internship report on united hospital limited(nazmur rahman, october to december, 2012)

North South University

BUS: 498

Internship Report On

Measuring patient satisfaction level of United Hospital Limited

Submitted To:

Associate Professor Dr. M Khasro Miah

Faculty, BBA & MBA Program

North South University

Submitted By:

M Nazmur Rahman

ID # 071-135-030

Student of internship of FALL’ 2012

Mobile No. 0192-1895430

E-mail Address: [email protected]

Date of Submission: 30/12/2012

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mailto:[email protected]

Letter of Transmittal

December 30, 2012

Associate Professor Dr. M Khasro Miah

School of Business,

North South University,

Bashundhara, Dhaka.

Sub: Submission of Internship Report

Dear Sir,

I submit a research report on “Measuring patient satisfaction level of United Hospital

Limited”. This report is also a compulsory requirement of the BBA Program of North South

University. The purpose of this report is to determine the patients of United Hospital Limited are

satisfied with the service level provided by United Hospital Limited or not.

I have enjoyed working on this report, especially, the guidance given by the research supervisor

was very much helpful and because of his valuable suggestions, the work became easier for me. I

am submitting this report for your kind consideration and also would like to thank you for your

advice and support in this respect. I shall be available for any clarification on the report,

whenever necessary.

I do hereby declare that the report is neither copied out from anybody's work nor published fully

or partly in any journal in Bangladesh or outside Bangladesh.

Sincerely yours,

M Nazmur Rahman

_____________________

ID: 071-135-030

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Acknowledgement

First of all, I would like to thank the Almighty for giving me the strength and the aptitude to

complete this report within due time. I would like to express my gratitude to all the people that

were involved both directly and indirectly in the preparation of this report. I apologize to the

people whose names that I have not mentioned and their contribution is highly appreciated by

me.

I would like to thank my academic supervisor Associate Professor Dr. M Khasro Miah, School of

Business, North South University, for guiding me and for giving me the opportunity to initiate

this report. More specifically, I would like to thank him for imparting his time and wisdom.

I want to thank all the officials of United Hospital Limited that were involved. I would especially

like to thank Mr. Syed Ashraful Masum, Assistant in-Charge, Marketing (UHLBD) for giving

me time and sharing his thoughts and insights regarding his company as a whole. I would like to

thank him for giving me the required information to commence this report and for providing the

permission to do the required research work.

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Executive Summary

Internship program is the pre-requisite for the graduation in BBA. A report has to be built for the

university and organization requirement. The topic of the report is “Measuring patient

satisfaction level of United Hospital Limited”.

United Hospital Limited, a concern of United Group Bangladesh, is one of the best health service

providers in our country. It was established in 2006 to meet market demand for health care

services with world class facilities and modern equipments. The company has achieved people

faith and respect for its last two years successful operations. The hospital has the experience and

specialization to provide best medical facilities available in the world and every time its

developing each of the departments.

For doing this study, I had surveyed on 120 respondents or the clients of United Hospital

Limited. From their responses on various factors of hospital service system, I had found that the

patients were satisfied with the hospital service by the overall measurement of data analysis and

findings.

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TABLE OF CONTENTS

NAME PAGE NO.

PART - 1 OVERVIEW OF ORGANIZATION

(United Hospital Limited)

8-26

1. Overview of United Hospital Limited 8

2. Background and location 9

3. History of United Hospital Limited 9-10

4. United Group Board of Directors 10

5. Organogram of United Hospital Limited 11

6. Mission 12

7. Vision 12-13

8. Objectives 13

9. SWOT Analysis 14-15

10. Department and Specialty Areas 16

11. Descriptions of the Departments 16-18

12. Supporting Facilities 18

13. Promotional activities of United Hospital Limited 19

14. Services and facilities of United Hospital 19

15. Reliable Automation 20

16. Medical and Professional services 20-22

17. Proposed Integrated Marketing Communication Tools 22-23

18. Social Responsibilities and Social Awareness 23-24

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19. Public Relation 24

20. Sales Promotion 24

21. Mass-Media Advertising 24-26

PART - 2

INTRODUCTION 28-31

1. Introduction 28

2. Literature review 28-29

3.Objective of the study 29

4. Significance of the study 29-30

5. Research model 30

6. Research methodology 30-31

7. Limitations 31

DATA ANALYSIS & FINDINGS 33-51

1. Frequency Test 33-47

2 .Hypothesis 48-51

RECOMMENDATION & CONCLUSION 52-54

4.1 Recommendation 53

4.2 Conclusion 54

BIBLIOGRAPHY

APPENDIX

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PART 1

OVERVIEW OF ORGANIZATION

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Overview of United Hospital Limited

A government estimate puts the figure of foreign exchange spent for treatment abroad at Tk 3000

crore, with such initiatives as United Hospital Ltd., Apollo Hospital and Square Hospital have

undergone, people of Bangladesh can now rely on these hospitals.

United Group, the founders of United Hospital, was established about three decades ago in 1977.

From its humble beginnings the group has emerged today as one of the major player in the

development of the economy of Bangladesh. Its areas of activities cover power generation,

property and land development, weaving, spinning and textiles, pharmaceuticals, land port

services, travel & tourism and educational institutions.

United Hospital is one of the leading health service providers in the country with a massive 450

beds capacity. As United Hospital Ltd is a multi disciplinary Hospital, it is committed to provide

best health service; it’s always tried to develop themselves with the best doctors and equipments.

At present it does have world class equipments and bringing all the new equipments. As we can

see the Hospital has most of the major departments and many of them will open soon, its target is

to provide all the health care services in the world.

