The Flower of Service Concept and Its Influence on the Customer Satisfaction: Case Study of Jordanian Private Hospitals Sector

Abstract

Service and service quality is becoming the hottest topics within the institutions and organizations that present services to their customers regardless of their orientation and field of interest. Generally speaking, services appear as core services which are the basic benefit that a customer gets from purchasing a certain item/service and supplementary services which are the non-routine services that follow the process of acquiring the item/service. Through the literature there appeared an interest in caring for the level of core services on the expense of supplementary services. In that sense, the current study aimed at examining the influence of 'flower of service' dimensions-as supplementary service dimensions-on customer satisfaction within the private hospitals and healthcare givers in Jordan. The sample of the study consisted of (431) individuals who are benefiting from services of private hospitals. A self-administered questionnaire was distributed on the sample which consisted of questions regarding the service quality within the private hospitals in Jordan based on the dimensions of 'flower of service'. The results of the study indicated that the dimensions of the flower of services appeared to be influential on the satisfaction of customers which included (Information, Order Taking, Consultation, Hospitality, Billing Payment) while two dimensions were found to be not influential (Exception , Safe Keeping). It was recommended through the study that the management should increase the awareness among its employees of the difference between the supplementary service and the core service and how each one of them is important in its own way. In addition to that, there should be extra care about the importance of service quality which can take place through the awareness that can be spread through the quality control department. Also, it was recommended that -based on respondents' opinion -to increase the level of hospitality within the private hospitals and present more effective payment solutions for patients and their families considering that a person is mainly waiting to be charged in accordance with the service that they get.

The Role of Supplementary Services in Enhancing Customer-Based Brand Equity: An Applied Study on Five Star Hotels in Cairo City

“…Information, order-taking, billing, and payment are examples of Facilitating supplementary services that make life easier. These components are needed for the delivery of services and aid in the use of the core product (Hashem, 2018).…”

“…Literature Review 3.1. Supplementary Services Hashem (2018) wanted to know how the SS 'flower of service' dimensions influenced customer satisfaction in Jordan's private hospitals. The aim of the study was to determine the level of SS in private hospitals in Jordan, as well as how the definition of supplementary service can affect customer satisfaction, given that the 'core service' is typically what draws patients to hospitals.…”

“…By and large talking, the services appear as center services which are the essential advantage that a customer gets from obtaining a certain item/service and SS which are the non-routine services that take after the method of procuring the item/service. Through the literature, there showed up an intrigued in caring for the level of center services at the expense of SS (Hashem, 2018).…”

Role of Database Marketing in Improving Quality of Service in Jordanian Private Hospitals

“…Service quality is of great importance in organizations regardless of the sector in which they operate. To reach the required level of customer satisfaction, it is necessary to focus on improving the level of service quality provided (Hashem, 2018). Hoffman and Bateson (2011) defined service quality as "a criterion for the degree to which the actual performance of the service matches the expectations of customers or the difference between the expectations of customers and their perception of the actual performance of the service."…”

Sağlik Hizmetlerinde Üniversite Hastanelerinin Yönetim Şekilleri ve Yeni Bir Model Önerisi / Management Styles of University Hospitals in Healthcare Services and A New Model Proposal

“…Bu ek hizmetler gelecekte ki hizmet sunumlarını geliştirmekle birlikte müşteri sadakatini önemli derecede artırmaktadır. Bu ek hizmet grupları esas hizmetlerin etkisini artırmak veya geliştirmek için son yıllarda birçok şirket tarafından yoğun şekilde kullanılmaktadır (Hashem, 2018). Çekirdek hizmetlerin kendi içlerinde bir dizi tamamlayıcı ek hizmetler grubu bulunmaktadır.…”