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CHAPTER – 1

Introduction
Health care quality is the degree to which health care services for individuals and populations
increase the likelihood of desired health outcomes. Quality of care plays an important role in
describing the iron triangle of health care, which defines the intricate relationships between
quality, cost, and accessibility of health care within a community. Researchers measure health
care quality to identify problems caused by overuse, underuse, or misuse of health resources. In
1999, the Institute of medicine released six domains to measure and describe quality of care in
health.

1. Safe – avoiding injuries to patients from care that is intended to help them.
2. Effective – avoiding overuse and misuse of care.
3. Patient-Centered – providing care that is unique to a patient's needs.
4. Timely – reducing wait times and harmful delays for patients and providers.
5. Efficient – avoiding waste of equipment, supplies, ideas and energy.
6. Equitable – providing care that does not vary across intrinsic personal characteristics.

Health care quality is a level of value provided by any health care resource, as determined by
some measurement. As with quality in other fields, it is an assessment of whether something is
good enough and whether it is suitable for its purpose. The goal of health care is to provide
medical resources of high quality to all who need them; that is, to ensure good quality of life,
to cure illnesses when possible, to extend life expectancy, and so on. Researchers use a variety
of quality measures to attempt to determine health care quality, including counts of a therapy's
reduction or lessening of diseases identified by medical diagnosis a decrease in the number
of risk factors, which people have following preventive care, or a survey of health indicators in
a population who are accessing certain kinds of care.
CHAPTER – 2

Subject Definitions
Marketing is the study and management of exchange relationships. Marketing is used to create,
keep, and satisfy the customers. With the customers as the focus of its activities, it can be
concluded that Marketing is one of the premier components of Business Management – the
outer being Innovation.

Definition

Marketing is defines by the American Marketing Association as “the activity, set of


institutions, and processes for creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, and society at large”. The term developed from
the original meaning, which referred literally to going to market with goods for sale. From a
sales process engineering perspective, marketing is “a set of processes that are interconnected
and interdependent with other functions” of a business aimed at achieving customer interest
and satisfaction. The Chartered Institute of Marketing defines marketing as “the management
process responsible for identifying, anticipating and satisfying customer requirements
profitably”. A similar concept is the value-based marketing, which states the role of marketing
to contribute to increasing shareholder value. In this context, marketing can be defined as “the
management process that seeks to maximize returns to shareholders by developing
relationships with valued customers and creating a competitive advantage”. Marketing
practice tended to be seen as a creative industry in the past, which included advertising,
distribution and selling. However, because the academic study of marketing makes extensive
use of social sciences, psychology, sociology, mathematics, economics, anthropology and
neuroscience, the profession is now widely recognized as a science, allowing numerous
universities to offer Master-of-Science (MSc) programs.

The processes of marketing are that of bringing a product to market. As such, the steps include
broad market segmentation, determining distribution, pricing and promotion strategies;
developing a communication strategy; budgeting; and visioning long-term market
development goals. Many parts of the marketing process (e.g. product design, art direction,
brand management, advertising, copywriting etc.)
CHAPTER – 3

Industry Profile
Health care Industry:

The healthcare industry (also called the medical industry or health economy) is an aggregation
and integration of sectors within the economic system that provides goods and services to treat
patients with curative, preventive, rehabilitative, and palliative care. It includes the generation
and commercialization of goods and services lending themselves to maintaining and re-
establishing health. The modern healthcare industry is divided into many sectors and depends
on interdisciplinary teams of trained professionals and paraprofessionals to meet health needs
of individuals and populations.

The healthcare industry is one of the world's largest and fastest-growing industries. Consuming
over 10 percent of gross domestic product (GDP) of most developed nations, health care can
form an enormous part of a country's economy.

BACK GROUND:-

For purpose of finance and management, the healthcare industry is typically divided into
several areas. As a basic framework for defining the sector, the United Nations International
Standard Industrial Classification (ISIC) categories the healthcare industry as generally
consisting of:
1. Hospital activities;

2. Medical and dental practice activities;


3. "Other human health activities".

This third class involves activities of, or under the supervision of, nurses, midwives,
physiotherapists, scientific or diagnostic laboratories, pathology clinics, residential health
facilities, or other allied health professions, e.g. in the field of optometry, hydrotherapy,
medical massage, yoga therapy, music therapy, occupational therapy, speech therapy,
chiropody, homeopathy, chiropractic’s, acupuncture, etc.
CHAPTER – 4

COMPANY PROFILE
Avhieta hospital was started on the year 2010.Avhieta hospital is a small specialty hospital
located near Kothanur, Bangalore opposite to SLV hotel. It is less expensive and provides good
service to its patients. It runs for 24/7 and has a medic care unit, which has enough availability
of medicine. The hospital consists of 20+ of nurses and doctors of almost 7+ who comes to the
hospital for giving consultation to patients based on the time prescribed by the hospital
administrator. The hospital consists of five big rooms in which each room has 4-5 beds. The
hospital is under developing at this moment as the second floor is being created for more
advanced treatment and by giving quality service to its patients. There are two security guards
working based on their shifts. The nurses give equal preference to all the patients regards to
the language barriers. This hospital has a rating of 4.0 stars compared to other hospital in and
around Kothanur; Dr. Nilufur is the administrator of this hospital and will be available from 9
AM – 6 PM.

