Managing Service Quality, Emotions and Experience in Healthcare Industry: A Proposed Framework

Undoubtedly, the service sector will continue to play a contributing role in Malaysia's economy, and one of potential key player is the healthcare industry. Lots of attention on expanding the modern services of one of the key subsectors which is the private healthcare. There is limited data that indicate how the quality of services offered impact patients' experience in the obstetrics service in Malaysia. This study aims to develop a conceptual model to link the service quality (doctor's knowledge, nurse professionalism and diagnostic procedures), emotions, and patient experience towards obstetrics services in private healthcare in Malaysia. The conceptual model is developed from the combination of the literature related to technical service quality to patient experience via the mediating effect of emotion. Knowledge about patient experience within obstetrics service allows service to develop and improve in line with patient needs and expectation. Therefore, an extensive literature review was conducted and the approach to the topic was conceptualized into a proposed research framework for future study. Patient experience is one of the fundamental determinants of healthcare quality. Loyalty among patients comes from customers' positive experience and it is extremely an important aspect in ensuring the sustainability of private hospitals in the Malaysia. Patients' direct experience of care process through clinical encounters or as an observer (eg, as a patient on a hospital ward) can provide valuable insights into everyday care. Through this study, the management of the obstetric wards will be able to identify the technical service quality dimensions that will help in improving the patient positive experience.