Page 72 - Azerbaijan State University of Economics

THE JOURNAL OF ECONOMIC SCIENCES: THEORY AND PRACTICE, V.82, # 1, 2025, pp. 70-88

earlier periods, the concept of patient satisfaction was often overlooked; however, it
has increasingly gained significance over time. (Ferreira et al., 2023).
Customer satisfaction is considered a strategic priority for healthcare institutions.
(Wolf et al., 2014). As a consequence, hospitals should deliver services promptly to
enhance patient satisfaction and improve overall healthcare delivery. Staff members
and all employees should communicate courteously with patients to foster positive
relationships. Additionally, patient complaints should be addressed on time to prevent
unnecessary delays and to build trust between patients and healthcare providers. (Loth
G., & Godwin N., 2018).

THEORETICAL BACKGROUND
The concept of service quality has been a central focus in management and marketing
literature, particularly in the context of service-oriented industries such as healthcare.
Service quality is widely recognized as a critical determinant of customer satisfaction
and organizational success (Parasuraman et al., 1988). In healthcare, where patient
outcomes and experiences are paramount, understanding the factors that contribute to
service quality is essential for improving patient satisfaction and fostering loyalty.
This study adopts the SERVQUAL model, developed by Parasuraman et al. (1985,
1988), as its theoretical framework to evaluate service quality and its impact on patient
satisfaction in the healthcare sector.
The SERVQUAL Model
The SERVQUAL model provides a robust framework for assessing service quality by
measuring the gap between customer expectations and perceptions across five
dimensions: Tangibles, Reliability, Responsiveness, Assurance, and Empathy
(Parasuraman et al., 1988). Tangibles refer to the physical aspects of the service
environment, such as facilities, equipment, and the appearance of personnel. Reliability
pertains to the ability to deliver promised services dependably and accurately.
Responsiveness reflects the willingness to provide prompt service and assist customers.
Assurance encompasses the knowledge, competence, and courtesy of employees, as
well as their ability to inspire trust and confidence. Finally, Empathy involves providing
individualized care and attention to customers (Zeithaml et al., 1990).
The SERVQUAL model has been extensively applied in healthcare settings to
evaluate patient perceptions of service quality (Babakus & Mangold, 1992). Studies
such as Lee et al. (2019) and Ariffin et al. (2022) have demonstrated that these
dimensions significantly influence patient satisfaction, with varying degrees of impact
depending on contextual factors such as cultural norms and healthcare system
structures. For instance, Empathy and Responsiveness are often cited as critical
drivers of patient satisfaction due to the interpersonal nature of healthcare services,
where trust and emotional support are highly valued (Donabedian, 1980).

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