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: nazmur_2007@yahoo.com Date of Submission: 30/12/2012

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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
OVERVIEW OF ORGANIZATION (United Hospital Limited) 1. Overview of United Hospital Limited 2. Background and location 3. History of United Hospital Limited 4. United Group Board of Directors 5. Organogram of United Hospital Limited 6. Mission 7. Vision

PAGE NO.
8-26

8 9 9-10 10 11 12 12-13 13 14-15 16 16-18 18 19 19 20 20-22 22-23

PART - 1

8. Objectives 9. SWOT Analysis 10. Department and Specialty Areas 11. Descriptions of the Departments 12. Supporting Facilities 13. Promotional activities of United Hospital Limited 14. Services and facilities of United Hospital 15. Reliable Automation 16. Medical and Professional services 17. Proposed Integrated Marketing Communication Tools

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18. Social Responsibilities and Social Awareness 19. Public Relation 20. Sales Promotion 21. Mass-Media Advertising INTRODUCTION 1. Introduction 2. Literature review 3.Objective of the study 4. Significance of the study 5. Research model 6. Research methodology

23-24 24 24 24-26 28-31 28 28-29 29 29-30 30 30-31 31 33-51 33-47 48-51 52-54 53 54

PART - 2

7. Limitations DATA ANALYSIS & FINDINGS 1. Frequency Test 2 .Hypothesis RECOMMENDATION & CONCLUSION 4.1 Recommendation 4.2 Conclusion 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; its 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. Thats 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 on Initial promoters of Continental Hospital Limited The authorized capital oh CHL during incorporation Signed Agreement with CP Kukreja International Pvt. Ltd. New Delhi, India (a Hospital architect) and Project Management Agreement with In October 1993 Indian Hospital Corporation on Signed Management Agreement with International Healthcare Group, UK on United Group took over the Management of the Continental Hospital on 23/09/1999 21/01/2004 10/04/1985 10 Tk. 1.0 crore

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Conversion from Public to Private Limited Company The Authorised Capital of the company raised to The Change of Name of Hospital from Continental Hospital Limited to United Hospital Limited on Construction commenced in Hospital formally inaugurated in

29/08/2004 Tk 200 Crore 28/06/2005 October 2004 August 2006

United Hospital Board of Directors Name

Mr. Hasan Mahmood Raja Mr. Ahmed Ismail Hossain Mr. Faridur Rahman Khan Mr. Khandakar Moinul Ahsan Mr. Akhter Mahmud Rana Mr. Abul Kalam Azad Mr. Khaled S Ahmed Maj (Retd) Dr. Rezanul Haque Mr. Moinuddin Hasan Rashid Mr. Abdul Awal Mintoo Humayun Kabir Mr. Saifur Rahman Mr. Nasiruddin Ahmad Chowdhury Mr. Md Badrul Ahsan Najmul Hasan

Post
Chairman Vice Chairman Managing Director Director Director Director Director Director Director Director Director Director Director Director Director

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Mission
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.
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To be a prominent community member known for meeting the healthcare needs of the entire community through incomparable patient care and wellness programs.

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

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SWOT Analysis
Strengths Founder is the United Group, with sound support. Management partnership with KPJ healthcare Berhad of Malaysia. Larger premises with 450 beds. State-of-the-Art equipments. Provides facilities. Integrated hospital information system. Own Blood Bank and Incubator modern day healthcare management and financial Weakness 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.

facility. Doctors and physicians with oversea degrees.

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Opportunities Extensive promotional activities. Online appointment services. Introducing more specialties i.e. Eyecare, Microbiology, Geriatrics etc. Hiring Foreign Physicians. Geographical expansion by launching information centers. Multi-lingual help desk and hotline services. Social responsibilities and social

Threats Renowned competitors. Competitive pricing. Extensive competitors. Overseas hospitals. Increased Tax rate on imported advertising by the

equipments and on income. Restriction on recruiting foreign

doctors and rules on recruiting local physicians.

awareness program. Ambulance service with a standing physician. Healthcare seminars. Helipad services. and helicopter ambulance

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Department and Specialty Areas Current Services

Anesthesiology Blood Bank Cardiac Surgery Cardiology Endocrinology ENT Gastroenterology General Surgery Hematology Internal Medicine Oncology Nuclear Medicine Dental Dermatology Medical Oncology Laboratory Neonatology Nephrology and Dialysis Neuro Surgery Obstetrics and Gynecology Orthopedic Surgery Pediatrics Physiotherapy and Rehabilitation Radiology and Imaging Urology Neurology Ophthalmology Psychiatry Rheumatology 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.

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 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. 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
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 Kidney failure Kidney stone disease

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.

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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 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.

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Reliable Automation
The hospital has a total of 12 Operation Theatres and 2 Cathlab. 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 lifestyle. We will have the opportunity to learn more about our own cardiac disease. To become
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more aware of our risk factors and we will be educated in the most beneficial way to exercise after having a cardiac event. 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.
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Medical Records 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 customers 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.
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Print Media: 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 customers 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 hospitals 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.

