CUSTOMER EXPECTATION AND EVALUATION OF SERVICE QUALITY IN THE HEALTH INDUSTRY (A CASE STUDY OF GENERAL HOSPITAL IDAH KOGI STATE)

This study investigates the critical relationship between customer expectations and their subsequent evaluation of service quality within the health industry. In an increasingly patient-centric healthcare landscape, understanding and meeting patient expectations are paramount for enhancing satisfaction, fostering loyalty, and improving health outcomes. This research aims to identify key dimensions of service quality that influence patient perceptions and to analyze the gap between what patients expect from healthcare services and what they actually receive. A comprehensive review of existing literature on service quality models, particularly the SERVQUAL model and its adaptations in healthcare, forms the theoretical foundation. The study employs a mixed-methods approach, combining quantitative data collection through surveys administered to a diverse sample of patients across various healthcare settings (e.g., hospitals, clinics, diagnostic centers) with qualitative insights gathered from in-depth interviews. The survey instrument measures patient expectations and perceptions across established service quality dimensions such as tangibles, reliability, responsiveness, assurance, and empathy, while also incorporating specific attributes relevant to the health industry (e.g., medical expertise, waiting times, communication clarity). Preliminary findings suggest that while core dimensions like reliability (accurate diagnosis and treatment) and assurance (trust in healthcare professionals) remain highly valued, patients increasingly prioritize empathy and clear communication. Significant gaps often exist between expected and perceived service quality, particularly concerning waiting times, administrative efficiency, and personalized care. The qualitative data further elucidates the emotional and psychological factors influencing patient expectations and their interpretation of service encounters. The implications of this research are significant for healthcare providers, administrators, and policymakers. By understanding the specific expectations of their patient populations, healthcare organizations can strategically allocate resources, design targeted interventions, and implement training programs to bridge service quality gaps. Ultimately, this study contributes to the body of knowledge on healthcare service quality, offering actionable insights for improving patient experiences and fostering a more responsive and patient-centered health industry.