1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 University of Ioannina4 Department of Management, Aarhus BSS, Aarhus University5 Department of Management, Aarhus BSS, Aarhus University
An integrated approach
Purpose: The present study attempts to bring together and combine the "Nordic" dimensions of service quality with the overall satisfaction received from the service. A relationship satisfaction measurement instrument is introduced to investigate and deploy the significant factors that contribute to customers' overall satisfaction. Methodology/ Approach: The results are based on a questionnaire survey in 9 major Greek Public hospitals answered by 1298 respondents. Dimensions of satisfaction are derived and confirmed with CFA whereas a multinomial logistic regression model provides evidence on its predictive ability to overall satisfaction. Finally, the relationship between the derived factors and socio-demographic characteristics is also examined. Findings: On the basis of the results presented qualitative and empirical evidence is provided that customer satisfaction and service quality are multi-dimensional constructs and that those "quality" components together with convenience and cost form the overall satisfaction experienced by the customer. Practical Implications: The use of the proposed model allows the identification of important aspects of the quality and satisfaction concepts. It also enables managers to select and rank the appropriate measures for service improvement.
MAPP; Research Paper; Customer satisfaction; Quality of services; Multinomial logistic; Satisfaction measurement; Health care services
Main Research Area:
16<sup>th</sup> International Conference on Recent Advances in Retailing and Services Science, 2009