Impact of Flexibility on Patient Satisfaction and Behavioral Intention: A Critical Reassessment and Model Development
In the anticipation of demand fluctuations, services cannot be inventoried and hence it creates a difficult problem in marketing of services. The inability to meet customers (patients) requirements in healthcare context has more serious consequences than other service sectors. In order to meet patient requirements in the current uncertain environment, healthcare organizations are seeking ways for improved service delivery. Flexibility provides a mechanism for reducing variability in service encounters and improved performance. Flexibility is defined as the ability of the organization to cope with changing circumstances or instability caused by the environment. Patient satisfaction is an important performance outcome of healthcare organizations. However, the paucity of information exists in healthcare delivery context to examine the impact of flexibility on patient satisfaction and behavioral intention. The present study is an attempt to develop a conceptual foundation for investigating overall impact of flexibility on patient satisfaction and behavioral intention. Several dimensions of flexibility in healthcare context are examined and proposed to have a significant impact on patient satisfaction and intention. Furthermore, the study involves a critical examination of determinants of patient satisfaction and development of a comprehensive view the relationship between flexibility, patient satisfaction and behavioral intention. Finally, theoretical contributions and implications for healthcare professionals are suggested from flexibility perspective.
Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1339994Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 1188
 WHO, “Healthcare Statistics,” Geneva, 2015.
 Y. P. Pai and S. T. Chary, “Dimensions of hospital service quality : a critical review Perspective of patients from global studies,” Int. J. Healthc. Qual. Assur., vol. 26, no. 4, pp. 308–340, 2013.
 T. W. Butler, G. K. Leong, and L. N. Everett, “The Operation Management Role in Hospital Strategic Planning,” J. Oper. Management, vol. 14, no. 2, pp. 137–156, 1996.
 S. Andaleeb, “Service Quality perceptions and Patient Satisfaction,” Soc. Sci. Med., vol. 59, no. 9, pp. 1359–70, 2001.
 World Bank, “World Development Statistics,” Washington DC, 2015.
 R. Ramchandran and T. K. Rajalaksmi, “Unhealthy Trends,”2009. (Online).Available: www.flonet.com/fl2607/stories. (Accessed: 10-Jun-2016).
 R. Naik and A. Byram, “Healthcare Service Quality effect on patient Satisfaction and Behavioral Intention,” Int. J. Pharm. Healthc. Mark. vol. 10, no. 1, 2016.
 S. A. Margolis, S. Al-marzouqi, T. Revel, and R. L. Reed, “Patient satisfaction with primary health care services in the United Arab Emirates,” Int. J. Qual. Heal. Care, vol. 15, no. 3, pp. 241–249, 2003.
 A. Zeithmal and M. J. Bitner, Services Marketing: Integrating customer focus across the firm, 3rd ed. New York: McGraw Hill, 2003.
 R. Raj, G. J. Thomas, W. W. Amit, K. G. Robert, R. R. G. Javalgi, W. Thomas, and R. B. Young, “Market orientation , strategic flexibility , and performance : implications for services providers,” J. Serv. Mark., vol. 19, no. 4, pp. 212–221, 2005.
 J. J. Cronin and S. A. Taylor, “Measuring Service Quality : A Reexamination and Extension,” J. Mark., vol. 56, no. July, pp. 55–68, 1992.
 A. Parsuraman, V. A. Zeithmal, and L. L. Berry, “SERVQUAL- A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality.pdf.” pp. 12–40, 1988.
 S. Haddad, P. Fourier, and L. Potvin, “measuring lay people’s perceptions of the quality of primary health care services in developing countries validation of a 20-item scale,” Int. J. Qual. Healthc., vol. 10, no. 3, pp. 93–104, 1998.
 M. Sohail, “Service Quality in hospitals: more favourable than you might think,” Manag. Serv. Qual., vol. 14, no. 3, pp. 197–206, 2003.
