Research Proposal for Determining Counter Service Quality (CSQ) at Hospitals in Sarawak, Malaysia

[Instructor name]

[Course name]

Table of Contents

Introduction3

Background3

Problem statement4

Research objectives4

Research questions5

Scope5

Limitations5

Definitions of terms6

Literature review6

Methodology8

Conclusion9

References11

Appendix-I12

A theoretical framework for counter service quality research12

Research Proposal for Determining Counter Service Quality (CSQ) at Hospitals in Sarawak, Malaysia

Introduction

The purpose of this research proposal is to research and determine the counter service quality at various hospitals in Sarawak, Malaysia. In addition, the counter service quality will also look at the connection of this service quality with customer satisfaction and behavioral intentions of the hospital customers, which are the patients. However, it should the noted here that the counter service quality is more of a term describing a type of measurement for customer service quality which could as well be over-the-counter or inside the hospital.

This research proposal presents comprehensive research plan to lay out our research methodology, research plan, motives and benefits, expected contribution to the literature, and the significance of this study. In addition, it is clear that the very hospitals in Sarawak, Malaysia will greatly benefit from this applied customer research in addition to our significant contribution to the literature on measuring counter service quality.

Background

This research is based on the counter service quality research model which was proposed to show as to how the customers evaluated service quality on various dimensions. These dimensions of customer service quality evaluation include tangibles, reliability, responsiveness, assurance and empathy (cited in Bolton and Drew, 1991).

In addition, it has been found that hospitals usually never conduct any organized evaluations of customer satisfaction with the service quality. The hospitals are also completely unaware of the behavioral intentions that result in various consumer behaviors. Further, they are completely ignorant as to the underlying motivators of these behavioral intentions. As a result, a systematic study will be able to find the actual level of service quality at targeted hospitals in contrast to the perceived quality of service at hospitals in Sarawak, Malaysia.

Problem statement

This research will measure the various customer service evaluation dimensions. In addition, it will determine the impact of each of those dimensions as well the overall customer evaluation of service quality on customer satisfaction, customer behavioral intentions, and demographics.

It is clear that these customer service evaluations have been researched less to discuss their impacts as given in our model. Further, the hospitals in the chosen geographic region need to measure their service quality evaluations by their customers while they also want to know these results to further improve their customer service and quality of their hospitability.

Research objectives

The research objectives for the study are given as follows.

To determine the various dimensions and levels of counter service quality at chosen hospitals.

To measure the influence and linkage of customer demographics, customer satisfaction, and customers' behavioral intentions with counter service quality.

Research questions

The identified research questions include the following.

What are the various dimension of counter service quality (CSQ)?

What are the levels of counter service quality?

Do demographic characteristics affect counter service quality?

How does counter service quality impact customer satisfaction?

How does counter service quality affects ...