United Hospital Ltd is a long cherished dream of world-class health service provider in

Bangladesh has come true. We believe in building a healthy nation by healthy people. United

Hospital Limited is enriched with a dedicated team of competent medical professionals, trained

nurses and staffs to provide a complete health solution. We strongly desire to be the trendsetter

in providing quality and complete treatment and are committed to rendering medical services

better than the best. As such the latest medical equipments with the state of the art technology are

in place to facilitate the complete treatment. United hospital is one of the largest private hospitals

in Bangladesh with over 450 beds capacity spread across a total covered area of approximately

45,000 sft. Currently United Hospital is planning to establish a nurse hostel.

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Background and Location

United Hospital Limited was born out of a vision to provide a complete and one-stop healthcare

solution to the people of Bangladesh. Opening its doors in August 2006 and situated besides the

picturesque Gulshan Lake, this hospital is one of the largest private sector healthcare facilities in

Bangladesh. With a capacity to house over 450 patients and established across a total covered

area of over 400,000 square feet, the hospital has 11 state of the art operation theatres to cater to

the needs of our varied patient base.

Our departments of cardiology, cardiac surgery, oncology, gynecology, orthopedic and

pediatrics are staffed by the most esteemed doctors in their respective fields. As an example, a

glimpse at our cardiology department would reveal that till date we have conducted over 5440

open heart surgeries and over 22169 angiograms and angioplasty operations. That’s over 4-6

heart related surgeries per day alone since our inception.

With their technology and their expertise, and with the support of their friendly staff, they strive

each day to be the number one health care provider, not only within Bangladesh but within the

Asia-Pacific region.

History of United Hospital Limited

Incorporated as Continental Hospital (Pvt.) Ltd, a private limited

company on10/04/1985

Initial promoters of Continental Hospital Limited 10

The authorized capital oh CHL during incorporation Tk. 1.0 crore

Signed Agreement with CP Kukreja International Pvt. Ltd. New Delhi,

India (a Hospital architect) and Project Management Agreement with

Indian Hospital Corporation on

In October 1993

Signed Management Agreement with International Healthcare Group,

UK on23/09/1999

United Group took over the Management of the Continental Hospital on 21/01/2004

Conversion from Public to Private Limited Company 29/08/2004

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The Authorised Capital of the company raised to Tk 200 Crore

The Change of Name of Hospital from Continental Hospital Limited to

United Hospital Limited on28/06/2005

Construction commenced in October 2004

Hospital formally inaugurated in August 2006

United Hospital Board of Directors

Name Post

Mr. Hasan Mahmood Raja Chairman

Mr. Ahmed Ismail Hossain Vice Chairman

Mr. Faridur Rahman Khan Managing Director

Mr. Khandakar Moinul Ahsan Director

Mr. Akhter Mahmud Rana Director

Mr. Abul Kalam Azad Director

Mr. Khaled S Ahmed Director

Maj (Retd) Dr. Rezanul Haque Director

Mr. Moinuddin Hasan Rashid Director

Mr. Abdul Awal Mintoo Director

Humayun Kabir Director

Mr. Saifur Rahman Director

Mr. Nasiruddin Ahmad Chowdhury Director

Mr. Md Badrul Ahsan Director

Najmul Hasan Director

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Mission

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Their number one priority is to provide us with high quality healthcare in a friendly and

compassionate environment. They are committed to …

Quality

Operating at the highest standards of safe and ethical practices and demonstrating continuous

improvement.

Effectiveness

Selecting the most appropriate services to produce the desired health outcomes.

Integration

Providing clear pathways by ensuring collaboration, consultation, effective communication with

health service providers.

Caring for the Community

Promoting health and providing care based on a commitment to well being of the patients.

Caring for our staff

Caring for the health of our staff and developing a culture of trust, and training for personal

growth.

Research and Training

Providing an environment that promotes personal development, learning and research.

Vision

Their vision is:

To be the hospital of choice for patients, physicians and employees in Bangladesh

because of our preeminent patient care and teaching programs.

To be well recognized as a technology leader in Dhaka.

To be a prominent community member known for meeting the healthcare needs of the

entire community through incomparable patient care and wellness programs.

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Objectives

Their main objective is “To improve the health status and socioeconomic conditions of the

people of Bangladesh and beyond by being a key provider of quality healthcare”

Besides this,

To consolidate core areas of in-patient, out-patient and community based health services

delivery

To consolidate and introduce a select number of specialized services directly expected to

improve patients care, physiotherapy, clinical pastoral care, etc

To secure, train and retain a sufficient number of qualified satisfied and committed

personnel through development of comprehensive human resources strategic plan

To re-orient and improve hospital activities towards quality of service and humanity of

care

To improve the efficiency of services and health information system and communication

SWOT Analysis

Strengths Weakness

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Founder is the United Group, with

sound management and financial

support.

Management partnership with KPJ

healthcare Berhad of Malaysia.

Larger premises with 450 beds.

State-of-the-Art equipments.

Provides modern day healthcare

facilities.

Integrated hospital information system.

Own Blood Bank and Incubator

facility.

Doctors and physicians with oversea

degrees.

Not projecting to the general public.

New in the business compared to the

competitors.

Poor visibility of the hospital location.

Exterior of the building perceives as a

five starred hotel.

Webpage is poorly constructed.

Has not yet focused on promotional

activities.

Opportunities Threats

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Extensive promotional activities.

Online appointment services.

Introducing more specialties i.e. Eye-

care, Microbiology, Geriatrics etc.

Hiring Foreign Physicians.

Geographical expansion by launching

information centers.

Multi-lingual help desk and hotline

services.

Social responsibilities and social

awareness program.

Ambulance service with a standing

physician.

Healthcare seminars.

Helipad and helicopter ambulance

services.

Renowned competitors.

