The Influence of Service Quality on Customers' Satisfaction in Ghayathi Medical Centers

Abstract

Customer satisfaction is commonly used as an indicator to assess healthcare quality. Also, the client's perception of service quality is crucial in enhancing the healthcare customer experience. Therefore, this study aims to examine the effect of service quality on customers' satisfaction in Ghayathi medical centers. And exploring the moderating effect of customers' gender in the relationship between service quality and customers' satisfaction. The proposed measurement items for SERVPERF were tested using data collected from a sample of 410 customers in Ghayathi city. Descriptive statistics were used to determine the level of service quality provided by the medical centers, and multiple regression analysis, ANOVA, and T-test were used to test the research hypotheses. The findings indicate that the service quality of Ghayathi medical centers is perceived as satisfactory, and service quality significantly affects customer satisfaction. Service quality dimensions (Tangibility, Reliability, Assurance, Responsiveness, and Empathy) are statistically significant in influencing customer satisfaction; responsiveness has the greatest influence on customer satisfaction, followed by empathy. It also indicated that gender moderates the relation between service quality and customer satisfaction. In addition, the result also found that female customers have a higher level of satisfaction than male customers.