Assessing Hospital Service Quality: A Systematic Review Using PRISMA and SERVQUAL to Explore Patient Satisfaction and Loyalty

Abstract

Purpose: This paper aims to develop a conceptual framework that focuses on the original dimensions of Service Quality (SERVQUAL). Patient satisfaction has been taken as a mediating variable to measure customer loyalty in the context of hospital service quality. It is important to note that SERVQUAL measures service quality rather than satisfaction, but SERVQUAL is a satisfaction measure and loyalty is considered an outcome rather than an experience or perception. This framework illustrates the interplay between hospital service quality, patient satisfaction, and loyalty as perceived by patients.

Methodology: This study employed the Preferred Reporting Items for Systematic Reviews and Meta-Analysis (PRISMA) framework to conduct a systematic literature review (SLR) on hospital service quality (SQ) encompassing its dimensions, patient satisfaction, and loyalty. Deeper analysis was conducted using content analysis methods. SERVQUAL’s primary sources, including Google Scholar, Scopus, Web of Science (WoS), among others, were utilized to identify relevant documents.

Findings: The Reliability, Assurance, Tangibility, Empathy and Responsiveness (RATER) dimensions have been identified in this study as the main criteria patients use to evaluate the standard of care received in hospitals. It suggests that patient satisfaction, loyalty, and service quality are positively correlated.

Practical Implications: Hospital marketing managers will have a better understanding of how healthcare service quality dimensions impact patient satisfaction and loyalty, both directly and indirectly. They can also employ the recommended tools to gather feedback on their performance in terms of service quality metrics, enabling them to compare their performance over different periods.

Originality: SERVQUAL is a frequently utilized paradigm for evaluating service quality from the perspective of patients. However, its application to the intricate nature of healthcare services is limited. A few other techniques can also be applied like SERVPERF, Fuzzy Analytic Hierarchy, and Technical and Functional quality model, etc.