Assesment of Vally Clinic

SERVICE MARKETING
Submitted To:
SIR LAEEQ HASSAN JASWAL
Submitted By:
Group Members:
Hammad Hussain FA09-MBA-053
Adeel Anjum FA09-MBA-
Noor Alam FA09-MBA-
Fa09-MBA-
COMSATS Institute
Of Information Technology ISLAMABAD
AN ANALYSIS OF SERVICES
OF HOSPITALS
MARYAM MEMORIAL HOSPITAL
Physical evidence
This hospital is situated in Westrage on Mall road. It’s a prime location for a private hospital. Talking
about the physical evidence, it is giving quite a nice impression. It has a fine four storied building with a
basement. There was a lift for the patients and their attendant for easy movements. The staff was
properly dressed up. The rooms, corridors, reception desks and whole of the environment were really
clean. The Emergency of The hospital seems to be equipped with appropriate devices and instruments.
Although it is a hospital but there was a soothing fragrance creating pleasant feeling for attendants. The
only flaw in the physical evidence is its parking lots. The parking lots were not sufficient according to the
extent of flow of clients. Otherwise the hospital was providing every possible facility including
diagnostics. There is a proper operation theater, tough we were not able to go inside the theater but
was neat in appearance and was visually appealing from outside. There was a proper pharmacy in the
hospital. Highly qualified doctors were providing there consultancy. Most of them were retired or
serving army doctors. CCTV cameras were installed for the monetary purpose. There was a café at the
top floor designed according to the needs of the clients of hospital. Moreover there was an attendant on
duty on each floor to guide the people. Two security guards were performing their duty at the front of
the hospital. An ambulance was parked near the entrance of the hospital. Although it was just a Suzuki
van transformed into an ambulance.
Experience on survey
We entered the hospital area and moved the bike towards the parking area of cars, the moment we
stopped the bike the security guard shouted at us to ask us to park the bike in the bike`s parking area.
The guard`s attitude was not much courteous. However after parking the bike we entered the hospital,
there was a well designed reception desk with three windows in it. Along with the reception desk there
was an emergency department. We had a look of the emergency department and moved to the
corridor. There were rooms of different highly qualified doctors on the first floor who sit there to
provide their consultancy. The tiled floor was really clean. Seats were there besides the doors of the
rooms for the people waiting for their turn. We get seated there and made some snaps. Then we told
about our purpose of coming to the hospital to the people sitting there and asked them to fill the
questionnaire. The questionnaires were difficult to understand for many of the people sitting there, so
we personally interviewed the people and filled the questionnaires. Especially the second part of
questionnaire even became difficult for us to convey to others. However after filling some of the
questionnaire we went out of the hospital and have some more snaps with the security guard in front of
the building of hospital.
After wards we went to the second floor. On the second floor there was an operation theater on one
side and rest of the area was again covered with the rooms of different doctors and seats for the people
waiting for their turn. We get some more questionnaires filled there. After some time we realized that it
is time for the for midrib prayers, so we went to the prayer area in the basement of the hospital. The
prayer area was does not seem to be the part of the hospital. It was the least maintained part of the
hospital. But it is case in almost every service industry of our society including our university. However
that prayer area was better than the prayer area of our university.
Then we visited the third and fourth floor. There were rooms for patients who are admitted on the third
floor. Though we were curious to make some questionnaire filled by the attendants of patients but were
to do so. On the fourth there was café according to the need of hospital. When we came back to the
third floor, a lady was distribution sweets as a celebration of a born baby. We had some of the sweets
and congratulated her. Then we went to the Vally clinic.
Analysis of questionnaire
Frequency Table
Tangibility: Appropriate equipment
Frequency Percent Percent Cumulative Percent
partially disagree 3 12.0 12.0 12.0
Neutral 8 32.0 32.0 44.0
partially agree 9 36.0 36.0 80.0
Agree 3 12.0 12.0 92.0
strongly agree 2 8.0 8.0 100.0
Total 25 100.0 100.0

Tangibility: Physical Facilities visually appealing
Neutral 5 20.0 20.0 44.0
Agree 8 32.0 32.0 96.0
Total 25 100.0 100.0
Tangibility: staff are neat appearance
Neutral 5 20.0 20.0 28.0
Agree 8 32.0 32.0 88.0
Total 25 100.0 100.0
Tangibility: Material related are visually appealing
strongly disagree 1 4.0 4.0 4.0
Agree 10 40.0 40.0 92.0
Total 25 100.0 100.0

