Carative Factors and Patient-Perceived Customer Service Quality

The research aimed to assess the quality of customer service a healthcare institution provided, as experienced by patients, focusing on service quality, patient satisfaction, and behavioral intention. It further explored the joy experienced by patients about the seven elements of carative factors: humanism, helping/trust, expression of feelings, teaching, and learning, supportive/protective/corrective environment, assistance with human needs, and existential/phenomenological/spiritual forces. The participants were patients admitted to a healthcare institution and discharged between March and May 2023. A sample size of 318 was determined using Slovin's formula. The study employed a descriptive-correlational design, using mean ratings, t-tests, and one-way ANOVA. The results revealed significant differences in the level of customer service, particularly concerning sex. Additionally, there was a significant relationship between the quality of customer service extended to patients and the joy they experienced. In conclusion, the healthcare institution delivered high customer service, resulting in significant patient satisfaction and joy related to staff care. Key factors contributing to this joy included humanistic care, provider support, expression of feelings, teaching, a supportive environment, and assistance with human needs. Based on the findings, it is recommended that the healthcare institution continue training staff to enhance their customer service skills, emphasizing the importance of carative behaviors. Consistent monitoring of patient satisfaction levels is essential to pinpoint improvement areas and initiate timely and practical actions. The hospital needs to allocate resources to create a supportive, patient-centered environment and to implement gender-sensitive initiatives to address the disparity in customer service perceptions between male and female patients.