THE RELATIONSHIP BETWEEN QUALITY OF HEALTHCARE SERVICE AND CUSTOMER SATISFACTION-AN EXAMPLE OF HOSPITALS IN TAIWAN

A case study is presented to evaluate the image of service quality, customer satisfaction from the perspective of healthcare services. The study focuses on listening to the voice of patient (VOP), by using NUD* IST (N6) software for code-based inquiry and searching qualitative data. The findings, reflecting strengths and weaknesses attributes of healthcare service quality, are relevant to issues concerning healthcare in Taiwan. A concept map for patients' satisfaction about service quality process was depicted. Customer attributes is illustrated by the application of Kano's model of how customer satisfaction behaves and the relationship between customer satisfaction and the quality of healthcare services is analyzed. The results reveal that patients pay most attention on "physician care", and have less concern with "hospital costs". Healthcare managers need strategies to train physicians' and nurses' communication skills in order to enhance customer satisfaction.