Competitive pricing.

Extensive advertising by the

competitors.

Overseas hospitals.

Increased Tax rate on imported

equipments and on income.

Restriction on recruiting foreign

doctors and rules on recruiting local

physicians.

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Department and Specialty Areas

Current Services

Anesthesiology Laboratory

Blood Bank Neonatology

Cardiac Surgery Nephrology and Dialysis

Cardiology Neuro Surgery

Endocrinology Obstetrics and Gynecology

ENT Orthopedic Surgery

Gastroenterology Pediatrics

General Surgery Physiotherapy and Rehabilitation

Hematology Radiology and Imaging

Internal Medicine Urology

Oncology Neurology

Nuclear Medicine Ophthalmology

Dental Psychiatry

Dermatology Rheumatology

Medical Oncology Respiratory Medicine

Descriptions of the Departments

Cardiology:

The Cardiology Department at United Hospital was set up in October 2006.

Currently the department has three Consultants and seven Specialist level staff in addition

to large number of junior doctors and various types of Technicians.

The department has provided medical facilities to over 15,000 patient and has performed

over 22,000 intervention procedures in 68 months.

The department is supported with 22 CCU/ HDU beds in addition to general beds.

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Equipment include 2 nos. Cathlabs, 1 no CT Angio, including ECG, Echo, ETT, Holter

facilities.

Mother and Child Care Center:

Their Mother and Child care centre offers us specialized service under renowned proficient and

skilled doctors to ensure our baby is in safe hands. They have 24 hours Obstetrics and

Gynecology, Neonatal and Pediatrics emergency service with the following facilities:

State of the art operation theatre

Neonatal & Pediatrics ICU

Nursery

Neonatal & Pediatrics cardiac care

Phototherapy unit

Follow up clinic for high risk newborns

Parental nutrition

Nephrology:

The Division of Nephrology at United Hospital works closely with other specialists, including

cardiologists, endocrinologists, pharmacists, nurses to deliver high-quality, cost-effective care to

patients who suffer from problems involving the kidneys.

UHL treats nephrology disease, including:

Chronic kidney disease

Critical care nephrology

Diabetic nephropathy

Kidney failure

Kidney stone disease

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Intensive Care Unit:

They provide state of the art specialized personal care for every critical patient on 1:1 basis

nursing service supervised by trained ICU doctors 24 hours a day, 7 days a week.

Their ICU Services & Facilities are:

24 hours supervision under-guidance of highly trained consultant with 10 year overseas

experience in ICU.

24 hours trained nursing staff for each individual patient.

Central monitoring system.

Portable X-ray machine within ICU

Facility to implant temporary pacemaker

Hi-tech vital sign monitor for every patient

Supporting Facilities

We have 4 Ambulances, 2 are equipped with all types of support required for cardiac

patients.

Ambulance support is provided countrywide.

Emergency department has instant access to our Consultants and other departments.

UHL has its own Radiology and Pathological departments for instant diagnosis, including

a licensed Blood Bank.

We have our own power generation capacity of 2.4 MW.

In-house F&B facility to cater 1500 meals per day.

In house laundry and housekeeping services to satisfy patients.

Promotional activities of United Hospital Limited

Effective hospital marketing is challenging. A smart and sensible advertising and marketing

campaign can include an interesting media mix such as print advertising, television, radio

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commercials and placed press releases. A smart radio commercial can create awareness but is

even more powerful when combined with a television commercial. Keeping the facility, nurses,

physicians and other healthcare providers’ top of mind creates awareness and support from

within the institution and community. Moreover, patients are the best resources for marketing

ones hospital. Recently United Hospital is doing lots of promotional activities, including massive

two years celebration and Hospital Documentary in TV Channels.

Nonetheless, Apollo Hospital Dhaka has projected directly to their target market with its vast

range of services and specialists. But this proposal would help United Hospital Limited to focus

on the bottom approach by implementing “pull strategy”, with extensive publicity and social

awareness. Since Apollo Hospital Dhaka is a Multi-national Hospital with a global vision,

United Hospital can emphasis their vision locally by adding more value to their services.

Services and facilities of United Hospital

Introducing helipad and helicopter services and having ambulance booth at few of the busiest

locations in Dhaka city, to avoid traffic jam hassle. The ambulance can have immediate standing

doctors or physician present. Promoting “Health Tourism” with few of the popular tourism

agencies in the country can add value to its services. Geographical expansion as Apollo has

initiated with Information Centers in Rangpur, Chittagong, Sylhet and many other districts, can

generate more awareness. The hospital building is a purpose built facility, accommodating 450

beds in wards, cabins, emergency, ICUs, CCUs, ICCUs and other facilities. The hospital has 6

patient lifts, 2 visitors lift and 1 VIP lift. They also have their own secured parking facilities for

over 350 vehicles so that the visitors can have a peace of mind when they visit their dear and

loved ones or when they come for medical checkups.

Reliable Automation

The hospital has a total of 12 Operation Theatres and 2 Cathlab.

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These include: 4 General OTs, 4 Cardiac OTs, 3 Gynae & Caesarean OT, 1 Emergency

Procedure OT, 2 Cathlabs.

Various facilities in the hospital are monitored through a building management system (BMS).

The floors throughout the hospital are covered with anti-static, non-abrasive and anti-bacterial

vinyl material. The Operating Theater are pre-fabricated with a structural steel shell and join-less

sealed sterile coating. The electrically operated ICU beds are fully automated with battery

backup. The modular patient monitoring systems are fully automated with remote control option.

All the ICUs including the isolation room, to quarantine patients with contagious disease, are

lack facing and have fully automated nurse call system to monitor patients and provide instant

service.

