Service Quality Evaluation in General Department of Health Insurance of Fars Province Using a SERVQUAL Model (Case Study: Shiraz)

Javadi, Mohammad Hossein Moshref; Gol, Razieh
August 2011
Interdisciplinary Journal of Contemporary Research in Business;Aug2011, Vol. 3 Issue 4, p118
Academic Journal
Case Study
Considering the significance of the Service-Providing sector, the improvement of service quality in this sector has always been of a special significance. This goes far enough to regard the high-quality service as one of the most important challenges of service-providers in this century. So, to improve and evaluate the quality of their services, all service-providers have to identify the needs and expectations of their customers at the first step. SERVQUAL model is one of the most important models widely used to evaluate the quality of services of service-providers on a customeroriented basis. This model has been used in this study in order to evaluate the quality of services provided by Health Insurance Organization of Fars Province (Shiraz). Considering its applied purpose and its data collection method, this study is a descriptive and survey-based type The instrument used in this study is a Servqual standard questionnaire. The research population was all of insured people in Shiraz city. The questionnaire was distributed among and completed by a statistical sample composed of 400 insured people in Shiraz Health Insurance Organization. Number of Samples was gained from Krejcie & Morgan Table. The collected data was analyzed by SPSS17. To investigate the hypotheses, Wilcoxon test was used and to investigate the difference in the preferences of the insured, Freedman Test was applied as well. The results of this study revealed that there is a significant difference between the expectations of the insured and their perceptions of the service quality dimensions (tangibles, reliability, responsiveness, assurance and empathy). There is also a significant difference in prioritization of these dimensions according the insured. Considering the average scores, the dimension of reliability was the most important one, and the dimensions of responsiveness, assurance, empathy and tangibles ranked next, respectively. Conclusion: Based on these results, the expectations of the insured do not conform to their perceptions of the situation and their expectations have not been met in all dimensions of service provision.


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