Page 71 - Azerbaijan State University of Economics

Nurana Sadıgova, Magsud Mirzayev: Service Quality as a Determinant of Patient Satisfaction: An
Empirical Study in the Healthcare Sector

INTRODUCTION
In today's healthcare sector, the relationship between service quality and customer
(patient) satisfaction is gaining increasing significance. For the healthcare industry,
all activities beginning from the patient's initial contact with a medical facility to
diagnosis, treatment, and post-treatment care are considered to be components of
service quality, playing a crucial role in determining overall satisfaction. During this
process, patients expect the institution to deliver services that are accurate, clean, and
professionally administered (Hajiyeva, 2021). Patients who are satisfied with the
hospital’s services are more likely to recommend the same hospital to others (Hameed,
2023).
The marketing literature places significant emphasis on improving customer
satisfaction. Satisfaction is defined and measured in various ways across various
studies. One common understanding is that satisfaction arises when expectations are
met. If a firm’s offerings align with customer expectations, customers are more likely
to be satisfied (Inamullah, 2012). Over time, customers tend to expect higher levels
of quality from products and services. Satisfaction is a relative concept and relies on
each individual's expectations and their evaluation of the service received (Sofaer &
Firminger, 2005). For service-oriented firms, the most critical aspect lies in the quality
of services delivered, the process of service production, and the way services are
presented to the customer.
Patient satisfaction and the quality of healthcare services are critical elements for the
long-term success of healthcare institutions. (Ramsaran-Fowdar, 2005). Thus, patient
satisfaction emerges as a variable that promotes the quality of healthcare organizations
by enabling the assessment and determination of patients’ most relevant dimensions
and their level of satisfaction. It serves as a tool for evaluating the quality of medical
care and has therefore become an important and frequently used indicator. Patient
satisfaction influences clinical outcomes, medical malpractice claims, and the delivery
of timely, efficient, and patient-centered healthcare services (Prakash, 2010).
Like other areas of the service sector, healthcare has also transformed into a more
competitive market. The increasing number of private medical institutions serves as
evidence of this trend. In such an environment, measuring satisfaction and service
quality can assist managers in monitoring, enhancing, and optimizing various
organizational aspects. Compared to other service sectors, healthcare professionals
must be particularly attentive to behaviors that may influence patients’ expectations
(Naidu, 2009).
Healthcare systems are constantly evolving and developing. For this reason, analyzing
customer satisfaction is of great importance. The results obtained can provide valuable
and unique insights into the quality of services delivered by medical institutions. In

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