Do the servicescape of public and private hospitals differ? The Malaysian context

Abstract

Purpose This study aims to explore if public and private hospitals have differing servicescape attributes. Design/methodology/approach The study uses a two-stage (EFA and CFA) procedure for identifying the servicescape attributes and examining their validity in the context of public and private hospitals. Findings The findings indicate that, in different contexts, patients would expect different aesthetics of servicescape attributes and how they are influenced by the hospital premises. Research limitations/implications It is interesting to note that: not all of the attributes that appear in both contexts are exactly the same; patients do not seem to face difficulties in analysing and interpreting directional cues, even though the spatial orientation in private hospitals is relatively smaller; the way patients of public hospitals draw inference about the ambient conditions is not consistent with private hospitals; and patients perceive that private hospitals pay special attention to developing a built environment that facilitates treatment and recovery process via interior layout, as well as decoration and architecture attributes. Practical implications The study grounds the servicescape attributes and provides insights to effectively promote public and private hospitals. Originality/value This study may be amongst the first to offer servicescape evidence in both the public and private hospitals.