United Hospital has set up a specially designed state-of-the art Integrated Hospital Information

System to record and monitor all activities and to store patient information in digital format for

ease of access and long time storage.

Medical and Professional services

Blood Bank

Many patients are eligible to donate blood for their own use (autologous donar) (autologous =

Derived or transferred from the same individual's body). We can ask our physician for

information about whether or not we can be an autologous donar.

Cardiac Rehabilitation

The Cardiac Rehabilitation program will assist us in achieving and maintaining a healthy life-

style. We will have the opportunity to learn more about our own cardiac disease. To become

more aware of our risk factors and we will be educated in the most beneficial way to exercise

after having a cardiac event.

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Cardiopulmonary

Certified therapists and technicians identify and treat breathing and lung problems, administering

breathing and oxygen treatments and monitoring patients requiring mechanical ventilation. The

department also provides ECG testing and EEG testing as well as a pulmonary rehabilitation

program.

Intensive Care Unit

Our Intensive Care Unit is designed to provide a concentration of skills, state-of-art equipment

and facilities. Highly skilled and specially trained critical care nurses directed by physicians and

supported by other members of our healthcare team are dedicated to delivering the highest level

of medical care possible.

Emergency Services

The Emergency Services Department is a 24-hour, full service emergency department,

responding promptly with the highest degree of commitment to delivering quality emergency

care. Specialty rooms are maintained to handle cases of cardiovascular illness, trauma,

orthopedic injuries and pediatric patients. Specially trained emergency nurses trained in Advance

Cardiac Life Support (PALS) support our physician.

Laboratory

The hospital offers a full service laboratory that is staffed 24 hours a day, seven days a week for

inpatient services. On Fridays and holidays, the laboratory is closed for outpatient services

except for the Emergency Department.

Maternity Centre

Having a baby is an important and exciting time. The team of Maternity Centre physicians and

nurses are proud to provide us with excellent care during this special time in our life.

Medical Records

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Medical records, both in digital format as well hard copies, are maintained for every individual

evaluated or treated at the hospital. Medical records furnish documentary evidence of the

hospital and are maintained for our benefit as well as that of the medical staff and the hospital.

Nutrition Services

Dieticians are available to help with any nutrition related questions or concerns we may have

about our diet. A wide variety of nutrition services are available and are individualized according

to patient needs.

Radiology and Imaging Services

The Radiology and Imaging Department provides extensive services to our patients including

mammography, diagnostic x-rays, ultrasound, CT scans and MRI.

Surgical Services

They offer a broad range of outpatients, same day and impatient surgeries. Their staff ensures

that we receive excellent care throughout our surgical procedure and hospital stay.

Proposed Integrated Marketing Communication Tools

Direct Marketing

Brochures:

Collective database with customer’s information with the help of house, response and complied

lists. The brochures can be delivered through mail or can be requested online. But currently

hospital marketing department is doing well with it.

Direct Response marketing:

Since in hospital business, every satisfied customer brings thousand new customers, therefore,

direct response advertising is to produce a clear response.

Print Media:

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Ads in newspaper or magazines inform the customers with a toll-free telephone number, so that,

all inquiries would be answered. They also distribute free standing cards to every local

dispensaries, ATMs and pharmaceuticals in order to familiarize the customer with their toll-free

telephone number, emergency number, web address etc.

Internet:

Building informative and interactive website could play a vital role in marketing. They also

promote online consultation program, where the doctors can seek second opinions on treatment

plans from KPJ (Kumpulan Perubatan Johor) healthcare Berhad of Malaysia. Out patients can

ask a question to any particular doctor through the use of Extranet.

Broadcast Media:

The Cable TV media is used to tap customer’s particular interest of healthcare services. The

advertisement would have both straight-forward and problem-solving message approach. The

message approach would have emotional appeal while targeting the customers but moral appeals

while projecting the hospital’s social responsibilities and awareness programs.

Social Responsibilities and Social Awareness

Healthcare awareness seminars and continual education programs can be arranged for the in and

out patients on monthly basis. They also arrange seminars such as “AIDS- Awareness” and

extend helping aide to “ACID-victims” and educate under-privileged woman in the country with

“Pregnancy and Precautions”.

They also publish “Health-Living” and booklets on such serious matters as AIDS, Heat-stroke

and Child-care etc, which use to create awareness among the out-patients and also help in

patients.

Public Relation

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To enhance the image of the hospital, more publicity, news-conference, sponsoring events such

as “Blood donation”, “Concert for AIDS awareness” etc can significantly boost United

Hospital’s image. Also, whenever the doctors perform pioneering surgeries or winning awards

for their achievements, United Hospital Ltd. can use the media to peach their success.

Sales Promotion

Price Deals

Price Deals for senior citizen:

A discounted price would be provided to senior and elderly citizens of Bangladesh, such

as, they can save up to 20% on their drug prescription, meal discount.

Price deals for pregnancy:

25% discounts can be provided to pregnant patients if they are willing to receive routine

treatment from the beginning of their pregnancy till the birth.

Referral Price deals:

Local dispensaries, pharmaceuticals and doctors will be contracted and requested to

recommend United Hospital for further check-ups. For which the returning patients will

receive 5% discounts and the local doctors, pharmaceuticals will receive another 5%

bonus for per patient.

Office employer price deals:

An agreement between the hospital and with several individual organizations with in-

house medical centers, to recommend the hospital services to their employees and may

receive a 20% discount.

Mass-Media Advertising

Target audience:

Affluent citizens of Bangladesh and the upper to upper-middle class people.

Message:

“Serving the better than the best, satisfying the healthcare expectation of the community.”

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Media:

TV, Billboard, Radio, Transit signs, mode of transportations, Prints, Internet.

