Leading Change for Patient Essay

Pages: 17 (4930 words)  ·  Style: Harvard  ·  Bibliography Sources: 55  ·  File: .docx  ·  Level: Master's  ·  Topic: Healthcare

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[. . .] Lee et al. (2000) described the main medical services, Haywood-Farmer & Stuart, 1988 explained the fundamental features of medical service which included benefits, appropriateness, effectiveness to the patient and professional skills, Brown and Swartz, 1989 evaluated knowledge, level of training and expertise of the personnel which were discovered as another aspect to responsiveness, sympathy, dependence, assurance and tangibles in assessing the quality of the healthcare service. A four feature structure was presented by Choi, Hanjoon, Chankon, and Sunhee (2005) which included the staff concerned, the physician concerned, tangibles and ease of process of care and this structure exposed the characteristics of administrative, environmental, technical and functional quality (Buyukozkan, 2011).

A similar kind of scale was presented by Dageer et al. (2007) which completely assessed the quality of the healthcare service and quality. This scale included environment quality, technical quality, interpersonal quality and administrative quality. Communication, relationship and manner were the three core themes which were found in order to constitute customers. Beneath the perceptions of the customers about technical quality, there lie two core themes; outcome and expertise. Two main core themes surrounding customer's perceptions of environment quality are atmosphere and tangibles. 3 things determined the administrative quality; operation, timeliness and support (Dagger et al., 2007). A significant overlap was obvious during the comparison of healthcare dimension with many of them being evident in the literature (Buyukozkan, 2011).

The concept of service quality

The concept of quality has many dimensions, so it has variant meanings for different people. It can be simply said an abstract which is very difficult to describe and materialize. The products' value can never be declared until they reach in the consumers' hands. Consumers normally buy out something and they evaluate it on the basis of their experience with that particular product. If the consumer makes the purchase of the same product or brand again, this would be because of his good experience with that, and the he will tell others also about the level of quality of that product. In this regard, we can say that the product's image is established in the process of usage by the consumer market and resultant word of mouth kind of marketing and referral. Due to all of these factors, the service quality is considered vague and very difficult to explain (Parasuraman et al., 1985). In this era of technological development, the concept of quality has become much more subjective and that's why it is very difficult to explain and be analyzed in short words (Buyukozkan, 2011).

There is a very general indication of service quality and that can be judged by the attitude of the consumers, based upon his different experiences and product's performance (Bolton & James, 1991; Parasuraman, Zeithaml, & Berry, 1988). It can also be analyzed in the future anticipations of a product's performance. The baseline for this analysis is consumers' trust in the level of performance in turn of his wants and requirements (Buyukozkan, 2011).

Hence, the service quality can be described as the gap between what a consumer expects and perceived performance of the service. In the case customers' hopes exceed the performance level, so the quality will be less than the satisfaction level and this will ultimately cause dissatisfaction (Buyukozkan, 2011).

As per the work of Parasuraman et al. (1985), if we study the previous literature on quality and services, we come to three basic concepts:

The quality of service is difficult for the customer than that of products. The comparison between the consumers' expectations and actual level of services determine the quality of services and these comparison and performances are not service outcomes. The service quality dimensions include the process involved in the delivery of that service (Buyukozkan, 2011).

Gummesson (1992), in a research on the commonalities and specialties between the industries and services, has concluded that there are at least 2 biased opinions exist. The manufacturers are of the view that the service quality can be maintained the same way as the products' quality is ensured. Conversely, the service industries experts are of the view that services are much more difficult to evaluate as compared to goods as it is intangible unlike products which are measurable (Buyukozkan, 2011).

It is very true that measuring quality of services is very difficult to imagine and measure unlike manufacturing but this does not mean that the quality check on services is out of reach as since 1970s many researchers have been studying the same subject. Despite the availability of various service quality measurement tools, Parasuraman et al. (1985, 1988) gives SERVQUAL preference over others.