Reliability: keep promises
Neutral 6 24.0 24.0 32.0
Agree 2 8.0 8.0 72.0
Total 25 100.0 100.0
Reliability: Hospital shows Sincere interest in solving problems
Neutral 4 16.0 16.0 24.0
Agree 8 32.0 32.0 100.0
Total 25 100.0 100.0
Reliability: Get Things right 1st time
Disagree 1 4.0 4.0 4.0
Neutral 4 16.0 16.0 32.0
Agree 8 32.0 32.0 96.0
Total 25 100.0 100.0

Reliability: Delivers on time
Disagree 3 12.0 12.0 12.0
Neutral 6 24.0 24.0 36.0
Agree 8 32.0 32.0 96.0
Total 25 100.0 100.0
Reliability: Error free records
Disagree 1 4.0 4.0 4.0
Neutral 1 4.0 4.0 20.0
Agree 6 24.0 24.0 84.0
Total 25 100.0 100.0
Responsiveness: Information about time of delivery
Disagree 1 4.0 4.0 4.0
Neutral 7 28.0 28.0 48.0
Agree 5 20.0 20.0 100.0
Total 25 100.0 100.0

Responsiveness: prompt services
Neutral 8 32.0 32.0 36.0
Agree 8 32.0 32.0 88.0
Total 25 100.0 100.0
Responsiveness: Willing to help
Neutral 4 16.0 16.0 36.0
Agree 5 20.0 20.0 92.0
Total 25 100.0 100.0
Responsiveness: Quick response
Agree 6 24.0 24.0 80.0
Total 25 100.0 100.0

Assurance: Show confidence in client
Neutral 4 16.0 16.0 36.0
Agree 7 28.0 28.0 96.0
Total 25 100.0 100.0
Assurance: Sense of Security
Neutral 3 12.0 12.0 16.0
Agree 10 40.0 40.0 100.0
Total 25 100.0 100.0
Assurance: Courteous Behavior
Disagree 2 8.0 8.0 8.0
Neutral 5 20.0 20.0 32.0
Agree 6 24.0 24.0 88.0
Total 25 100.0 100.0

Assurance: Informed Staff
Neutral 1 4.0 4.0 24.0
Agree 8 32.0 32.0 84.0
Total 25 100.0 100.0
Empathy: Individual Attention
Neutral 4 16.0 16.0 32.0
Agree 10 40.0 40.0 100.0
Total 25 100.0 100.0
Empathy: Convenient timing
Neutral 4 16.0 16.0 16.0
Agree 12 48.0 48.0 92.0
Total 25 100.0 100.0

Empathy: personal attention
Neutral 4 16.0 16.0 28.0
Agree 6 24.0 24.0 100.0
Total 25 100.0 100.0
Empathy: Best interest of client
Neutral 2 8.0 8.0 16.0
Agree 12 48.0 48.0 88.0
Total 25 100.0 100.0
Empathy: Understand specific need
Disagree 5 20.0 20.0 20.0
Neutral 7 28.0 28.0 48.0
Agree 3 12.0 12.0 76.0
Total 25 100.0 100.0
Importance of Tangibility for customer

Important 2 8.0 8.0 8.0
Important 2 8.0 8.0 16.0
Extremely Important 4 16.0 16.0 32.0
Terribly Important 3 12.0 12.0 64.0
Total 25 100.0 100.0
Importance of Reliability for customer
Very important 3 12.0 12.0 12.0
Total 25 100.0 100.0

Importance of Responsiveness for customer
Total 25 100.0 100.0
Importance of Assurance for customer
Total 25 100.0 100.0

Importance of Empathy for customer
Total 25 100.0 100.0
Most important for customer is
Tangibility 1 4.0 4.0 4.0
Reliability 8 32.0 32.0 36.0
Responsiveness 9 36.0 36.0 72.0
Assurance 2 8.0 8.0 80.0
Empathy 5 20.0 20.0 100.0
Total 25 100.0 100.0
2nd most important for customer is
Tangibility 4 16.0 16.0 16.0
Reliability 8 32.0 32.0 48.0
Assurance 4 16.0 16.0 92.0
Empathy 2 8.0 8.0 100.0
Total 25 100.0 100.0

