Gheorghe Iuliana Raluca, Gheorghe Consuela-Mădălina, Purcărea Victor Lorin
"Carol Davila" University of Medicine and Pharmacy, Bucharest, Romania.
Rom J Ophthalmol. 2018 Jan-Mar;62(1):54-63.
Nowadays, the competition registered on the Romanian markets regarding the activity of private ophthalmology organizations has raised their interest in developing consumer-oriented strategies. The key factor that assures a differentiation as well as a competitive advantage is the service quality from a marketing perspective.
From a marketing perspective, service quality is measured as a perceived discrepancy between the consumers' expectations and was actually performed in health care services. The most widely and validated measurement is the SERVQUAL scale. However, a variety of SERVQUAL scales have been applied in different health care environments without taking into consideration the specialty of the health care service. Thus, the objective of this paper was to measure the service quality in the Romanian ophthalmology private organizations using the SERVQUAL measurement, by identifying the SERVQUAL dimensions, which register the highest and the lowest gap scores.
The instrument for data collection was the SERVQUAL self-administered questionnaire that consisted of 22 items measured on a 5-point Likert scale. The sample size encompassed 100 participants and the sampling technique was the snowball. The internal consistency, validity and the reliability of the SERVQUAL scale was determined by the Cronbach's alpha coefficients and factor analysis. The SERVQUAL questionnaire focused on 5 dimensions (tangibles, reliability, assurance, empathy and responsiveness) and each dimension, in its turn, was characterized by different items.
The mean age of the participants was 49.52 years, with a mean income of 3031 Romanian Currency and the mean period of wearing eyeglasses was 5 years (±2). Further, there were 47% females and 53% males. The overall internal consistency of the SERVQUAL scale, as well as the dimensions' internal consistency were all above 0.7 and the factor analysis revealed that the items loaded properly on each dimension. Moreover, the gap scores of the SERVQUAL scale's dimensions pinpointed that the highest gap score was registered by the Tangibles dimension and the lowest gap score was registered by the Reliability dimension.
Performing the ophthalmology service right the first time, contributes significantly to the improvement of the marketing effectiveness and the operating efficiency.
如今，罗马尼亚市场上私立眼科机构活动的竞争促使它们对制定以消费者为导向的战略产生了兴趣。从营销角度来看，确保差异化以及竞争优势的关键因素是服务质量。
从营销角度而言，服务质量是通过消费者期望与医疗保健服务实际表现之间的感知差异来衡量的。应用最广泛且经过验证的测量方法是SERVQUAL量表。然而，各种SERVQUAL量表已在不同的医疗保健环境中应用，却未考虑医疗保健服务的特殊性。因此，本文的目的是通过使用SERVQUAL测量方法来衡量罗马尼亚私立眼科机构的服务质量，确定差距得分最高和最低的SERVQUAL维度。
数据收集工具是SERVQUAL自填式问卷，由22个项目组成，采用5点李克特量表进行测量。样本量为100名参与者，抽样技术是滚雪球抽样。SERVQUAL量表的内部一致性、效度和信度由克朗巴哈系数和因子分析确定。SERVQUAL问卷聚焦于5个维度（有形性、可靠性、保证性、移情性和响应性），每个维度又由不同项目表征。
参与者的平均年龄为49.52岁，平均收入为3031罗马尼亚货币，平均戴眼镜时间为5年（±2）。此外，女性占47%，男性占53%。SERVQUAL量表的总体内部一致性以及各维度的内部一致性均高于0.7，因子分析表明各项目在每个维度上的载荷恰当。此外，SERVQUAL量表各维度的差距得分表明，有形性维度的差距得分最高，可靠性维度的差距得分最低。
首次就正确提供眼科服务，对提高营销效果和运营效率有显著贡献。
