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A survey of customer satisfaction, expectations and perceptions as a measure of service quality in SANBS

机译：对客户满意度，期望和看法的调查，作为saNBs服务质量的衡量标准

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摘要

The purpose of the study is to evaluate the service quality that the SANBS provides to its customers, by measuring customers’ perceptions and their expectations of service quality provided by the supplier of blood transfusion services. The organization that is used for this study is the South African National Blood Service (SANBS). Specifically the study seeks to: 1. Determine the extent to which customers are satisfied or not satisfied with the service they receive from the SANBS using the ten-dimensional format of SERVQUAL model, modified to the specific service quality requirements of the blood transfusion service industry. 2. Establish customers’ perceptions of the service they receive using a multiple-item scale (SERVQUAL) for measuring consumer perceptions of service quality. 3. Establish customers’ expectations of the service, and compare them to their perceptions of the service they currently receive. The comparison is made along each service quality dimension, across different parts of same service on a geographical basis, and across different customer groups on a customer category (or type) basis. 4. Recommend implementation of appropriate service quality performance improvement procedures where necessary. Study design and methods: The data for the study came from the SANBS’ customer perception and expectation survey conducted in 2005. Questionnaires were sent out to hospitals that use products and services provided by the SANBS in the Eastern Cape and KwaZulu-Natal Provinces of South Africa. The questionnaire was based on the multiple-item SERVQUAL model for measuring consumer perceptions of service quality, modified and tailored to specific service quality requirements of the blood transfusion service industry. Questionnaires were sent out to 113 (69.3%) hospitals out of a total of 163 blood-utilizing hospitals in the two provinces. Of the 113 hospitals, 92 (81.4%) responded, with questionnaires rendered unusable. The final sample size is 88 and is included in the final study database. The data is analyzed by comparing different parts of the service on a geographical basis namely KwaZulu-Natal and Eastern Cape zones. The data is also analyzed by comparing different customer groups namely the Rural State Hospitals, the Urban State Hospitals and Private Hospitals. Results: The result confirms the research (alternative) hypothesis (H1 : μ1 ≠ μ2), and rejects Ho. The overall expectations ratings are higher than the perceptions ratings, and the KwaZulu-Natal expectations ratings are higher than the Eastern Cape ratings. The expectations of private hospitals and rural state hospitals have a higher rating than that of urban state hospitals and the perceptions of private and urban state hospitals have a higher rating than that of rural state hospitals. The largest service quality gap is the accessibility dimension which relates specifically to approachability and ease with which customers can access staff at different levels of the organization by e-mail, and includes accessing of knowledgeable blood bank personnel and medical staff of SANBS, but may also relate to the distance of hospitals from the nearest blood bank, all of which are situated in urban state hospitals. The mean difference for accessibility is the highest followed by the understanding customer mean difference. The mean differences for the other dimension categories are significantly less than that of the largest two dimensions, but not significantly different amongst themselves. The mean difference for rural state hospitals is the largest followed by private hospitals and urban state hospitals. The mean difference for rural state hospitals is greater than that for urban state hospitals in both zones, but the mean difference for private hospitals is greater in KwaZulu-Natal than in the Eastern Cape. The dimension means of differences for rural state hospitals are greater than that for urban state hospitals. According to the correlations between expectations and perceptions for different dimensions, there is a weak or no linear relationship between expectations and perceptions. Conclusion: This empirical study supports the literature on the provision of service quality, and concludes that there is a statistically significant difference or gap between the services offered by the SANBS as perceived by its customers, and the expectations of its customers. The study substantiates the need for management of blood transfusion services to take into account customer perceptions of service quality and their expectations, and upon identification of gaps, to implement appropriate service quality improvement processes, rather than take a one sided view of their (SANBS’) own perception of service quality.
机译：这项研究的目的是通过评估客户对输血服务提供商所提供的服务质量的看法和期望，来评估SANBS为客户提供的服务质量。这项研究使用的组织是南非国家血液服务局（SANBS）。该研究特别致力于：1.使用SERVQUAL模型的十维格式，根据输血服务行业的特定服务质量要求，确定客户对他们从SANBS收到的服务的满意或不满意程度。 。 2.使用多项目量表（SERVQUAL）来建立客户对他们所接受服务的看法，以衡量消费者对服务质量的看法。 3.建立客户对服务的期望，并将其与他们对当前收到的服务的看法进行比较。沿着每个服务质量维度，在同一地理区域的同一服务的不同部分以及在客户类别（或类型）的基础上跨不同的客户组进行比较。 4.建议在必要时实施适当的服务质量绩效改善程序。研究设计和方法：该研究的数据来自2005年SANBS进行的客户认知度和期望调查。调查问卷已发送到使用SANBS在南开普省和南部夸祖鲁-纳塔尔省提供的产品和服务的医院。非洲。该调查表基于用于评估消费者对服务质量的看法的SERVQUAL多项目模型，并针对输血服务行业的特定服务质量要求进行了修改和定制。在这两个省的163家采血医院中，问卷被送至113家医院（占69.3％）。在113家医院中，有92家（81.4％）做出了回应，问卷无法使用。最终样本量为88，并包含在最终研究数据库中。通过比较地理区域（即夸祖鲁-纳塔尔省和东开普省）服务的不同部分来分析数据。还通过比较不同的客户群（农村州立医院，城市州立医院和私立医院）来分析数据。结果：结果证实了研究（替代）假设（H1：μ1≠μ2），并拒绝了Ho。总体期望等级高于认知等级，夸祖鲁-纳塔尔省的期望等级高于东开普省的等级。私立医院和农村公立医院的期望等级高于城市公立医院，而私人和城市公立医院的看法也高于农村公立医院。最大的服务质量差距是可访问性维度，该维度专门涉及可访问性和难易程度，客户可以通过电子邮件与他们接触组织不同级别的人员，包括对知识丰富的血库人员和SANBS医务人员的访问，但也可能与医院到最近的血库的距离有关，所有血库都位于城市公立医院。可访问性的平均差异最大，其次是了解客户的平均差异。其他维度类别的平均差异显着小于前两个维度的平均差异，但它们之间没有显着差异。农村公立医院的平均差异最大，其次是私立医院和城市公立医院。在这两个地区，农村公立医院的平均差异大于城市公立医院，但是夸祖鲁-纳塔尔省的私立医院的平均差异大于东开普省。农村公立医院的差异均值维度大于城市公立医院。根据不同维度的期望和感知之间的相关性，期望和感知之间存在弱的线性关系或没有线性关系。结论：这项实证研究为有关服务质量提供的文献提供了支持，并得出结论，SANBS提供给客户的服务与客户的期望之间在统计上存在显着差异或差距。该研究证实了对输血服务进行管理的必要性，要考虑到客户对服务质量及其期望的看法，并在识别出差距后实施适当的服务质量改进流程，而不是对其服务的（SANBS ）自己对服务质量的看法。

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    Mququ Mpumzi H;

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  • 年度 2006
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