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Public Relation
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 Hospitals 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 inhouse 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.

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Message: Serving the better than the best, satisfying the healthcare expectation of the community. 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 ones 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.

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Print Media: 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 hospitals 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 companys 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 treatments 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:

Reliability

Responsiveness Trust Personalization

Customer Satisfaction

Purchase intentions

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 hospitals 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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 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.

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DATA ANALYSIS & FINDINGS

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Frequency Test:
1. Age
Age Cumulative Frequency Valid 1-15yrs 16-30yrs 31-45yrs 46-60yrs 61+yrs Total 7 23 34 34 22 120 Percent 5.8 19.2 28.3 28.3 18.3 100.0 Valid Percent 5.8 19.2 28.3 28.3 18.3 100.0 Percent 5.8 25.0 53.3 81.7 100.0

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, 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.
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2. Gender
Gender Cumulative Frequency Valid male female Total 75 45 120 Percent 62.5 37.5 100.0 Valid Percent 62.5 37.5 100.0 Percent 62.5 100.0

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 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.

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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 Valid dissatisfied somewhat satisfied satisfied strongly satisfied Total 8 28 54 30 120 Percent 6.7 23.3 45.0 25.0 100.0 Valid Percent 6.7 23.3 45.0 25.0 100.0 Cumulative Percent 6.7 30.0 75.0 100.0

Interpretation: 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.
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4. The facilities are clean, comfortable and attractive

The facilities are clean, comfortable and attractive Frequency Valid dissatisfied somewhat satisfied satisfied strongly satisfied Total 5 27 50 38 120 Percent 4.2 22.5 41.7 31.7 100.0 Valid Percent 4.2 22.5 41.7 31.7 100.0 Cumulative Percent 4.2 26.7 68.3 100.0

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.
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5. We feel safe in getting treated by the doctors

We feel safe in getting treated by the doctors Cumulative Frequency Valid dissatisfied somewhat satisfied satisfied strongly satisfied Total 9 19 57 35 120 Percent 7.5 15.8 47.5 29.2 100.0 Valid Percent 7.5 15.8 47.5 29.2 100.0 Percent 7.5 23.3 70.8 100.0

Interpretation: As per the variable We feel safe in getting treated by the doctors 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 47.5%, Strongly satisfied 29.2%, Somewhat satisfied had 15.8% and Dissatisfied had taken 7.5%. So, we feel safe in getting treated by the doctors has been proved.

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6. The hospital has adequate security system

The hospital has adequate security system Cumulative Frequency Valid dissatisfied somewhat satisfied satisfied strongly satisfied Total 4 28 56 32 120 Percent 3.3 23.3 46.7 26.7 100.0 Valid Percent 3.3 23.3 46.7 26.7 100.0 Percent 3.3 26.7 73.3 100.0

Interpretation: As per the variable The hospital has adequate security system 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 46.7%, Strongly satisfied 26.7%, Somewhat satisfied had 23.3% and Dissatisfied had taken 3.3%. So, The hospital has adequate security system has been proved.
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7. Hospital staffs give prompt attention

Hospital staffs give prompt attention Cumulative Frequency Valid dissatisfied somewhat satisfied satisfied strongly satisfied Total 11 24 46 39 120 Percent 9.2 20.0 38.3 32.5 100.0 Valid Percent 9.2 20.0 38.3 32.5 100.0 Percent 9.2 29.2 67.5 100.0

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.
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8. Hospital staffs treat me with respect

Hospital staff treat me with respect Cumulative Frequency Valid dissatisfied somewhat satisfied satisfied strongly satisfied Total 7 29 52 32 120 Percent 5.8 24.2 43.3 26.7 100.0 Valid Percent 5.8 24.2 43.3 26.7 100.0 Percent 5.8 30.0 73.3 100.0

Interpretation: As per the variable Hospital staff treat me with respect 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 24.2% and Dissatisfied had taken 5.8%. So, hospital staffs treat their patients with respect has been proved.
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9. Hospital staff helps according to my need

Hospital staff helps according to my need Cumulative Frequency Valid dissatisfied somewhat satisfied satisfied strongly satisfied Total 7 28 45 40 120 Percent 5.8 23.3 37.5 33.3 100.0 Valid Percent 5.8 23.3 37.5 33.3 100.0 Percent 5.8 29.2 66.7 100.0

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 satisfied. Out of 120 respondents a majority went for satisfied. The factors like Satisfied had taken 37.5%, Strongly satisfied 33.3%, Somewhat satisfied had 23.3% and Dissatisfied had taken 5.8%. So, hospital staffs help their patients according to their need has been proved.
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10. Doctors are available to me when I need

Doctors are available to me when I need Cumulative Frequency Valid dissatisfied somewhat satisfied satisfied strongly satisfied Total 6 22 52 40 120 Percent 5.0 18.3 43.3 33.3 100.0 Valid Percent 5.0 18.3 43.3 33.3 100.0 Percent 5.0 23.3 66.7 100.0