TV Ad:

Through Cable TV channels, as Apollo and Labaid have both followed relatively similar TV

advertisement patterns, United Hospital will project the ad from a different angle. The ad would

have both moral and emotional appeals to it. Rather then, broadcasting only the emotional

appeals as family value and fear of losing someone. United Hospital would underline the moral

appeal of Nurture= Dream fulfillment and emotional appeal would show how the doctors, nurses

and staffs are tied together to save one’s life. The time slots to broadcast are during the prime

time from 7:00 pm to 12:00 pm, 5 advertisement schemes will be telecasted. During day hour

only one will be telecasted. United Hospital recently went to TV with a 25 mins hospital

documentary. This is just a begging, hospital can now make commercial add, buy news

sponsorship etc.

Billboard:

Transit signs, Billboards and Bus-Body can be used to advertise the image of Hospitals.

Billboards suggesting social well-fare as “AIDS”, “Blood-Donation” and “Cancer” can also be

effective. This billboard will be effective in important place of the city.

Print Media:

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Newspaper, Magazines on health issues, car sticker can be used to spread the image of the

hospitals. The advertisements will appear on the right hand page. Free-standing cards,

leaflet/booklets and brochures distribution.

Internet:

Though, internet has not yet earned its popularity in Bangladesh. But hyper-linking the hospital’s

web address to various tourism sites in Bangladesh, hotels, airlines sites, online banking sites and

job sites, can grab the customers attentions. Accordingly, the web site needs to be properly

constructed, with additional services as “Online payment”, “Ask a doctor”, “Free online

consultation” etc.

Radio:

The Radio Media is still needs to be upgraded. United Hospital can advertise through such media

after the image has been established through the above proposed communication tool. Though

hospital already started promotional activities with “Radio Foorti”.

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PART 2

INTRODUCTION

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Introduction:

Knowledge about the patients' perception towards health care quality is one of the most

important steps towards introducing reforms in the health care sector. Against a background of

growing consumerism, satisfying patients has become a key task for all healthcare activities.

Satisfaction in service provision is increasingly being used as a measure of health system

performance. Customer satisfaction's importance is well-documented in the marketing literature

and is speedily gaining extensive recognition in the healthcare industry.

The SERVQUAL model, first developed by Parasuraman et al. (1988) has been widely tested as

a means of measuring customer perceptions of service quality. The SERVQUAL model contains

five dimensions, namely reliability, responsiveness, assurance, empathy and tangibility.

Research is required on the influence of hospital services on all customer responses, such as

perceived service quality, customer satisfaction and purchase intentions (Parasuraman and

Grewal, 2000; Jeong et al. , 2003). Many hospitals apply modern marketing ideas to serve

customer markets in a more efficient and effective way. An important strategic variable in this

respect is service quality. This paper attempts to explore the concept of service quality in a health

care setting through modifying the SERVQUAL model.

Marketing Unit is a very important part of the company. If the product (service) quality,

customer services and other relevant things are well arranged, then a marketing team can make

the company wealthy with reputation through marketing strategy and hard working. Through

observing the existing marketing activities, strategies and procedures I have decided to do a

research on “Measuring patient satisfaction level of United Hospital Limited”.

Literature review:

Service quality has become an important research topic in view of its significant relationship to

costs (Crosby, 1979), profitability (Rust and Zahorik, 1993), customer satisfaction (Boulding et

al., 1993), customer retention (Reichheld and Sasser, 1990), service guarantees (Kandampuly

and Butler, 2001), and financial performance (Buttle, 1996). Wan Edura Wan Rashid, Hj.

Kamaruzaman Jusoff,1 (2009) attempted to explore the concept of service quality in a health

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care setting. This paper probes the definition of service quality from technical and functional

aspects for a better understanding on how consumers evaluate the quality of health care. It adopts

the conceptual model of service quality frequently used by the most researchers in the health care

sector. Daniel Butler, Sharon L. Oswald, Douglas E. Turner (1996) investigated the effects of

demographic factors on users and observers of perceived hospital quality and noted that previous

research suggests the components of perceived service quality are industry specific, and that calls

have been made for academics to integrate their theory into practice. At the end the researcher

found that perceived quality is industry specific, users and observers differ in their perceptions of

hospital quality and demographic factors do make a difference in perceived hospital quality.

Objective of the study:

While preparing this report, I hope to have a great opportunity to have in depth knowledge of all

the marketing activities practiced by a modern hospital of Bangladesh. The research question

will be whether a periodic surveillance of quality of care brings about improvement in patient

satisfaction with health care services.

The study will seek to achieve the following specific objectives:

To estimate periodically levels of patient satisfaction through the use of the SERVQUAL

tool assessing the quality of care

To sensitize the management of the facility and the health providers to the needs of their

patients

To demonstrate an improvement in patient satisfaction through the use of this tool.

Significance of the study:

From the company’s perspective this study will help UHL to understand its position in terms of

satisfying its customers. It will help them to know which service attributes are most important for

the customers. They will be able to understand in which area of services UHL lack most and thus

improve the quality of their service. They will understand which customer groups are more

potential. They will also be able to know which treatment’s sector of UHL are mostly preferred

by the customers. This study will also help other hospitals and service organizations to

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understand the factors that affect the satisfaction level of the patients and thus they will be able

to improve their services.

Research model:

This study proposed that hospital service quality dimensions include reliability, responsiveness,

trust and personalization, and moreover developed a research model for understanding the

perceptions of rational customers regarding hospital services. The model proposed that hospital

service quality dimensions are casually linked to the level of customer satisfaction and in turn

influence customer purchase decision. The Hospital Service Quality Dimension is as follows:

Research Methodology:

Items for measuring reliability, responsiveness, trust and personalization employed several

dimensions of the SERVQUAL model. All items will be measured using a 4 point Likert-type

scale (named by dissatisfied, somewhat satisfied, satisfied and strongly satisfied) which will

generate statistical measurements of patients’ attitudes and opinions regarding hospital’s service

quality.

