Luận văn thạc sĩ UEH the mediating role of perceived value in the relationship between service

UNIVERSITY OF ECONOMICS HO CHI MINH CITY

International School of Business

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LAM HAI NGUYEN

THE MEDIATING ROLE OF PERCEIVED VALUE IN THE

RELATIONSHIP BETWEEN SERVICE QUALITY AND TRUST – A CASE

STUDY OF PRIVATE GENERAL HOSPITAL IN HCMC

MASTER OF BUSINESS (Honours)

Ho Chi Minh City – Year 2012

LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com

UNIVERSITY OF ECONOMICS HO CHI MINH CITY

International School of Business

------------------------------

LAM HAI NGUYEN

THE MEDIATING ROLE OF PERCEIVED VALUE IN THE

RELATIONSHIP BETWEEN SERVICE QUALITY AND TRUST – A CASE

STUDY OF PRIVATE GENERAL HOSPITAL IN HCMC

ID: 60340102

MASTER OF BUSINESS (Honours)

SUPERVISOR: DR. PHAM NGOC THUY

Ho Chi Minh City – Year 2012

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ACKNOWLEDGEMENTS

I would like to express my sincere gratitude to Dr. Pham Ngoc Thuy who has

supported me a lot with the thesis preparation and motivated me throughout the journey

of the thesis. Her professional experiences help me understand research methods as

well as useful knowledge for my research.

I greatly appreciate to all my friends who supported me to do the survey at the hospital

with me.

I would like to thank the board management and Doctors at Van Hanh Hospital to

allow me to do the survey at this hospital and provided necessary information.

Finally, I would like to send my best regards to all of those who kindly supported me

during the data collection phase and the completion of this thesis.

December 9, 2012

Ho Chi Minh City, Viet Nam

Lam Hai Nguyen

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ABSTRACT

Healthcare is a significant part of a country's economy. The delivery of health care

services is very important of health care system, both to patients and hospitals. There

are many factors in treatment influencing to patients. This research aims to identify the

service quality affecting to patient perceived value and the patient perceived value

affecting to patient trust.

A questionnaire has been developed based on the dimension of patient – perceived

Total Quality Service ( TQS) in healthcare scale, Corporate reputation scale, Perceived

value scale, trust scale and then adjusted by results of in-depth interview of doctors,

nurses and patients. The number of respondents is 177 people. The average duration of

the interviews was ten minutes. The respondent is that of individuals over the age of

18, who used the hospitalization services of private general hospitals in 12 months

(from the interview day).

Findings highlight the positive influences of service quality to perceived value and the

strong significant impact of perceived value to trust. Therefore, investor should

improve service quality to gain patient trust.

Because of limited time and resources, the dimension of service quality has 4 factors

while the conceptualization of service quality SERVQUAL features five dimensions:

tangibles, reliability, responsiveness, empathy and assurance (Parasuraman et al.,

1988). Future researches may consider including more factors to understand deeply in

service quality in healthcare.

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TABLE OF CONTENTS

CHAPTER 1: INTRODUCTION.................................................................................... 5

1.1 Research background............................................................................................. 5

1.2 Research Problems ................................................................................................ 6

1.3 Research questions and objectives ........................................................................ 7

1.4 Research scope ...................................................................................................... 7

1.5 Research methodology .......................................................................................... 8

1.6 Thesis structure...................................................................................................... 8

CHAPTER 2: LITERATURE REVIEW & THEORETICAL MODEL .................. 10

2.1 Service quality ........................................................................................................ 10

2.1.1 Organization reputation ................................................................................ 10

2.1.2 The Administrative procedures..................................................................... 11

2.1.3 Facilities:....................................................................................................... 12

2.1.4 Doctor and Nurse care .................................................................................. 12

2.2 Patient perceived value ........................................................................................... 14

2.3 Patient trust ............................................................................................................. 15

2.4 Conceptual model ................................................................................................... 15

2.5 Hypotheses.............................................................................................................. 17

2.5.1 Relationship between service quality and perceived value .......................... 17

2.5.2 Relationship between perceived value and trust........................................... 17

CHAPTER 3: RESEARCH METHODOLOGY ......................................................... 18

3.1 Research process..................................................................................................... 18

3.2 Qualitative study ......................................................................................................... 19

3.3 Measurement scale.................................................................................................. 19

3.3.1 Construction of measurement scales ............................................................ 19

3.3.2 Measurement scale of the Organization reputation ...................................... 20

3.3.3 Measurement scale of Administrative Procedures ...................................... 20

3.3.4 Measurement scale of the facility................................................................. 21

3.3.5 Measurement scale of Doctor & Nurse care................................................. 21

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3.3.6 Measurement scale of Patient perceived value............................................. 22

3.3.7 Measurement scale of Patient trust............................................................... 23

3.4 Questionnaire design............................................................................................... 25

3.5 Main survey ............................................................................................................ 26

3.6 Data collection ........................................................................................................ 26

3.7 Data analysis........................................................................................................... 27

CHAPTER 4: DATA ANALYSIS AND RESULTS .................................................... 28

4.1 Descriptive data analysis......................................................................................... 28

4.1.1 Data summary............................................................................................... 28

4.1.2 Characteristics Of Respondents.................................................................... 29

4.1.3 Descriptive data ............................................................................................ 29

4.2 Assessment of measurement scales ........................................................................ 31

4.2.1 Cronbach alpha reliability analysis............................................................... 31

4.2.2 Exploratory Factor Analysis......................................................................... 33

4.2.3 The revised conceptual model ...................................................................... 39

4.3 Correlation and Hypotheses testing ........................................................................ 40

4.3.1 Correlation .................................................................................................... 40

4.3.2 Testing assumptions of multiple regression ................................................. 42

CHAPTER 5: CONCLUSION AND IMPLICATION................................................ 47

5.1 Main finding: .......................................................................................................... 47

5.2 Managerial implications.......................................................................................... 48

5.3 Research limitations and implications for future.................................................... 48

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