Least important for customer is
Tangibility 7 28.0 28.0 28.0
Reliability 1 4.0 4.0 32.0
Assurance 6 24.0 24.0 76.0
Empathy 6 24.0 24.0 100.0
Total 25 100.0 100.0
Conclusion drawn from questionnaire

The tool we have applied for the analysis of data of questionnaire is mean. Scale for the following questions is from
disagreement to agreement is 1-7.
Mean is 4.72,
Mean is 4.72
Tangibility: Staffs are neat appearance
Mean is 5.20
Tangibility: Material related is visually appealing
Mean is 5
Mean is 5.24
Reliability: Hospital shows sincere interest in solving problems
Mean is 5
Mean is 4.88
Mean is 4.80

Mean is 5.16
Mean is 4.48
Mean is 5.08
Mean is 4.80
Mean is 5.56
Mean is 4.80
Mean is 5.20
Mean is 4.96
Mean is 5.20
Mean is 4.92
Mean is 5.48
Mean is 4.60
Mean is 5.48
Mean is 4.72
Conclusion
Results of questionnaire show an agreement of people on all the questions related to tangibility, reliability,
responsiveness, assurance and empathy. Tangibility: Material related is visually appealing, Tangibility: Staffs are neat
appearance, Reliability: keep promises, Reliability: Hospital shows sincere interest in solving problems, Reliability:
Error free records, Responsiveness: prompt services, Responsiveness: Quick response, Assurance: Sense of
Security and Assurance: Informed Staff of the hospital is highly ranked by the people. Responsiveness: Quick
response is the highest ranked by the people.
The following results show the average points given to:-
Mean is 19.56
Mean is 18.16
Mean is 22.52
Mean is 19.84
Mean is 19.32
Mean is 3.8. It shows that “responsiveness” is most important for the people
Mean is 2.68. It shows that “reliability” is 2nd most important for the people
Mean is 3.12. It shows that “assurance” is least important for the people
Gaps
The biggest gap in Maryum hospital was its security. There was no proper system of security. However a
hospital does not need much security, but as there is a lot of security threat in our country so a hospital
must also be much more secure than Maryum Hospital. We were roaming around in the hospital for
almost 2 hours but nobody ask us the reason. Moreover there was no check on the entry of under age
children.
The only big flaw in the physical evidence is its parking lots. The parking lots were not sufficient
according to the extent of flow of clients. The least maintained place in the hospital was its mosque. It
was not even designed properly and was not clean.
The system of appointments with the doctor was not computerized. There must be a proper web site of
the hospital which should provide online system of appointments. Patient has to wait outside the room
of the doctor for their turn. There should be a separate waiting room for the patients and attendants
where a display screen could notify about the turn.
Assessment
Maryum Memorial Hospital can be ranked as an excellent service provider. This hospital is trying to
provide every possible facility to its customers. Hospital is providing consultancy of highly qualified
doctors. The operation theatre was designed to deal almost every type of case. Arrangement for
chemotherapy for the cancer patients is also there. This hospital is popular for its gynecology
department and child specialists.
Recommendations
 Extension of parking lot

