CUSTOMER LOYALTY TO CONTENT BASED WEBSITES- THE CASE OF AN ONLINE HEALTH CARE SERVICES IN SRI LANKA

Abstract

Quality Management has been proposed to improve customer satisfaction and has received considerable attention in the recent studies. Despite the recent effort on Quality Management, little work has been done on the effect of on Customer satisfaction in healthcare services Sri Lanka. This study sought to establish the effect of Quality Management practices on Customer satisfaction in institutions of healthcare services a case of selected healthcare services in Batticaloa. The general purpose of the study was to investigate the effect of quality management practices on customer satisfaction in institutions of Health care services and the specific objective was to examine the effect of trust security, responsiveness, continual improvement of products and services and systems/process approach on customer satisfaction in healthcare services The findings were expected to be significant to all the inward patients, outward patients and employees. T'he target population comprised of the out ward and inward customers of healthcare services the scope of'the study targeted selected five healthcare services at Batticaioa. This study used a descriptive research desigl. T'he study was based on primary data. T'he data was collected through a semi - structured questionnaires targeting iinward and out ward patients Content Validity Index was used to establish whether the que:rionnaire measured what it was intended to measure. The study recommends that healthcare services should strive to focus on the conformance to customer requirements and continuous improl'ement. in order to gai n cusl"orner satisfaction. Key Words:- Cnstomer satisfuction, Customer loyalty, 'frust, Heulthcare Services, Pel ceiv e d ft l's/rs, P er ceiv ed B e n eJit s