 M. Duggirala, C. Rajendran, and R. N. Ananthraman, “Patient Perceived dimensions of total quality service in healthcare,” Benchmarking, An Int. J., vol. 15, no. 5, pp. 560–583, 2008.
 H. Chahal and N. Kumari, “Development of multidimensional scale for healthcare service quality (HCSQ) in Indian Context,” J. Indian Bus. Res., vol. 2, no. 4, pp. 230–255, 2010.
 R. K. Rao Kondasani and R. K. Panda, “Customer perceived service quality, satisfaction and loyalty in Indian private healthcare,” Int. J. Healthc. Qual. Assur., vol. 28, no. 5, pp. 452–467, 2015.
 Y. Kim, C. Cho, S. Ahn, I. Goh, H. Kim, C. Cho, S. Ahn, I. Goh, and H. Kim, “Total Quality Management & Business Excellence A study on medical services quality and its influence upon value of care and patient satisfaction – Focusing upon outpatients in a large- sized hospital,” Total Qual. Manag. Bus. Excell, vol. 3363, no. June 2016, pp. 1155–1171, 2008.
 A. Zeithmal, “Consumer perception of price, quality, and value: A means-end model and synthesis of evidence,” J. Mark., vol. 52, no. 3, pp. 2–22, 1988.
 P. A. Dabholkar, D. Thorpe, and J. O. Rentz, “A measure of Service quality for retail Stores,” J. Acad. Mark. Sci., vol. 24, no. 1, pp. 3–16, 1996.
 D. Consuegra, A. Morlena, and A. Esteban, “An integrated model of price, satisfaction and loyalty: an empirical analysis in service sector,” J. Prod. Brand Management, vol. 16, no. 7, pp. 459–468, 2007.
 A. Pantouvakis and N. Bouranta, “Quality and price – impact on patient satisfaction,” Int. J. Health Care Qual. Assur., vol. 27, no. 8, pp. 684–696, 2011.
 J. L. Massie, “Flexibility in Management : A Concept in Economic Decision,” South. Econ. J., vol. 24, no. 4, pp. 447–457, 1956.
 D. M. Upton, “The management of manufacturing flexibility,” Calif. Manage. Rev., vol. 36, no. 2, p. 72, 1994.
 T. W. Butler and J. Ewald, “The fundamentals of flexibility,” Hosp. Top., vol. 78, no. 3, p. 11, 2000.
 P. Eric and L. Thomas, “Volume Flexible Strategies in Health Services : A Research Framework,” Prod. Oper. Manag., vol. 13, no. 3, pp. 230–244, 2004.
 T. L. Powers and E. P. Jack, “Using volume flexible strategies to improve customer satisfaction and performance in health care services,” J. Serv. Mark., vol. 22, no. 03, pp. 188–197, 2008.
 F. Idris, “Achieving Flexibility in Service Operations in Service Operations Using the rigid Flexibility Framework: An Exploratory Study,” Int. J. Bus. Soc., vol. 13, no. 3, pp. 279–292, 2012.
 Y. W. Chang and M. J. Polonsky, “International Journal of Hospitality Management The influence of multiple types of service convenience on behavioral intentions : The mediating role of consumer satisfaction in a Taiwanese leisure setting,” Int. J. Hosp. Manag., vol. 31, no. 1, pp. 107–118, 2012.
 H. L. Correa and I. G. N. Gianesi, “Service operations flexibility,” in International Conference of Europian Operations Management Association, 1994, pp. 1–7.
 R. E. Reidenbach and B. Sandifier-Smallwood, “Exploring perceptions of Hospital operations by a modified SERVQUAL approach,” J. Healthc. Mark. vol. 10, no. 4, pp. 47–55, 1990.
 D. P. Kessler and D. Myload, “Does patient satisfaction affect patient loyalty?” Int. J. Healthc. Qual. Assur., vol. 24, no. 4, pp. 266–273, 2011.
 C. Renner and E. Palmer, “Outsourcing to increase service capacity in a New Zealand hospital,” J. management Med., vol. 13, no. 5, pp. 325–338, 2008.