2.4.2 Reliability Dimension
In general, reliability dimension reflects the consistency and dependability of a hospital 's performance. Does the hospital provide the same level of service time after time or does quality dramatically vary with each encounter? Does the hospital keep its promises, bill its patients accurately, keep accurate records and perform the service correctly the first time? Nothing can be more frustrating for patients than unreliable service providers. If patients are satisfied with the reliability of a particular hospital, it may lead to patient loyalty.
2.4.3 Responsiven ess Dimension
Responsiveness reflects a service hospital commitment to provide its services in a timely manner. As such, the responsiveness dimension of SERVQUAL Concerns the willingness and/or readiness of employees to provide a service. Occasionally, patients may encounter'a situation in which emnployees are engaged in their own conversations with one another while ignoring the needs of the patient. Obviously, this is an example of unresponsiveness. Responsiveness also reflects the preparedness of the hospital to provide the service and can lead to patient satisfaction, which in the long run may lead to patient loyalty.
2.4.4 Assurance Dimension
SERVQUAL's assurance dimension addresses the competence of the hospital, the courtesy it extends to its patients and the security of its operations. Competence pertains to the hospital knowledge and skill in performing its service. Does the hospital possess the required'skills to complete the service on a professional basis? Courtesy refers to how the hospital personnel interact with the patient and the patient's possessions. As such, courtesy reflects politeness, friendliness and consideration for the patient's property. Security is also an important component of the assurance dimension and reflects a patient's feelings that he or she is free from danger. risk and doubt. Confidentiality issues (for exanmple, are my medical records at the hospital center kept private?) and assurance can lead to patient satisfaction and also satisfaction may lead to patient loyalty.
2.4.5 Empathy Dimension
Empathy is the ability to experience another's feelings as one's own. Empathetic hospitals have not lost touch of what it is like to be a patient of their own hospital. As such, empathetic hospitals understand their patients' needs and make their services accessible to their patients. In contrast, hospitals that do not provide their patients individualized attention when requested and offer operating hours convenient for the hospital and not its patients fail to demonstrate empathetic behaviors.
The construct service quality in this research framework comprised five service quality model by Parasuraman, et al. (1991), which was tangibility, reliability, responsiveness, Assurance and empathy.
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