To do my research and to accomplish my objectives I have to go through different sources and I

will use the both primary and the secondary sources to collect the most appropriate information.

The "Primary Sources" are as follows through questionnaire survey

My target customers are: Patients of UHL

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Responsiveness

Trust

Personalization

Customer Satisfaction

Purchase intentions

Reliability

The sample size is 120 because it is time consuming

The "Secondary Sources" of information are:

Official website of United Hospital Limited

Publications on United Hospital Limited

Journals (various book, articles, compilations)

Limitations:

Most of the time patients are not that friendly to fill up questionnaire or to talk for a little

while.

To measure the visibility, a sample survey is conducted which may not represent the

entire population.

Every organization has their own secretary that is not revealed to others. While collecting

data, sometimes they might not disclose much information for the sake of confidentiality

of the organization.

Marketing Department of this organization is still not fully constructed, which may limit

the on-hand marketing practice.

Page | 31

DATA ANALYSIS & FINDINGS

Page | 32

Frequency Test :

1. Age

Age

Frequency Percent Valid Percent

Cumulative

Percent

Valid 1-15yrs 7 5.8 5.8 5.8

16-30yrs 23 19.2 19.2 25.0

31-45yrs 34 28.3 28.3 53.3

46-60yrs 34 28.3 28.3 81.7

61+yrs 22 18.3 18.3 100.0

Total 120 100.0 100.0

Interpretation:

The table and bar chart illustrated above shows frequency distribution of gender of the

respondents. Out of total 120 respondents, 7 respondents were between the age group 1-15 years,

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23 were between 16 to 30, 34 were between the age group 31 to 45, 34 were between 46 to 60

and 22 were above 61 years.

2. Gender

Gender


Cumulative

Percent

Valid male 75 62.5 62.5 62.5

female 45 37.5 37.5 100.0

Total 120 100.0 100.0

Interpretation:

The table and bar chart illustrated above shows frequency distribution of gender of the

respondents. Out of total 120 respondents, 75 respondents were male and 45 respondents were

Page | 34

female. If we convert it to percentage figure, male respondents constitute 62.5% and on the other

hand, female respondents constitute 37.5% of the total respondents.

3. When I have a problem, the hospital show a sincere interest in solving it

When i have a problem, the hospital shows a sincere interest in solving it

Frequency Percent Valid Percent Cumulative Percent

Valid dissatisfied 8 6.7 6.7 6.7

somewhat satisfied 28 23.3 23.3 30.0

satisfied 54 45.0 45.0 75.0

strongly satisfied 30 25.0 25.0 100.0

Total 120 100.0 100.0

Interpretation:

Page | 35

As per the variable “When I have a problem, the hospital shows a sincere interest in solving

it” and the factors were classified into four prime categories and those were dissatisfied,

somewhat satisfied, satisfied and strongly satisfied. Out of 120 respondents a majority went for

satisfied. The factors like Satisfied had taken 45%, Strongly satisfied 25%, Somewhat satisfied

had 23% and Dissatisfied had taken 6.7%. So, when patients have a problem, the hospital shows

a sincere interest in solving it has been proved.

4. The facilities are clean, comfortable and attractive

The facilities are clean, comfortable and attractive

Frequency Percent Valid Percent Cumulative Percent



satisfied 50 41.7 41.7 68.3


Total 120 100.0 100.0

Page | 36

Interpretation:

As per the variable “The facilities are clean, comfortable and attractive” and the factors were

classified into four prime categories and those were dissatisfied, somewhat satisfied, satisfied

and strongly satisfied. Out of 120 respondents a majority went for satisfied. The factors like

Satisfied had taken 41.7%, Strongly satisfied 31.7%, Somewhat satisfied had 22.5% and

Dissatisfied had taken 4.2%. So, the facilities are clean, comfortable and attractive has been

proved.

5. We feel safe in getting treated by the doctors

We feel safe in getting treated by the doctors


Cumulative

Percent



satisfied 57 47.5 47.5 70.8


Total 120 100.0 100.0

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Interpretation:

As per the variable “We feel safe in getting treated by the doctors” and the factors were




Dissatisfied had taken 7.5%. So, we feel safe in getting treated by the doctors has been proved.

6. The hospital has adequate security system

The hospital has adequate security system


Cumulative

Percent



satisfied 56 46.7 46.7 73.3


Total 120 100.0 100.0

Page | 38

Interpretation:

As per the variable “The hospital has adequate security system” and the factors were




Dissatisfied had taken 3.3%. So, The hospital has adequate security system has been proved.

7. Hospital staffs give prompt attention

Hospital staffs give prompt attention


Cumulative

Percent



satisfied 46 38.3 38.3 67.5


Total 120 100.0 100.0

Page | 39

Interpretation:

As per the variable “Hospital staffs give prompt attention” and the factors were classified into

four prime categories and those were dissatisfied, somewhat satisfied, satisfied and strongly

satisfied. Out of 120 respondents a majority went for satisfied. The factors like Satisfied had

taken 38.3%, Strongly satisfied 32.5%, Somewhat satisfied had 20% and Dissatisfied had taken

9.2%. So, hospital staffs give prompt attention to the patients has been proved.

8. Hospital staffs treat me with respect

Page | 40

Hospital staff treat me with respect


Cumulative

Percent



satisfied 52 43.3 43.3 73.3


Total 120 100.0 100.0

Interpretation:

As per the variable “Hospital staff treat me with respect” and the factors were classified into



taken 43.3%, Strongly satisfied 26.7%, Somewhat satisfied had 24.2% and Dissatisfied had taken

5.8%. So, hospital staffs treat their patients with respect has been proved.

