AN EMPIRICAL STUDY ON INTEGRATION OF SERVQUAL AND KANO MODEL FOR MEASURING SERVICE QUALITY OF HOSPITALS IN AHMEDABAD

To survive in this competitive market and to achieve competitive advantage, hospital should continuously measure and improve their service quality which leads to patient satisfaction. Lot of research has been carried out to measure service quality through SERVQUAL or modified SERVQUAL scale. But Literature has explored that SERVQUAL cannot directly relate performance with satisfaction level because it assumes a linear relationship between customer satisfaction and service attribute performance. But the factors that cause dissatisfaction are different from the factors that cause satisfaction. Kano Model can be used to classify service quality attribute based on satisfaction level. This research paper will emphasis on integration of SERVQUAL and Kano model to measure service quality of Private Multispecialty Hospitals in Ahmedabad, Gujarat to find out the major areas for improvement as per the service quality is concerned. Research has identified high service quality gap for the dimensions reliability, responsiveness, assurance and empathy on the other hand tangibility shown least service quality gap. Service quality gap was observed in Must be service quality attributes that shown that hospitals are lacking in proving basic services too. To satisfy patients, Private Multispecialty Hospitals in Ahmedabad should focus more on improving service quality.