Interpretation: As per the variable Doctors are available to me when I need 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 33.3%, Somewhat satisfied had 18.3% and Dissatisfied had taken 5.0%. So, doctors are available to the patients according to their need has been proved.
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11. The services I need are completely available

The services I need are completely available Cumulative Frequency Valid dissatisfied somewhat satisfied satisfied strongly satisfied Total 10 26 50 34 120 Percent 8.3 21.7 41.7 28.3 100.0 Valid Percent 8.3 21.7 41.7 28.3 100.0 Percent 8.3 30.0 71.7 100.0

Interpretation: As per the variable The services I need are completely available 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 28.3%, Somewhat satisfied had 21.7% and Dissatisfied had taken 8.3%. So, The services the patients need are completely available has been proved.
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12. Any complaints I have about the bill are handled well

Any complaints I have about the bill are handled well Cumulative Frequency Valid dissatisfied somewhat satisfied satisfied strongly satisfied Total 6 30 52 32 120 Percent 5.0 25.0 43.3 26.7 100.0 Valid Percent 5.0 25.0 43.3 26.7 100.0 Percent 5.0 30.0 73.3 100.0

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.
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13. Hospital staffs are caring and pleasant to deal with

Hospital staff are caring and pleasant to deal with Cumulative Frequency Valid dissatisfied somewhat satisfied satisfied strongly satisfied Total 8 27 48 37 120 Percent 6.7 22.5 40.0 30.8 100.0 Valid Percent 6.7 22.5 40.0 30.8 100.0 Percent 6.7 29.2 69.2 100.0

Interpretation: As per the variable Hospital staffs are caring and pleasant to deal with 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 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.
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14. The support activities (counter dealing, communication etc) are excellent

The support activities (counter dealing, communication etc) are excellent Cumulative Frequency Valid dissatisfied somewhat satisfied satisfied strongly satisfied Total 4 27 57 32 120 Percent 3.3 22.5 47.5 26.7 100.0 Valid Percent 3.3 22.5 47.5 26.7 100.0 Percent 3.3 25.8 73.3 100.0

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, somewhat satisfied, satisfied and strongly satisfied. Out of 120 respondents a majority went for 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.
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15. After being discharged, I am able to stay in contact with the hospital easily

After being discharged, I am able to stay in contact with the hospital easily Cumulative Frequency Valid dissatisfied somewhat satisfied satisfied strongly satisfied Total 6 26 52 36 120 Percent 5.0 21.7 43.3 30.0 100.0 Valid Percent 5.0 21.7 43.3 30.0 100.0 Percent 5.0 26.7 70.0 100.0

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, 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 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.
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Hypothesis:
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, 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. 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. As per the variable We feel safe in getting treated by the doctors 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 47.5%, Strongly satisfied 29.2%, Somewhat satisfied had 15.8% and 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 classified into four prime categories and those were dissatisfied, somewhat satisfied, satisfied
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and strongly satisfied. Out of 120 respondents a majority went for satisfied. The factors like Satisfied had taken 46.7%, Strongly satisfied 26.7%, Somewhat satisfied had 23.3% and 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 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. As per the variable Hospital staff treat me with respect 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 24.2% and Dissatisfied had taken 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 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 37.5%, Strongly satisfied 33.3%, Somewhat satisfied had 23.3% and Dissatisfied had taken 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 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
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taken 43.3%, Strongly satisfied 33.3%, Somewhat satisfied had 18.3% and Dissatisfied had taken 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 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 28.3%, Somewhat satisfied had 21.7% and 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. So through surveying on these three variables, we can prove that the hospital is highly 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 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 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, somewhat satisfied, satisfied and strongly satisfied. Out of 120 respondents a majority went for satisfied. The factors like Satisfied had taken 47.5%, Strongly satisfied 26.7%, Somewhat

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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, 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 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. So through surveying on these three variables, we can prove that the hospital is highly personalized with the patients and it positively influences patient satisfaction.

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RECOMMENDATION & CONCLUSION

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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 employees 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.
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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; its 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 thats 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.

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BIBLIOGRAPHY

www.uhlbd.com www.wikipedia.org

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APPENDIX

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Questionnaire
Name (optional): _____________________________________ Age: _______________________ Gender: Male Female
Level of satisfaction Item no. Dimensions of quality of care
Dissati Some what satisfi ed Satisf ied Stron gly satisfi ed

Items

sfied

When I have a problem, the hospital show a sincere interest in solving it 01. Reliability The facilities are clean, comfortable and attractive We feel safe in getting treated by the doctors The hospital has adequate security system Hospital staffs give prompt attention 02. Responsiveness Hospital staff treat me with respect Hospital staff helps according to my need Doctors are available to me when I need 03. Trust The services I need are completely available Any complaints I have about the bill are handled well Hospital staff are caring and pleasant to deal with The support activities (counter dealing, communication 04. Personalization etc) are excellent After being discharged, I am able to stay in contact with the hospital easily

________Thanks for your patience________

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SFO Conference 2012 @ Hotel Radisson

14-15 December, 2012

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____________________________________________________

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