9. Hospital staff helps according to my need

Page | 41

Hospital staff helps according to my need


Cumulative

Percent



satisfied 45 37.5 37.5 66.7


Total 120 100.0 100.0

Interpretation:

As per the variable “Hospital staff helps according to my need” and the factors were classified

into four prime categories and those were dissatisfied, somewhat satisfied, satisfied and strongly



5.8%. So, hospital staffs help their patients according to their need has been proved.

10. Doctors are available to me when I need

Page | 42

Doctors are available to me when I need


Cumulative

Percent



satisfied 52 43.3 43.3 66.7


Total 120 100.0 100.0

Interpretation:

As per the variable “Doctors are available to me when I need” and the factors were classified




5.0%. So, doctors are available to the patients according to their need has been proved.

11. The services I need are completely available

Page | 43

The services I need are completely available


Cumulative

Percent



satisfied 50 41.7 41.7 71.7


Total 120 100.0 100.0

Interpretation:

As per the variable “The services I need are completely available” and the factors were




Dissatisfied had taken 8.3%. So, The services the patients need are completely available has been

proved.

12. Any complaints I have about the bill are handled well

Page | 44

Any complaints I have about the bill are handled well


Cumulative

Percent



satisfied 52 43.3 43.3 73.3


Total 120 100.0 100.0

Interpretation:

As per the variable “Any complaints I have about the bill are handled well” and the factors

were classified into four prime categories and those were dissatisfied, somewhat satisfied,

satisfied and strongly satisfied. Out of 120 respondents a majority went for satisfied. The factors

like Satisfied had taken 43.3%, Strongly satisfied 26.7%, Somewhat satisfied had 25% and

Dissatisfied had taken 5%. So, any complaints the patients have about the bill are handled well

has been proved.

13. Hospital staffs are caring and pleasant to deal with

Page | 45

Hospital staff are caring and pleasant to deal with


Cumulative

Percent



satisfied 48 40.0 40.0 69.2


Total 120 100.0 100.0

Interpretation:

As per the variable “Hospital staffs are caring and pleasant to deal with” and the factors were



Satisfied had taken 40%, Strongly satisfied 30.8%, Somewhat satisfied had 22.5% and

Dissatisfied had taken 6.7%. So, Hospital staffs are caring and pleasant to deal with the patients

has been proved.

14. The support activities (counter dealing, communication etc) are excellent

Page | 46

The support activities (counter dealing, communication etc) are excellent


Cumulative

Percent



satisfied 57 47.5 47.5 73.3


Total 120 100.0 100.0

Interpretation:

As per the variable “The support activities (counter dealing, communication etc) are

excellent” and the factors were classified into four prime categories and those were dissatisfied,


satisfied. The factors like Satisfied had taken 47.5%, Strongly satisfied 26.7%, Somewhat

satisfied had 22.5% and Dissatisfied had taken 3.3%. So, the support activities are excellent to

the patients has been proved.

15. After being discharged, I am able to stay in contact with the hospital easily

Page | 47

After being discharged, I am able to stay in contact with the hospital easily


Cumulative

Percent



satisfied 52 43.3 43.3 70.0


Total 120 100.0 100.0

Interpretation:

As per the variable “After being discharged, I am able to stay in contact with the hospital

easily” and the factors were classified into four prime categories and those were dissatisfied,


satisfied. The factors like Satisfied had taken 43.3%, Strongly satisfied 30%, Somewhat satisfied

had 21.7% and Dissatisfied had taken 5.0%. So, after being discharged, the patients are able to

stay in contact with the hospital easily has been proved.

Hypothesis:

Page | 48

This study used the revised SERVQUAL scale items to establish dimensions of hospital service

quality through reliability, responsiveness, trust and personalization. The relationship among the

hospital service quality dimensions, overall service quality and customer satisfaction is

hypothesized and discussed below:

Reliability:

Reliability in hospital service quality positively influences patient satisfaction.

As per the variable “When I have a problem, the hospital shows a sincere interest in solving

it” and the factors were classified into four prime categories and those were dissatisfied,


satisfied. The factors like Satisfied had taken 45%, Strongly satisfied 25%, Somewhat satisfied

had 23% and Dissatisfied had taken 6.7%. So, when patients have a problem, the hospital shows

a sincere interest in solving it has been proved.

As per the variable “The facilities are clean, comfortable and attractive” and the factors were




Dissatisfied had taken 4.2%. So, the facilities are clean, comfortable and attractive has been

proved.

As per the variable “We feel safe in getting treated by the doctors” and the factors were




Dissatisfied had taken 7.5%. So, we feel safe in getting treated by the doctors has been proved.

As per the variable “The hospital has adequate security system” and the factors were



Page | 49


Dissatisfied had taken 3.3%. So, The hospital has adequate security system has been proved.

So through surveying on these four variables, we can prove that the hospital is reliable and

it positively influences patient satisfaction.

Responsiveness:

As per the variable “Hospital staffs give prompt attention” and the factors were classified into



taken 38.3%, Strongly satisfied 32.5%, Somewhat satisfied had 20% and Dissatisfied had taken

9.2%. So, hospital staffs give prompt attention to the patients has been proved.

As per the variable “Hospital staff treat me with respect” and the factors were classified into




5.8%. So, hospital staffs treat their patients with respect has been proved.

As per the variable “Hospital staff helps according to my need” and the factors were classified




5.8%. So, hospital staffs help their patients according to their need has been proved.

