The analysis is based on the personal experience with vision correction surgery at a hospital in India. The experience is used as a case study to look at the gaps involved during the entire episode of care to analyze the service marketing and quality management of the organization. The incidents in the case are considered both individually and on the whole for analysis. The case also has customer gap involved as there are expectations and perceptions on behalf of the customer towards the service
The healthcare setting in India is similar to the US in terms of service marketing, but the functioning differs in areas such as the primary care physician visits, procedure for hospital reference, follow up, and pricing. The reference of a hospital …show more content…
Though post-operative care is as important as the process of treatment, hospitals in India does not provide in-patient care for selective procedures such as cosmetic surgeries, eye surgeries, and knee replacement surgeries. The differences mentioned are just the way Indian health care system works and hence were not considered as service gaps in the following analysis.
Customer Gap
The customer in the case was frustrated with the idea of using glasses for the rest of her life and wanted a solution to get rid of them. Also, the customer expected the hospital to offer the solution at a cost not too high as she did not have health insurance. The expectations of the customer were high quality at low cost and this expectation was met by the hospital.
Furthermore, the customer had expected the hospital staff to be more communicative and welcoming by looking at the well-designed patient friendly hospital website. The expectations of the customer were mostly a result of the positive review read on internet and the hospital’s official Facebook …show more content…
The hospital should have at least let a person with medical background and qualification deal with the patient along with the administrative staff.
Gap two- Service design and standard gap
The service provider was a teaching hospital and is partly funded by a charitable trust. The hospital was old enough to have positive rating on Facebook and reviews on the internet, and hence the hospital should have estimated the patient traffic. The patient was directed to a reception at the entrance to fill an application form with her personal details, which the management could have offered to fill online through their website. The management would save time and prevent chaos at the reception.
The physical evidence of service design was inadequate in the waiting area, which was evident from the experience with the magazine rack which had old magazines, it shows the negligence of the staff in maintaining a service. Further, the patient had to use stairs even while on eye drops because of unavailability of space in the elevator, as the hospital had only single elevator per floor and this shows service scape gap of the
The healthcare setting in India is similar to the US in terms of service marketing, but the functioning differs in areas such as the primary care physician visits, procedure for hospital reference, follow up, and pricing. The reference of a hospital …show more content…
Though post-operative care is as important as the process of treatment, hospitals in India does not provide in-patient care for selective procedures such as cosmetic surgeries, eye surgeries, and knee replacement surgeries. The differences mentioned are just the way Indian health care system works and hence were not considered as service gaps in the following analysis.
Customer Gap
The customer in the case was frustrated with the idea of using glasses for the rest of her life and wanted a solution to get rid of them. Also, the customer expected the hospital to offer the solution at a cost not too high as she did not have health insurance. The expectations of the customer were high quality at low cost and this expectation was met by the hospital.
Furthermore, the customer had expected the hospital staff to be more communicative and welcoming by looking at the well-designed patient friendly hospital website. The expectations of the customer were mostly a result of the positive review read on internet and the hospital’s official Facebook …show more content…
The hospital should have at least let a person with medical background and qualification deal with the patient along with the administrative staff.
Gap two- Service design and standard gap
The service provider was a teaching hospital and is partly funded by a charitable trust. The hospital was old enough to have positive rating on Facebook and reviews on the internet, and hence the hospital should have estimated the patient traffic. The patient was directed to a reception at the entrance to fill an application form with her personal details, which the management could have offered to fill online through their website. The management would save time and prevent chaos at the reception.
The physical evidence of service design was inadequate in the waiting area, which was evident from the experience with the magazine rack which had old magazines, it shows the negligence of the staff in maintaining a service. Further, the patient had to use stairs even while on eye drops because of unavailability of space in the elevator, as the hospital had only single elevator per floor and this shows service scape gap of the