 Enhance the Security
 Under age children must not be allowed to enter the hospital without any genuine reason.
 Modern ambulances should be available
 Electronic appointment system must be developed.
 A proper centralized data base management system must be used for maintaining the record of
patients.
 Information system must be developed of other hospitals for refereeing any case which cannot
be entertained in this hospital.
 Proper mosque must be made in the hostipal.
VALLY CLINIC
Physical evidence
This clinic is situated in Westrage near Saddar. As far as physical evidence, it is located on the best place
besides the road. For clinic defined view, it has enough parking lots. Its building was also good having
three stories. The physical evidence of the clinic was not giving an elegant look. Its interior was simple
but was not giving a dirty look and the environment was clean. There was a few staff in the clinic. Tough
only nurses were in uniform but the staff was properly dressed up. The rooms, corridors, reception
desks and whole of the environment were clean.
There was no ambulance for the any emergency. There was no specific emergency department. There is
an operation theater on the second floor but interestingly there was no lift for the patients and their
attendant for easy movements. Tough we were not able to go inside the theater but it was not visually
appealing from outside. There was no proper pharmacy in the hospital. Highly qualified doctors were
providing there consultancy. Most of them were retired or serving army doctors. No CCTV cameras were
installed for the monetary purpose. There was a café at the top floor designed according to the needs of
the clients of hospital. There was no attendant on duty on any floor to guide the people. Two security
guards were performing their duty at the front of the hospital.
Experience on survey
When we entered in the clinic, there was a simple reception desk with three windows in it there was a
male receptionist who doesn’t feel the need to ask us, what problem we have? Then we went into
waiting room, after some time we started survey of clinic. There were rooms of different highly qualified
doctors on the first floor who sit there to provide their consultancy. The floor was simple but was clean.
There were only a few patients and only two or three doctors entertaining them. The patients are
coming and feel disappointed when they come to know that their desired doctor is not available. On
ground floor there are 4 rooms for check up and regular treatment. On first there was a beautiful
receptionist who asked as why we are there? There was an operation theater on the second floor
although there was no lift in the building. Then we moved further on, there were only few rooms there
but were not in use.
There were not a few people in the clinic. There was a big waiting area in the clinic and we stayed there
for a long time but flow of people in the waiting area was minimal. However we managed to get our
questionnaire filled. The questionnaires were difficult to understand for many of the people sitting
there, so we personally interviewed the people and filled the questionnaires. Especially the second part
of questionnaire even became difficult for us to convey to others. However after filling some of the
questionnaire we went out of the hospital and have some more snaps with the security guard in front of
the building of clinic.
Analysis of questionnaire
Frequencies
Frequency Table
Neutral 7 28.0 28.0 72.0
Total 25 100.0 100.0
Disagree 4 16.0 16.0 36.0
Neutral 8 32.0 32.0 96.0
Total 25 100.0 100.0
Tangibility: staff are neat appearance
Disagree 4 16.0 16.0 24.0
Neutral 12 48.0 48.0 80.0
Total 25 100.0 100.0

Tangibility: Material related are visually appealing
Neutral 6 24.0 24.0 64.0
Agree 8 32.0 32.0 96.0
Total 25 100.0 100.0
Disagree 2 8.0 8.0 8.0
Neutral 7 28.0 28.0 68.0
Agree 3 12.0 12.0 80.0
Total 25 100.0 100.0
Reliability: Hospital shows Sincere interest in solving problems
Disagree 7 28.0 28.0 56.0
Neutral 2 8.0 8.0 68.0
Agree 4 16.0 16.0 92.0
Total 25 100.0 100.0

Disagree 1 4.0 4.0 4.0
Neutral 7 28.0 28.0 68.0
Agree 4 16.0 16.0 100.0
Total 25 100.0 100.0
Disagree 3 12.0 12.0 12.0
Neutral 12 48.0 48.0 60.0
Total 25 100.0 100.0
Disagree 1 4.0 4.0 28.0
Neutral 3 12.0 12.0 56.0
Agree 6 24.0 24.0 96.0
Total 25 100.0 100.0

Neutral 10 40.0 40.0 52.0
Total 25 100.0 100.0
Neutral 9 36.0 36.0 80.0
Total 25 100.0 100.0
Disagree 2 8.0 8.0 24.0
Neutral 7 28.0 28.0 72.0
Agree 4 16.0 16.0 100.0
Total 25 100.0 100.0

Disagree 4 16.0 16.0 24.0
Neutral 7 28.0 28.0 52.0
Agree 1 4.0 4.0 96.0
Total 25 100.0 100.0
Neutral 5 20.0 20.0 48.0
Agree 9 36.0 36.0 84.0
Total 25 100.0 100.0
Disagree 4 16.0 16.0 48.0
Neutral 3 12.0 12.0 80.0
Total 25 100.0 100.0

Neutral 8 32.0 32.0 40.0
Agree 4 16.0 16.0 76.0
Total 25 100.0 100.0
Disagree 1 4.0 4.0 16.0
Neutral 13 52.0 52.0 72.0
Agree 2 8.0 8.0 96.0
Total 25 100.0 100.0
Disagree 9 36.0 36.0 48.0
Neutral 3 12.0 12.0 60.0
Agree 4 16.0 16.0 76.0
Total 25 100.0 100.0