So through surveying on these three variables, we can prove that the hospital is highly

responsive to the patients and it positively influences patient satisfaction.

Trust:

As per the variable “Doctors are available to me when I need” and the factors were classified



Page | 50


5.0%. So, doctors are available to the patients according to their need has been proved.

As per the variable “The services I need are completely available” and the factors were




Dissatisfied had taken 8.3%. So, The services the patients need are completely available has been

proved.

As per the variable “Any complaints I have about the bill are handled well” and the factors

were classified into four prime categories and those were dissatisfied, somewhat satisfied,

satisfied and strongly satisfied. Out of 120 respondents a majority went for satisfied. The factors

like Satisfied had taken 43.3%, Strongly satisfied 26.7%, Somewhat satisfied had 25% and

Dissatisfied had taken 5%. So, any complaints the patients have about the bill are handled well

has been proved.


trustable to the patients and it positively influences patient satisfaction.

Personalization:

As per the variable “Hospital staffs are caring and pleasant to deal with” and the factors were



Satisfied had taken 40%, Strongly satisfied 30.8%, Somewhat satisfied had 22.5% and

Dissatisfied had taken 6.7%. So, Hospital staffs are caring and pleasant to deal with the patients

has been proved.

As per the variable “The support activities (counter dealing, communication etc) are

excellent” and the factors were classified into four prime categories and those were dissatisfied,


satisfied. The factors like Satisfied had taken 47.5%, Strongly satisfied 26.7%, Somewhat

Page | 51

satisfied had 22.5% and Dissatisfied had taken 3.3%. So, the support activities are excellent to

the patients has been proved.

As per the variable “After being discharged, I am able to stay in contact with the hospital

easily” and the factors were classified into four prime categories and those were dissatisfied,


satisfied. The factors like Satisfied had taken 43.3%, Strongly satisfied 30%, Somewhat satisfied

had 21.7% and Dissatisfied had taken 5.0%. So, after being discharged, the patients are able to

stay in contact with the hospital easily has been proved.


personalized with the patients and it positively influences patient satisfaction.

Page | 52

RECOMMENDATION & CONCLUSION

Page | 53

Recommendation:

The authority should recruit more employees to serve the customers.

The salary of the worker need to be rise, as a result experienced people from other

hospital will be attracted to join United Hospital Limited.

Conflict behaviors between medical staffs and patients or their relatives should be

avoided in emergency room or outpatient department.

In addition to avoidance of individual heroism, department supervisors should work with

great enthusiasm and care for colleagues. Moreover, opportunities to receive education

and to grow up should be provided to create an environment for encouraging colleagues

to make progress and for performing their abilities and wisdoms.

As regards to patients’ requirements of both transferring treatment and transportation,

euphemistic explanations should be made to enable patients and their relatives to fully

understand standpoint of the hospital and necessity. In the case that patients require

hospitalization, medical staffs should explain in details based on patients’ conditions to

allow patients to achieve their purposes or to passably accept medical staffs’ suggestions,

even with a little dissatisfaction.

Structured questionnaire and open-ended questionnaire can be employed at regular

intervals for sampling survey on patients’ and their relatives’ opinions as well as

employee’s job condition on various services of the hospital. Furthermore, hospitals

should publicly respond to these opinions to improve communication channels between

the hospital and the common people monthly.

Hospital should provide some extra vehicles for the easy and fast movement of the

employees for their purpose of the official works.

Page | 54

Conclusion:

United Hospital is one of the leading health service providers in the country with a massive 450

beds capacity. As United Hospital Ltd is a multi disciplinary Hospital, it is committed to provide

best health service; it’s always tried to develop themselves with the best doctors and equipments.

At present it does have world class equipments and bringing all the new equipments. As we can

see the Hospital has most of the major departments and many of them will open soon, its target is

to provide all the health care services in the world.

This report tries to figure out most of the indicators of problems and strengths of United Hospital

Limited as a valid opponent in the competitive hospital sector of Bangladesh. A severe cut throat

competition is going on currently in this sector and that’s why United Hospital Limited has to

work out with different dimensions like product diversification, market forecasting etc.

From the learning and experience point of view I can say that I really enjoy my internship at

United Hospital Limited from the very first day. I am confident that this 12 weeks internship

program at United Hospital Limited will definitely help me to realize my further carrier in the

job market. I expect that United Hospital Limited may hold its prospect in future and can

contribute a vital role in the socio-economic prospective.

Page | 55

BIBLIOGRAPHY

• www.uhlbd.com

• www.wikipedia.org

Page | 56

http://www.uhlbd.com/

APPENDIX

Page | 57

Questionnaire

Name (optional): _____________________________________

Age: _______________________

Gender: ▫ Male ▫ Female

Item

no.

Dimensions of

quality of careItems

Level of satisfaction

Dissati

sfied

Some

what

satisfi

ed

Satisf

ied

Stron

gly

satisfi

ed

01. Reliability

When I have a problem, the hospital show a sincere

interest in solving it

The facilities are clean, comfortable and attractive

We feel safe in getting treated by the doctors

The hospital has adequate security system

02. Responsiveness

Hospital staffs give prompt attention

Hospital staff treat me with respect

Hospital staff helps according to my need

03. Trust

Doctors are available to me when I need

The services I need are completely available

Any complaints I have about the bill are handled well

04. Personalization

Hospital staff are caring and pleasant to deal with

The support activities (counter dealing, communication

etc) are excellent

After being discharged, I am able to stay in contact with

the hospital easily

Page | 58

________Thanks for your

patience________

SFO Conference’ 2012 @ Hotel Radisson

14-15 December, 2012

Page | 59

____________________________________________________

Page | 60

internship report on united hospital limited(nazmur rahman, october to december, 2012)

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