Some of the services provided by the clinic are:


*Post-Surgery Physiotherapy / Rehabilitation
*Electrical Stimulation
*Ergonomic Training
*Traction and ACL Reconstruction.
Some of the basis provided by the clinic is:
*Hospitals
*Dermatologist
*Orthopedic doctors
*Neurologists

Avhieta Health Care and hospital is a Neuro Physiotherapist clinic in Kothanur Bangalore.
Doctors like Dr. Ramesh Babu (PT) and Dr. V Meenakshisundaram visit the clinic. The timings
of Avhieta Health Care and Hospital are Mon to Sun: 12:00 AM – 11:59
CHAPTER - 5

RESEARCH DESIGN

PROJECT TITLE :

A study to assess the quality of service provided by Avhieta Hospital.

STATEMENT OF THE PROBLEM:

The service quality is an important factor, which affects the goodwill of hospital. The various
services provided by the hospital is to be focused on high quality. Hence, a study to understand
about service quality is required to improve the performance of Avhieta Hospital.

OBJECTIVE:

The objective of the study is to:

 To identify the important service quality dimension of the health sector


from the patients perspective.
 To understand the service quality dimension of the health care sector.
 To generate service quality perception scores on different dimensions.
TYPES OF DATA:

1) Method of data collection-


Primary data (Questionnaire and Interview) and Secondary data (Journal,
website, organization data collection)

2) Sampling technique –
Simple Random Sampling

3) Sample Size –
120 units

LIMITATIONS:

 Time constraints.
 High level of research tool not used.
CHAPTER-6

DATA ANALYSIS AND INTERPRETATION

Table No.6.1: Gender of the respondents:-

VARIABLE NUMBER OF IN PERCENTAGE


RESPONDENTS

MALE 79 66

FEMALE 41 34

TOTAL 120 100

Analysis:

The above table shows that 79 respondents were male and 41 respondents were female out of
the 120 respondents. The proportion is 66% male and 34% female.
Graph No. 6.1: Gender of the respondents

GENDER

34%

MALE

66% FEMALE

Inference:-

The inference gathered by the above pie chart shows that most of the respondents are male
where the percentage is 66%, whereas if we look upon the percentage of female respondents,
they are 34%.
CHAPTER – 7

FINDINGS AND RECOMMENDATIONS

FINDINGS:-

 61% of the patients are employed.


 100% of the patients are satisfied with the service provided by the
hospital.
 2% of the patients feel highly satisfied with the response given by the
doctors.
 97% of patients feel the medicine given in health care is not expired
medicine.
 35% of patients have problem in language communication.
 100% of patients feel the nurses are doing their duty without any
hesitation and laziness.
 100% of patients find it safe as the hospital is secured with security and
CCTV.
 11% of patients found difficulties in the hospital.
 3 % of patients find it difficult to read the medical script as prescribed by
the doctors.
 2% of patients say that doctors do not come for check-up while admitted
in the hospital.
 Since there are Educational Institution nearby many Students relay on the
Hospital for Treatment.
SUGGESTIONS:-

 Doctors to be available at night.


 Doctors to improve their hand writing in the medical script.
 More rooms for Patients and large parking space.
 Specialized doctors to be available.
 More equipment to be available in the hospital.
 Improve language of nurses
 News channel to be played in the hospital.
 Doctors to improve communication to patients.
 Focus on patient satisfaction.
 Reduce doctor’s consultation charges.
 Stock to be maintained in the health care.
 Improve ambulance services.
 Water facility to be available in every causality room.
 Nurses to communicate in Kannada.
 Improve facilities in the hospital.
CHAPTER-8

CONCLUSION

In order to understand the needs and satisfaction of consumers of healthcare services an


empirical study was undertaken. The study on service quality and customer satisfaction is
based on primary data which are collected from indoor and outdoor patients of private
hospitals of Avhieta hospital,Kothanur.Various patients from various disciplines i.e. general
medicine, paediatrics, general surgery, gynecology and orthopaedics etc. were surveyed with
the help of a structured questionnaire.

In case of health care services still word of mouth i.e. information regarding hospitals and
services from family play an important role. It was found that respondents had given more
preference to doctors' qualification and experience of doctors. It was also found that
reputation of hospitals is influencing factor along with extra facilities, available in the
hospital.

Health care service providers should disseminate correct information from time to time as
more quality information leads to patient awareness and satisfaction. The hospitals should
have convenient operating hours and nurses should give individual attention to patients.
Especially this problem is found in private and trust run hospitals. The study revealed that to
improve patient satisfaction, healthcare service providers must focus on quality improvement
strategies.
APPENDICES-I

QUESTIONNAIRE___________________________________

Dear respondent,

In this regard, I seek your kind support in getting this questionnaire filled completely. The
information collected will be purely used for my academic purpose and will not be disclosed
or used for any other purpose. The focus of this report is to understand the level of quality of
services provided by Avhieta Hospital and to offer suggestions to Avhieta Hospital to improve
their services.

Name: Date:

Reason for admission: Age:

1. What is your occupation?

(a)Employed. (b) Unemployed. (c) Student.

2. How is the service given by the hospital?

(a) Highly Satisfied. (b)Satisfied. (c)Dissatisfied (d) Highly Dissatisfied

3. Do you feel the hospital is neat and clean?

(a) Highly Satisfied. (b) Satisfied. (c)Dissatisfied. (d) Highly Dissatisfied.


BIBLIOGRAPHY-II

Website:-

 www.avhietahospital.com
 www.google.com
 www.wikipedia.com
 www.scribd.com

Books:-

 Books related to marketing management by Anupama Mahajan.


 Books related to health care industry by Stewart publication.

Journals:-

 Survey based on questionnaire.


 Direct interview to the patients.

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