Gyan Management Journal Year: 2018(Jul-Dec), Volume: (12), Issue. (2) First page: (01) Last page: (07) Online ISSN: A/F Print ISSN: 2250-348X doi:
Impact of Customer Orientation on Medical Services,
Infrastructure and Communication Dimensions of Service Quality
in Hospitals: A Case Study of Chandigarh Tri city.
Ajay Kumar Dogra
1Research Scholar, U.B.S., P.U., Chandigarh
Corresponding author email id:
08 Oct 2018
18 Nov 2018
27 Dec 2018
How to cite the Article
Despite the importance of customer orientation and how it can influence the marketing efforts by an organization, the research on this particular construct has not been that much. Customer orientation is a vast term, used to cover all the components which contribute to maintain an efficient relation with client. It doesn’t mean being only aware of your clients, it also refers to the actions that need to be taken. in order to ensure they will continue to be your clients. Customer orientation has positive effects on sales performance, quality perception by the consumer, and construction of buyer-seller relationships and customer satisfaction. In this study, an attempt has been made to measure the impact of customer orientation practices on three dimensions of service quality, medical services, hospital infrastructure and patient communication. The results show that there is a significant relationship betw~en these various dimensions of service quality with customer orientation; hence the hospitals must focus on the customer orientation practices, so that the perception of patients and their attendants is on positive side regarding the service quality.
Orientation, Service Quality and Communication Dimensions.