Assessing the Gap of Performance of Clinics and Diagnostic Centers in Bangladesh through the SERVQUAL Model: A Case Study on Different Clinics and Diagnostic Centers in Dinajpur District

This study tried to explore the dimensions of service quality (SERVQUAL) on the perceived performance of the different Clinics and Diagnostic Centers in Dinajpur District. Challenges are increasing rapidly in business environment. In last few years, the healthcare service in Bangladesh has witnessed a substantial growth and rapid changes globally as well as domestically. One of the key challenges of this sector is how they satisfy and retain their customers and also manage service quality, which holds a significant importance to customer satisfaction and their perceived performance. When this perceived performance fails to meet the expectations then a gap has been created between them. SERVQUAL model is a widely accepted approach to measure the difference between customers ’expectation and perception. Although there are five gaps in the service quality concept, this paper has attempted to concentrates on the most important one, reality gap analysis. The data were collected through a questionnaire in which a customer‘s responded to a series of questions based on five key dimensions-Tangibility, Reliability, Responsiveness, Assurance and Empathy. Four hypotheses were taken on the fact that there is a gap existing between expectation and perception in this dimension and all hypotheses are proved significant and they all are rejected after conducting Paired T test. The study concludes with some recommendations to improve the satisfaction of the customers.