Disagree 2 8.0 8.0 8.0
Neutral 2 8.0 8.0 32.0
Agree 4 16.0 16.0 80.0
Total 25 100.0 100.0
Neutral 2 8.0 8.0 28.0
Agree 8 32.0 32.0 80.0
Total 25 100.0 100.0
Disagree 4 16.0 16.0 16.0
Neutral 6 24.0 24.0 60.0
Total 25 100.0 100.0

Disagree 3 12.0 12.0 24.0
Neutral 8 32.0 32.0 60.0
Total 25 100.0 100.0
Important 8 32.0 32.0 32.0
Important 8 32.0 32.0 64.0
Total 25 100.0 100.0

Important 4 16.0 16.0 16.0
Important 3 12.0 12.0 28.0
Total 25 100.0 100.0
Important 4 16.0 16.0 16.0
Important 7 28.0 28.0 44.0
Total 25 100.0 100.0

Important 2 8.0 8.0 8.0
Important 4 16.0 16.0 24.0
Total 25 100.0 100.0
Important 2 8.0 8.0 8.0
Total 25 100.0 100.0
Tangibility 9 36.0 36.0 36.0
Assurance 4 16.0 16.0 52.0
Empathy 12 48.0 48.0 100.0
Total 25 100.0 100.0

Tangibility 2 8.0 8.0 8.0
Reliability 8 32.0 32.0 40.0
Assurance 5 20.0 20.0 76.0
Empathy 6 24.0 24.0 100.0
Total 25 100.0 100.0
Tangibility 4 16.0 16.0 16.0
Reliability 6 24.0 24.0 40.0
Assurance 10 40.0 40.0 84.0
Empathy 4 16.0 16.0 100.0
Total 25 100.0 100.0
Conclusion drawn from questionnaire

The tool we have applied for the analysis of data of questionnaire is mean. Scale for the following questions is from
disagreement to agreement is 1-7.
Mean is 3.68,
Mean is 2.92
Tangibility: Staffs are neat appearance
Mean is 3.64
Tangibility: Material related is visually appealing

Mean is 3.88
Mean is 4.36
Reliability: Hospital shows sincere interest in solving problems
Mean is 3.20
Mean is 4.04
Mean is 4.64
Mean is 3.80
Mean is 4.84
Mean is 3.44
Mean is 3.66
Mean is 4.04
Mean is 4.74
Mean is 3.12
Mean is 5
Mean is 3.96
Mean is 3.96

Mean is 4.92
Mean is 5.24
Mean is 4.36
Mean is 4
Conclusion
Results of questionnaire show a weak agreement of people on all the questions related to tangibility, reliability,
responsiveness, assurance and empathy. Tangibility: Physical Facilities visually appealing of the hospital was rated
very low. However a hospital is a place even though Physical facilities are modern but they are never visually
appealing. Moreover Tangibility: Staffs are neat appearance, Tangibility: Appropriate equipment, Tangibility: Material
related is visually appealing, Reliability: Hospital shows sincere interest in solving problems, Reliability: Error free
records, Responsiveness: prompt services, Responsiveness: Willing to help, Assurance: Sense of Security,
Assurance: Informed Staff and Empathy: Individual Attention of the hospital is not liked much by the people. However
Reliability: keep promises, Reliability: Get Things right 1st time, Reliability: Delivers on time, Responsiveness:
Information about time of delivery, Responsiveness: Quick response, Assurance: Show confidence in client,
Assurance: Courteous Behavior, Empathy: personal attention, Empathy: Convenient timing, Empathy: Best interest of
client and Empathy: Understand specific need of the hospital was liked by the people. Empathy: personal attention
and Assurance: Courteous Behavior are the most liked features of the hospital.
The following results show the average points given to:-
Mean is 13.28
Mean is 16.08
Mean is 16
Mean is 15.64
Mean is 20.04

