Evaluating the Service Quality of Selected Specialized Medical Clinics in Shiraz City, Iran, Using SERVQUAL Model

Nowadays, health care organizations face many challenges in terms of service quality. Therefore, it is essential to evaluate the quality of services in these organizations. This study aimed to evaluate the quality of service of specialized clinics in Shiraz City, Iran, using SERVQUAL model and specify the effects of service quality on the responses of service recipients during 2016.
This was a descriptive research and the study population included all customers of 6 specialized medical clinics in Shiraz City. The sample size was determined to be 201, using stratified sampling. The data-gathering tool was a researcher-made questionnaire and the data were analyzed using structural equations modeling.
There was a congruity between customer expectations and perceptions of clinic performance in terms of the dimensions of service quality (tangibles, assurance, empathy, reliability, and responsiveness). In addition, the impact of service quality of these clinics on the reactions of service recipients was confirmed. This effect could explain 83 percent of service recipients’ reactions.
Data analysis confirmed this model. Clinics managers using this model will be able to evaluate the quality of service, specify its effect on service recipients’ responses, and make plans for improvement of weaknesses.