Abstract:
This is a phenomenological research study within the perspectives of service marketing
concepts by which deductive approach was used to collect views of respondents. Twostages stratified sampling technique was employed to select the elementary units of the
sampling frame, in which empirical evidence were obtained from the service renders
(Doctors, Nurses supportive Staff of the Hospital) and service recipients (patients and their
relatives, those who had obtained services from the Kurunegala Teaching Hospital).
Questionnaire No.1, which was administered among the service providers was structured
upon the service characteristics and on the basis of the four service provider-gaps it was the
primary concept of the present research. Questionnaire No.2, which was administered
among the selected service recipients was structured on the perceived service quality and
service satisfaction on the operational performance and the level of capability relating to
service delivery, willingness to help patients and relatives to provide a prompt service to
convey the trust and confidence and individualized attention to the customer needs. The
same concept stated above was also used in here too. Lickert score mean and the standard
deviation was used to check the level of significance of each factor influencing the
operational performance of the Hospital service. Regression Analysis was used to find the
strength of each independent variable i.e reliability of the Service (XI) Empathy (X2) and
Tangibility (X3) Encounter satisfaction (X4) Functional quality (xs) Technical quality (X6)
where as those were independent variables of the model at which the operational
performance was the y variable (dependent variable) of the Research Model. Research
finding revealed that grater proportion of operational performance depends on the amount of
responsiveness of the officers of the Hospital Health Care Service. Study further indicates
that physical logistical facilities such as Logistics, communication channels and other
comforts must be provided to the customers that would enhance the of the service
satisfaction resulting the greater service encounter satisfaction. It was found that a greater
proportion of performance improvement depends on the provision of high quality service
environment which conceptually, becomes the background of the service point, in relation to
the service organization.
