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Customer satisfaction and service marketing
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Transcript of Customer satisfaction and service marketing
Customer Satisfaction Customer Satisfaction and Service Marketingand Service Marketing
Preethi PradhanPreethi Pradhan
[email protected]@aravind.org
Who are the customers in a Who are the customers in a hospital?hospital?
Patients Patients Family membersFamily membersReferral DoctorsReferral DoctorsSuppliersSuppliersEmployeesEmployees
Who is the key customer in the Who is the key customer in the hospital?hospital?
What is patient satisfaction?What is patient satisfaction? Patient Satisfaction is Patient Satisfaction is “hospital services
and its perception by the patient” minus minus ”patient expectations”
0 = Patient Satisfied- = Patient Dissatisfied+ = Patient Delighted
Patient satisfaction measures need to be Patient satisfaction measures need to be developed from the patients perspectivedeveloped from the patients perspective
Patients are becoming better informedPatients are becoming better informed Involve patients for making improvementsInvolve patients for making improvements Patient satisfaction is not Patient satisfaction is not Static but but
Dynamic
Patient ExpectationsPatient Expectations Good Medical CareGood Medical Care Good Nursing CareGood Nursing Care Less Waiting TimeLess Waiting Time Excellent Excellent
HospitalityHospitality Personal AttentionPersonal Attention Courteous Courteous
BehaviorBehavior Affordable Affordable
ChargesCharges
CleanlinessCleanliness Good Coordination Good Coordination Cooperation Cooperation
among the Staffamong the Staff DisciplineDiscipline Communication & Communication &
InformationInformation Transparency in Transparency in
charges and charges and proceduresprocedures
Why customer satisfaction?Why customer satisfaction?
Health care is generally becoming Health care is generally becoming competitivecompetitive
Providers must not only maintain Providers must not only maintain high clinical standards but also high clinical standards but also service that satisfies the patientsservice that satisfies the patients
To meet the dual challenge, To meet the dual challenge, providers must have an providers must have an understanding of what constitutes understanding of what constitutes both clinical excellence and both clinical excellence and customer satisfactioncustomer satisfaction
What is Service Marketing?What is Service Marketing?
Examples:Examples: Defense, Postal, Education, Defense, Postal, Education, health, Religious Services, Hospitals, health, Religious Services, Hospitals, Airlines, Hotels, Law Firms, Entertainment, Airlines, Hotels, Law Firms, Entertainment, etc etc
Definition:Definition: Activity or benefit that one Activity or benefit that one party can offer to another that is party can offer to another that is essentially intangible and does not result essentially intangible and does not result in the ownership of anything. Its in the ownership of anything. Its production may or may not be tied to a production may or may not be tied to a physical product physical product
Eye Care-Why do we need to do Eye Care-Why do we need to do service marketing?service marketing?
PerspectivePerspective
Public Health Public Health Programme PerspectiveProgramme Perspective SustainabilitySustainability
Public Health Perspective:Public Health Perspective:
Increasing backlog of Blindness Increasing backlog of Blindness Low levels of eye care services – e.g. Low levels of eye care services – e.g.
CSR in the Region varies from 500 to CSR in the Region varies from 500 to 3,500 3,500
Crucial to reduce the blindness rate Crucial to reduce the blindness rate HighHigh geographic & gender disparities geographic & gender disparities
both in the coverage of service as well both in the coverage of service as well as in the quality of eye care. as in the quality of eye care.
Demographic transition issuesDemographic transition issues Commitment to VISION 2020-The Commitment to VISION 2020-The
Global InitiativeGlobal Initiative
Programme PerspectiveProgramme Perspective Rising costs of equipments & other Rising costs of equipments & other
resourcesresources Need to have economies of scale (lower Need to have economies of scale (lower
fixed costs) to sustainfixed costs) to sustain Increase resource utilization due to Increase resource utilization due to
scarcityscarcity Availability and Affordability of eye Availability and Affordability of eye
servicesservices Make eye care programme effective and Make eye care programme effective and
efficientefficient New services coming to the forefront New services coming to the forefront
Sustainability PerspectiveSustainability Perspective Increasing patient awareness and technology Increasing patient awareness and technology
acceptanceacceptance Government as well as the voluntary sector is Government as well as the voluntary sector is
under increasing pressure to meet costs. under increasing pressure to meet costs. International NGO’s support for operating International NGO’s support for operating
expenses have lowered.expenses have lowered. Developing a differential price mechanism and Developing a differential price mechanism and
other strategies to become self-sufficient other strategies to become self-sufficient through user fees and attracting paying through user fees and attracting paying patients. patients.
Private practitioners have also recognised that Private practitioners have also recognised that goodwill of the community increases their goodwill of the community increases their clientele.clientele.