Mean is 3.40. It shows that “assurance” is most important for the people
Mean is 3.20. It shows that “responsiveness” is 2nd most important for the people
Mean is 3.16. It shows that “reliability” is most important for the people
Gaps
 Security
 Under age children were not restricted.
 No ambulances
 Information system is really poor.
 No lift
 No mosque
 No Diagnostic centre
 People have to wait for a long time for their turn
 Information about the facilities was not there
 No pharmacy
Assessment
Vally clinic cannot be ranked as a good service provider. Vally clinic is just providing a platform to the
doctors to provide their consultancy to the patients. Vally clinic is not providing many of the facilities
which it can provide. Although it is considered a hospital but after analyzing its facilities it is very difficult
to say that it’s a hospital. It would be better to call Vally clinic as a clinic rather than a hospital. Two of
the facilities of Vally clinic make it a hospital one is the operation theater and other is the rooms for
patients to be admitted. Otherwise Vally clinic is not providing facilities of a hospital. Though there were
rooms for the patients to admit but Vally clinic lacks many of basic facilities which must be there in a
hospital. Some of important facilities of a hospital that Vally clinic lack include ambulances, lift,
pharmacy and diagnostics.
Recommendations
 Enhance the Security

 Build diagnostic centre
 A proper lift must be there
 Different sign boards must be there to inform people about different departments
 Pharmacy must be there in hospital
 Under age children must not be allowed to enter the hospital without any genuine reason.
 Modern ambulances should be available
 Electronic appointment system must be developed.
 A proper centralized data base management system must be used for maintaining the record of
patients.
 Information system must be developed of other hospitals for refereeing any case which cannot
be entertained in this hospital.
 Make proper mosque
COMPARISION of Vally clinic and Maryum Memorial Hospital
It is very difficult to draw a comparison between Vally clinic and Maryum Memorial Hospital because
there is a lot of difference between the facilities provided by the both. Although both are side by side on
a prime location on mall road and both are considered to be the hospital but Vally clinic lack with many
of the facilities offered by Maryum Memorial hospital. It would be better to call Vally clinic as a clinic
rather than a hospital. Two of the facilities of Vally clinic make it a hospital one is the operation theater
and other is the rooms for patients to be admitted. Otherwise Vally clinic is not providing facilities of a
hospital. On the other hand Maryum Memorial is providing every possible facility of a hospital with little
short comings. There is no comparison between the physical evidence of the both. The social classes
coming to these hospitals are different. The main business of Vally clinic is from commission from the
doctors who provide their consultancy in Vally clinic. But Maryum Memorial is even doing good business
in diagnostics and pharmacy including the commission in fee of doctors.
The analysis of the questionnaire shows a very good feed back by the customer of Maryum Memorial
but this is not the case with Vally clinic. Moreover feedback about the important given by the customer
to tangibility, reliability, responsiveness, assurance and empathy is quite different. This shows that the
customer going to Maryum memorial and Vally clinic have different preferences.
APENDEX:
Objective
We are conducting a research to know your perception about the service quality of this hospital
i.e. whether the treatment you receive is fair or not. This will help hospital to adapt its service
accordingly. We assure that you will be kept anonymous and this information will be used for
constructive purposes.
Mark the following questions with 1 (strongly Disagree) and 7 (strongly Agree) and 4 (Neutral)
Q. Statement Strongly Strongly

Tangibility
NO. Disagree Agree

01 The hospital appropriate equipments. 1 2 3 4 5 6 7
02 The physical facilities in the hospital are visually appealing 1 2 3 4 5 6 7
03 Staff/doctors in the hospital are neat in appearance. 1 2 3 4 5 6 7
04 Materials associated with the service (such as pamphlets or statements) 1 2 3 4 5 6 7
are visually appealing.
05 When the hospital promises to do something by a certain time it does 1 2 3 4 5 6 7
so.
Reliability
06 When you have a problem, the hospital shows a sincere interest in 1 2 3 4 5 6 7

solving it.
07 The hospital gets things right the first time. 1 2 3 4 5 6 7
08 The hospital provides its services at the time it promises to do so. 1 2 3 4 5 6 7
09 The hospital insists on error-free records. 1 2 3 4 5 6 7
10 The staff/doctors in the hospital tell you exactly when services 1 2 3 4 5 6 7
Responsiveness
will be performed
11 Staff/doctors in the hospital give you prompt service. 1 2 3 4 5 6 7
12 Staff/doctors in the hospital are always willing to help you. 1 2 3 4 5 6 7
13 Staff/doctors in the hospital are never too busy to respond to your 1 2 3 4 5 6 7
requests.
14 The behavior of staff/doctors in the hospital instills confidence in you 1 2 3 4 5 6 7
Assurance
15 You feel safe in your dealings with the hospital 1 2 3 4 5 6 7

