APPRAISING SERVICE QUALITY OF MEDICAL CLINICS ON CUSTOMER VALUE IN MANMUNAI NORTH BATTICALOA

Abstract

The healthcare system contributes to continued sustainable economic growth in Sri Lanka, as the country's economic growth is directly proportional to the healthcare system. Medical Clinics play a remarkable role in the country's development as they provide medical equipment and deliver medical facilities to patients. Also, there is a gap in literature to reveal the impact of service quality on customer value among the customers @atients), especially in selected Medical Clinics. The purpose of this research is to investigate the impact of service quality on customer value in Medical Clinics through the SERVQUAL Model. The sample consists of customers (patients) and samples selected through a convenience sampling method. The researcher collected 240 Self-Administrated questionnaires by the survey, and a five-point Likert scale was assigned to measure the variables. The Statistical Package for Social Sciences (SPSS 22) was used to present and analyze data using descriptive statistics, correlation, and regression analyses in order to find the results of the study objectives. Based on the findings of the study, this research concusses that service quality is in high level. As well as each of the existing levels of the independent variable dimensions, such as tangible, reliability, responsiveness" assurance, and empathy are also at a high level. Further, the finding of this study shows that there is a high level of customer value among those who are using Medical Clinics in Manmunai North Batticaloa. As well, there is a strong positive correlation between service quality and customer value, as well as each of the service quality dimensions, such as tangible, reliability, responsiveness, assurance, and empathy indicated a strong positive correlation with. customer value. Six hypotheses were developed and tested. And this study also concludes that there is an impact of service quality on customer value. Finally, the multiple regression analysis indicated that there is a positive significance impact of tangible, reliability, responsiveness, assurance, and empathy on customer value.