Services Services Unique characteristic - 1Unique characteristic - 1
INTANGIBILITY INTANGIBILITY
Customer is unable to Customer is unable to experience the‘product’ prior experience the‘product’ prior
to ‘purchase’to ‘purchase’
Services Services Unique characteristic - 2Unique characteristic - 2
PERISHABILITYPERISHABILITY
Can’t be stored Can’t be stored
Services Services Unique characteristic - 3Unique characteristic - 3
INSEPERABILITY INSEPERABILITY
Production & consumption Production & consumption
happen at the same place and happen at the same place and cannot be separatedcannot be separated
Services Services Unique characteristic - 4Unique characteristic - 4
VARIABILITYVARIABILITY
Difficulty in establishing Difficulty in establishing consistency in qualityconsistency in quality• across Providers or within providersacross Providers or within providers• across Timeacross Time• across Delivery Centersacross Delivery Centers
Challenges in Service MarketingChallenges in Service Marketing
Giving a feel for the “product”Giving a feel for the “product” Managing Demand FluctuationsManaging Demand Fluctuations Maintaining QualityMaintaining Quality Cost ContainmentCost Containment Attitudinal block in using proven Attitudinal block in using proven
marketing principles in service marketing principles in service marketingmarketing
Factors that promote DemandFactors that promote Demand- Availability Perspective- Availability Perspective
Services are available for longer or Services are available for longer or convenient hoursconvenient hours
Patients are provided information Patients are provided information through Brochures, Publicity, etc on through Brochures, Publicity, etc on services availableservices available
Services are reliable and offered Services are reliable and offered promptlypromptly
Required equipment are availableRequired equipment are available Patient friendly Systems & Patient friendly Systems &
ProceduresProcedures
Factors that promote Demand Factors that promote Demand
- Accessibility Perspective- Accessibility Perspective
Good public transportationGood public transportation Centrally locatedCentrally located Outreach Programs to reach out Outreach Programs to reach out
to the Rural Peopleto the Rural People
Factors that promote Demand Factors that promote Demand
- Affordability Perspective- Affordability Perspective Standard pricing structureStandard pricing structure Charges affordable by most of Charges affordable by most of
the people in the Communitythe people in the Community Transparency in Patient Fees – Transparency in Patient Fees –
no hidden chargesno hidden charges Simple procedure for getting Simple procedure for getting
free/subsidized carefree/subsidized care
Factors that increase Demand Factors that increase Demand
- Promotion Avenues- Promotion Avenues Structured approach with designated Structured approach with designated
staff staff Good Rapport with CommunityGood Rapport with Community Publicity through different mediaPublicity through different media Promotion at Outreach activitiesPromotion at Outreach activities Meetings/seminars for other doctorsMeetings/seminars for other doctors Developing a referral networkDeveloping a referral network Promotion through satisfied patients Promotion through satisfied patients Industrial tie-up for routine examination Industrial tie-up for routine examination
of their employeesof their employees
Factors that affect Demand Factors that affect Demand - Attitude Perspective- Attitude Perspective
Reasons for Low Demand:Reasons for Low Demand: Sophisticated technology will automatically Sophisticated technology will automatically
trigger demandtrigger demand Belief that patients, if need eye care, will Belief that patients, if need eye care, will
definitely come to usdefinitely come to us Providing Service as per Providers’ Providing Service as per Providers’
ConvenienceConvenience Systems & Procedures are not patient friendlySystems & Procedures are not patient friendly Gap between Patients’ Expectations & Gap between Patients’ Expectations &
Providers’ PerceptionProviders’ Perception Lack of patient orientation Lack of patient orientation
Factors that promote Demand Factors that promote Demand
- Quality Perspective- Quality Perspective Skilled Doctor & other staffSkilled Doctor & other staff Standard Clinical ProtocolStandard Clinical Protocol Good Administrative System & Good Administrative System &
ProceduresProcedures Courtesy & PolitenessCourtesy & Politeness Proper ExplanationProper Explanation Clean environment and comforts Clean environment and comforts
meeting or exceeding expectationsmeeting or exceeding expectations Systems to monitor clinical outcomes & Systems to monitor clinical outcomes &
Patient satisfactionPatient satisfaction
Factors that promote Demand Factors that promote Demand
- to the Rural areas & the poor- to the Rural areas & the poorReasons for Low Reasons for Low
Demand:Demand: No one to EscortNo one to Escort Fear of SurgeryFear of Surgery IgnoranceIgnorance No desire for No desire for
surgerysurgery No time for SurgeryNo time for Surgery No money for No money for
surgerysurgery
Promoting Demand:Promoting Demand: Counseling to build Counseling to build
confidence that confidence that Staff will take careStaff will take care
Health education Health education Explain benefits Explain benefits Free Free
Transport/FoodTransport/Food Free/subsidized Free/subsidized
SurgerySurgery