” of Nguyen Thanh Cong, Nguyen Thi Tuyet Mai( 2010) Page 26 Marketing research CHAP 4: DATA ANNALYSIS AND RESEARCH FINDINGS 4.1 Data analysis with IBM SPSS statistic 4.1.1 Measurement model In this study to describe the general characteristics of respondents, we will use descriptive analysis in IBM SPSS statistic Secondly, to determine the reliability of the variables that they have value for to evaluate whether or not, we used the reality test in BM SPSS statistic Thirdly, to measure the ratio of each independent variable to the implant works independent variable for how we used regression analysis Finally, to measure the variables would impact the most satisfaction then we use the correlation analysis IBM SPSS statistic 4.1.2 Structural model Firstly, the questions about gender, age, income lever per month, health insurance, medical service, places for using medical services are to determine respondents‟ characteristics Secondly, the dependent variables are reliability (DT1&DT2), tangibles (from PT1 to PT6), accessibility to healthcare service (from TC1 to TC4), attitude and medical ethics( from DD1 to DD4), satisfaction( from HL1 to HL2) in order to determine reality test, correlation analysis, regression analysis in turn 4.2 Research findings 4.2.1 Respondents’ characteristics Respondents’ characteristics Gender Age BSA3012 Percentage (%) female male Under 20 years old 65.5 34.5 17.4 Page 27 Marketing research From 20- 39 years old 80.7 From 40- 59 years old 1.8 Income level Under million 57.8 From to million 10.1 From to 10 million 14.7 From to 10 million or 17.4 more Health service Yes 92.7 No 7.3 Places of using medical Public hospital 73.4 service Private hospital/ 13.4 international hospital Clinic 12.8 Medical examination Medical service 65.1 Impatient treatment 2.8 Outpatient treatment 3.8 Periodical health check 26.3 (Figure 4.2.1 Respondents‟ characteristics) Table of figures indicate that 65.5 % of the respondent is female, there is 34.5% of male The survey was made mainly the age is from 20 to 39 years old, under 20 years old accounted only for 17.4 %, and the rest is 1.8% from 40 to 59 years old The level of income of those surveyed ranged as follows under million accounting for 57.8%, from to million accounted for 10.1%, from to 10 million accounting for 14.7% and from more than 10 million constituted 17.4% The questions about where people usually use medical services are answered as follows public hospital accounted for 73.4%, private hospital international hospital accounted for 13.4%, clinic accounted for 12.8 And finally the opportunity to experience the service was when specified as Medical examination 65.1%, impatient treatmen2.8%, outpatient treatment 3.8%, periodic health check 26.3% 4.2.2 Descriptive statistics of reality test Reality Test DT1 DT2 PT1 BSA3012 0.92 0.92 0.90 Page 28 Marketing research PT2 PT3 PT4 PT5 PT6 TC1 TC2 TC3 TC4 DD1 DD2 DD3 DD4 DD5 HL1 HL2 HL3 0.90 0.90 0.90 0.90 0.90 0.87 0.87 0.87 0.87 0.91 0.91 0.91 0.91 0.91 0.93 0.93 0.93 (Figure 4.2.2 reality test) The reliability was determined based on Cronbach‟s Alpha result, which these alpha variables was less than 0.5 would be eliminated and others with alpha more than 0.7 is usable (Nunnally, 1978) As the result conducted, in the study of the factors effect on patient‟s satisfaction about the quality of medical service in hospital in Hanoi have variables Reliability (from DT1 to DT2) is 0.92, tangibles (from PT1 to PT6) is 0.90, accessibility to healthcare service (from TC1 to TC4)is 0.87, attitude and medical ethics( from DD1 to DD4) is 0.91 satisfaction( from HL1 to HL2)is 0.9 All variables are good and high reality 4.2.3 Descriptive statistic of correlation analysis Correlations DT Pearson Correlation Sig (2-tailed) N BSA3012 DT PT TC DD HL 675** 610** 606** 712** 109 000 109 000 109 000 109 000 109 Page 29 Marketing research Pearson 675** 828** 824** Correlation PT Sig (2-tailed) 000 000 000 N 109 109 109 109 Pearson 610** 828** 836** Correlation TC Sig (2-tailed) 000 000 000 N 109 109 109 109 Pearson 606** 824** 836** Correlation DD Sig (2-tailed) 000 000 000 N 109 109 109 109 Pearson 712** 787** 814** 759** Correlation HL Sig (2-tailed) 000 000 000 000 N 109 109 109 109 ** Correlation is significant at the 0.01 level (2-tailed) (Figures 4.2.3 Correlation analysis) 787** 000 109 814** 000 109 759** 000 109 109 -Red box: Pearson correlation coefficient -Blue box: significant audit of Pearson In this figure, the correlation is So if this sig is less than 5%, we can conclude that two variables are correlated with each other If this is greater than 5% sig, then the two variables are not correlated with each other In this table, green variables are independent variables, yellow variables are dependent variables So, it shows that reliability (DT) correlates with satisfaction (HL) at 71.2% Tangibles (PT) correlate with satisfaction (HL) at 78.7% Accessibility (TC) to healthcare services correlates with satisfaction (HL) at 81.4% and attitudes and medical ethics(DD) correlates with satisfaction(HL) at 75.9% This results indicate that accessibility to healthcare services have the most correlation with satisfaction 4.2.4 Descriptive statistic of regression analysis Model Summary Mode R R l Square BSA3012 Adjusted R Std Error Square of the Estimate Page 30 Marketing research 866a 750 740 42057 Predictors: (Constant), DD, DT, TC, PT (Figure 4.2.4 a) Regression analysis) In this table, we interest the value- Adjusted R Square (or R Square) Adjusted R Square also known as R squared, it reflects the level of influence of the independent variable, dependent variable, up Specifically in this case, independent variables take on 74% influenced the change of the remaining 26% is due to turn out models and random error