CONSUMER PERCEPTION OF HOSPITALITY SERVICES IN JCI ACCREDITED HOSPITALS AT DELHI – NCR: AN EXPLORATORY RESEARCH ON GROWTH OF MEDICAL TOURISM

Abstract

Purpose: This research focuses on understanding the consumer perception and scope of hospitality services provided to patients and their attendants, getting admitted for treatment at internationally accredited multispecialty hospitals. The study also gives insights into the relation among these service elements and their role in the overall satisfaction of patients coming to Delhi NCR as a medical tourist. Methodology: Literature review and interviews with hospital staff, involved as service providers, to find the hospitality services and facilities provided to patients coming to Delhi NCR as a medical tourist. The study adopted survey through questionnaire method to collect primary data, which is analysed through SPSS to study the perceptions of patients/attendants and its relationship with overall patient satisfaction. Main Findings: This research finds that the majority of the JCI accredited hospitals in Delhi-NCR, show fairly good focus on patient care and hospitality centric service style was in place. Hospitality aspects are considered as an opportunity to enhance service excellence and the same is supported by management to bring better patient satisfaction. However, the research found some neglected desires of patients and few areas of poor service delivery. Applications: Hospitals benefiting with medical tourism where attention to nonclinical services is magnified due to a higher expectation of the guest, will benefit from this research. This research would be valuable to healthcare organizations in doing their best to achieve greater patient’s satisfaction, which will improve our image as a destination for Medical Value Travel.  Novelty/Originality: This study explores hospitality services and their relative importance in patient satisfaction. This study describes higher patient satisfaction as an outcome of excellence in non-clinical services. The research outcome is based on primary data and offers a first-hand view of patients perceived hospitality service quality and its constituents.