Modified healthcare service quality model and moderation of perceived severity of illness

Purpose Customers’ perceptions and their judgments based on these perceptions are grave concerns for any service organization, especially when the services are delivered on the bodies and minds of those customers in the case of healthcare. Therefore, patients' perceptions and experiences are vital for the healthcare services to survive. The current study aims to test the impact of healthcare service quality (HSQ) based on modified SERVQUAL and patient satisfaction. It also aims at testing the moderating influence of patients’ perceived severity of their illness between HSQ and patient satisfaction. Design/methodology/approach Data were collected from 202 inpatients (after screening) at the time of their discharge with a survey questionnaire containing items of modified SERVQUAL. It was then analyzed on SmartPLS and SPSS. Structural equation modeling was employed to test the proposed structural model and hypothesis. Findings Results reveal that reliability, responsiveness, empathy and medical professionalism have a significant impact on patient satisfaction, whereas tangibles, assurance and patient safety have an insignificant effect on patient satisfaction. Moreover, patients’ perceived severity of illness did not moderate the relationship between HSQ and patient satisfaction, and medical professionalism comes out as the strongest dimension compared to others in healthcare service quality. Originality/value The current study is designed on a comprehensive theoretical framework underpinned by the two-factor theory of emotion. It comprises HSQ as an independent variable based on modified SERVQUAL, patients’ perceived severity of their illness as a moderating variable and patient satisfaction as a dependent variable. The conceptual model is developed on patients’ emotional experiences attached to the treatment they receive in public hospitals.