16 Staff/doctors in the hospital are consistently courteous with you 1 2 3 4 5 6 7
17 Staff/doctors in the hospital have the knowledge to answer your 1 2 3 4 5 6 7
questions.
18 The hospital gives you individual attention. 1 2 3 4 5 6 7
19 The hospital has operating hours convenient to all its patients 1 2 3 4 5 6 7
Empathy
20 The hospital has staff/doctors who give you personal attention. 1 2 3 4 5 6 7

21 The hospital has your best interests at heart. 1 2 3 4 5 6 7
22 The staff/doctors of the hospital understand your specific needs 1 2 3 4 5 6 7
Following are five features pertaining to hospital services, please allocate a total of 100 points
among the five features according to how important each feature is to you- the more
important a feature is to you, the more points you should allocate to it. Please ensure that
the points you allocate to the five features add up to 100.
No. Features Points

1 The appearance of the hospital/clinic’s physical facilities,
Equipment, staff/doctors and communication materials.
2 The hospitals/clinic's ability to perform the promised service dependably and

accurately.
3 The hospital/clinic's willingness to help patients and provide a prompt service.
4 The knowledge and courtesy of the hospital/clinic staff/doctors and their ability to
convey trust and confidence
5 The caring, individualized attention the hospital/clinic provides its patients.
Total points Allocated 100
Which one feature of the above five is most important to you?

(Please enter the feature's number)
Which feature is second most important to you?

Which feature is least important to you?

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SERVICE MARKETING

SIR LAEEQ HASSAN JASWAL

Hammad Hussain FA09-MBA-053

Adeel Anjum FA09-MBA-

Noor Alam FA09-MBA-

MARYAM MEMORIAL HOSPITAL

Tangibility: Appropriate equipment

Frequency Percent Percent Cumulative Percent

partially disagree 3 12.0 12.0 12.0

Neutral 8 32.0 32.0 44.0

partially agree 9 36.0 36.0 80.0

Agree 3 12.0 12.0 92.0

strongly agree 2 8.0 8.0 100.0

Total 25 100.0 100.0

Frequency Percent Percent Cumulative Percent

partially disagree 6 24.0 24.0 24.0

Neutral 5 20.0 20.0 44.0

partially agree 5 20.0 20.0 64.0

Agree 8 32.0 32.0 96.0

strongly agree 1 4.0 4.0 100.0

Total 25 100.0 100.0

Tangibility: staff are neat appearance

Frequency Percent Percent Cumulative Percent

partially disagree 2 8.0 8.0 8.0

Neutral 5 20.0 20.0 28.0

partially agree 7 28.0 28.0 56.0

Agree 8 32.0 32.0 88.0

strongly agree 3 12.0 12.0 100.0

Total 25 100.0 100.0

Tangibility: Material related are visually appealing

Frequency Percent Percent Cumulative Percent

strongly disagree 1 4.0 4.0 4.0

partially disagree 5 20.0 20.0 24.0

partially agree 7 28.0 28.0 52.0

Agree 10 40.0 40.0 92.0

strongly agree 2 8.0 8.0 100.0

Total 25 100.0 100.0

Frequency Percent Percent Cumulative Percent

partially disagree 2 8.0 8.0 8.0

Neutral 6 24.0 24.0 32.0

partially agree 8 32.0 32.0 64.0

Agree 2 8.0 8.0 72.0

strongly agree 7 28.0 28.0 100.0

Total 25 100.0 100.0

Reliability: Hospital shows Sincere interest in solving problems

Frequency Percent Percent Cumulative Percent

partially disagree 2 8.0 8.0 8.0

Neutral 4 16.0 16.0 24.0

partially agree 11 44.0 44.0 68.0

Agree 8 32.0 32.0 100.0

Total 25 100.0 100.0

Reliability: Get Things right 1st time

Frequency Percent Percent Cumulative Percent

Disagree 1 4.0 4.0 4.0

partially disagree 3 12.0 12.0 16.0

Neutral 4 16.0 16.0 32.0

partially agree 8 32.0 32.0 64.0

Agree 8 32.0 32.0 96.0

strongly agree 1 4.0 4.0 100.0

Total 25 100.0 100.0

Frequency Percent Percent Cumulative Percent

Disagree 3 12.0 12.0 12.0

Neutral 6 24.0 24.0 36.0