We can get a broad way by SERVQUAL to measure and manage the quality in services. In many studies and published researches, SERVQUAL has been declared and used for many quality analysis exercises. Many experts have utilized the leverage provided by SERVQUAL in service quality measurement in various sectors (Brady, Cronin, & Brand, 2002; Caro & Garc?'a, 2008; Coulthard, 2004; Cronin & Taylor, 1992; Brown et al., 1993; DeMoranville & Bienstock, 2003; Lin, 2010; Parasuraman, Zeithaml, & Malhotra, 2002, 2005; Narayan, Rajendran, Sai, & Gopalan, 2009; Santouridis, Trivellas, & Reklitis, 2009; Saravanan & Rao, 2007; Sun & Lin, 2009; Tsai & Tang, 2008; Tseng, 2009a, 2009b; Tsitskari, Tsiotras, & Tsiotras, 2006).

The industries where the SERVQUAL tools have been much successful include; retail, medical services, restaurants, travelling and tourist services, auto services, business education services, higher education services, B 2 B. services, accountant's services, architect's services refreshment services, medical centers, airline services, cookery services, financial services, boutiques services, shoe selling services and many governmental services. As the quality has greater relationship with the profitability, cost of doing business, consumer happiness, retention and good feedback, so it has become among the most studied and researched upon topic these days (Buttle, 1996).

The fundamental of SERVQUAL survey is that the customers' evaluation is supreme in quality assessment. This assessment is done by finding the gap between what customer expects from the service provider and what is their perceived level of performance of some particular service provider (Buyukozkan, 2011).

Parasuraman et al. (1985) had presented ten qualities in his earlier researches, which can describe the quality of services: dependability, receptiveness, capability, right to use, politeness, communication, reliability, safety, sympathetic / perceptive the customer and tangibles. However, by 1988, he summed up all of them in five areas (Buyukozkan, 2011).

Reliability: what service provider promises, it delivers.

Assurance: the abilities and courteous attitude of service providing staff and their competence to send some trustworthy message and imbibe confidence.

Tangibles: what looks visible like the location, building, people and equipment and material used for service deliver.

Empathy: extreme care for the customers.

Responsiveness: the readiness of service providers to help the customers and present timely services.

The focal point i.e. three main dimensions; reliability, receptiveness and tangibles stayed in the dimensions of quality but the remaining seven merged into the remaining two dimensions of empathy and assurance. Now, the RATER model can be described as the best suitable for assessment of services quality in terms of expectations and performances in a qualitative manner by any service oriented organization. This model can be very helpful for any organization in bridging the gap between the expected services and perceived quality (Buyukozkan, 2011).

Assessing the system in which the writer works and reviewing relevant literature

People who lived in their homes instead of living in any health care center comprised of people that were recuperating, aged or senior are generally helped by healthcare employees. There are a number of designations available in this field, anyone can serve others as nurse, healthcare specialist, natural therapist, therapist of any particular field, work as social supporter and also work as shelter home like orphan or old age houses workers. They give all treatment in instruction of professional medical workers. These sorts of services includes in house help like in dressing, eating, awakening, etc. Or it also help in giving medical help like helping in providing food with veins, direct medications, giving exercise for bones relaxation, or supporting and guiding in dealing with artificial body parts, braces used on teeth, removing bandages etc. According to the percentages 89% of healthcare workers are ladies from which 24.4% are linked to black or African-American background, 20.0% are Latino or Hispanic while 4.4% are Asian (BLS 2008a). There are no specific hours or time limit for healthcare workers they are available at any moment (NIOSH 1999; BLS 2008b).

From a number of industries Healthcare industry is a rapid raiding industry in United States. As Bureau of Labor Statistics (BLS) shows that 896,800 employees were hired for healthcare services during 2007 and this will amplify by 55% in future specifically between 2006-2016 (BLS 2008b). The requirement of healthcare industry is rapidly increasing in this country; the reason behind this cause is that population is increasing; more services are provided in home by number of hospitals; less number of hospitals; it is demanded that… [END OF PREVIEW]

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