Often this value from 50% or more is usable research In the detailed results of each independent variable affect the satisfaction of customers in hospital Model R R Square Adjusted R Std Error Square of the Estimate a 712 507 503 58213 a Predictors: (Constant), DT b Dependent Variable: HL (Figure 4.2.4 b) Regression analysis) The independent variable is reliability (DT) influenced at 50.3% the change of satisfaction‟s customers (HL) when using medical services Model R R Square Adjusted R Std Error Square of the Estimate a 787 620 616 51143 a Predictors: (Constant), PT b Dependent Variable: HL (Figure 4.2.4 c) Regression analysis) The independent variable is tangibles (PT) influenced at 61.6% the change of satisfaction of customers (HL) when using medical services BSA3012 Page 31 Marketing research Model R R Square Adjusted R Std Error Square of the Estimate a 814 662 659 48222 a Predictors: (Constant), TC b Dependent Variable: HL (Figure 4.2.4 d) Regression analysis) The independent variable is accessability to healthcare services (TC) influenced at 65.9% the change of satisfaction‟s customers (HL) when using medical services Model Summaryb Model R R Square Adjusted R Std Error Square of the Estimate a 759 576 572 53979 a Predictors: (Constant), DD b Dependent Variable: HL (Figure 4.2.4 f) Regression analysis) The independent variable is attitudes and ethics (DD) influenced at 57.2% the change of satisfaction‟s customers (HL) when using medical services BSA3012 Page 32 Marketing research Chap 5: RECOMMENDATION& CONCLUSION 5.1 Conclusion In this study focused on investing the factors effecting on patient‟s satisfaction about the quality of medical service in hospital in Hanoi The results of our search, in line with the findings from the previous studies, confirmed the impact of healthcare service quality on Vietnam patient satisfaction, lending support to all the hypothesized relationships In this study, among four dimensions the dimension “accessibility to healthcare services” was found to have strongest influence (81.4%) on the Vietnamese patient satisfaction, closely followed by “tangibles”(78.7%), next followed by “attitudes and ethics” (75.9%) and finally by “reliability” (71.2%) The findings suggest the importance of accessibility element such as procedures and treatment process as patient‟s satisfaction predictors This study also provides strong evidence of the strong impact of tangible element and attitudes and ethics of doctors The findings from quantitative method suggest that four independent variables take on 74% influenced the change of satisfaction the remaining 26% is due to turn out models and random error The results show that the level of satisfaction at hospitals in Hanoi is at the acceptable level (around the average score) 5.2 Contribution and recommendation of the study The research findings from this study contribute to better understanding of the service quality dimensions and their impact on patient satisfaction in the context of the hospitals in Hanoi This research is meaningful since the ability to deliver quality services and provide patient satisfaction, especially in the public units in developing countries like Vietnam is limited (Chahal and Kumari, 2010) Several managerial implications are offered to the public hospital administrators to improve hospital management and quality control systems of healthcare services To deliver high quality of healthcare services and by doing so to enhance patient satisfaction, it is important to introduce modern managerial practices in the hospital with customer orientation The service quality in the hospital can be enhanced through various action programs pertaining to improving all the quality dimensions of healthcare services For instance, it is necessary for the hospital managers to pay attention to the elements of hospital tangibles and be innovative in BSA3012 Page 33 Marketing research attracting and calling for investment to upgrade the hospital facilities equipment and hospital environment It is also very important to promote good spirit, medical ethics and attitude of medical staff and doctors towards patients, as well as to develop better and transparent hospital culture, and provide training medical staff and physicians on ethics, communication, and skills/specialization This study is also expected to provide implications for policy makers in an attempt to develop relevant strategies to improve the current status of healthcare service quality at the public hospitals and enhance patient satisfaction 5.3 Limitations of the study In this study, because of time constraints and approach, the number of collected samples is still limited The number of samples collected was 109respondents and the number of females was dominant and the age was mainly from 20-39 Depending on the different range of age and income, there is a difference in satisfaction of health services The second limit of the study is the scope of the study Our research only examines the factors that affect the satisfaction of health services in Hanoi The different locations also cause the difference in the satisfaction in experience service So, the results of this study are only for reference 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study is the scope of the study Our research only examines the factors that affect the satisfaction of health services in Hanoi The. .. about the quality of medical service in hospital in Hanoi The results of our search, in line with the findings from the previous studies, confirmed the impact of healthcare service quality on Vietnam... usable (Nunnally, 1978) As the result conducted, in the study of the factors effect on patient‟s satisfaction about the quality of medical service in hospital in Hanoi have variables Reliability