Establishing appropriate mechanisms for implementing patient‘s rights: Have
effective feedback mechanisms, for capturing complaints, and for gathering general satisfaction
data; analyses this information regularly in a meaningful way to identify areas for improvement,
examine the extent to which the patient can participate in treatment decision making.
- Applying total quality management, continuous quality improvement in which
emphasizes in taking care of staffs, teamwork, empowerment, leadership commitment, using
good and appropriate tools and methods to improve the process.
- Cooperation in quality improvement. This cooperation is reflected in two aspects:
Cooperation within the hospital and cooperation with external partners.
- Measuring and comparing quality indicators.
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of demographics on quality was supported by many researchers including
Webster et al., 1989 found that consumer demographic characteristics have a significant
effect on their consumers‘ expectations and perceptions of quality for professional services
and not for non-professional services. Katherine & Hathcote (1994) findings also indicated
that race, marital status and income yielded significant differences.
As mentioned previously, nearly all patients using public service of hospitals in
Thainguyen are usually paying for their medical services through insurance with partially
or fully covered, only small percentage used their own pockets to pay for their health
services. Thus it comes to notice that demographic characteristics do not have an impact
on the overall perceived service quality of the hospital.
5.2. Conclusions
Improving the quality of healthcare is an important and leading activity in the
direction of the field of medical examination and treatment of the hospital. This activity
always gets the attention of the board of directors of the hospital. However, in addition to
investments in infrastructure and enhance the responsibility of every staff, the hospital
needs to consider the strengthening of human resources and finance, improve patient
safety and patient satisfaction.
In the previous period, in order to improve quality, the hospital has established a
quality management unit to cover and supervise the quality of activities in the hospital.
Thereby, the hospital made a fundamental change in the quality management; this is also
an important step in changing and improving the quality of hospital, contributing to
improve patient satisfaction. Quality management is one of the indispensable activities
and becoming increasingly more important in health facilities in the current period, when
the patient's expectations are higher and higher.
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The research results showed that, majority of patients were satisfied with the
attitude of nurses and doctors. The care and positive attitude of nurses help patients reduce
fatigue and trust in hospital. Some advantages should continue to develop to get better
quality in terms of facilities, quality of doctors, consulting hours, attitude of almost
doctors and nurses.
All components reflect health service quality meet the expectation of patients when
they visit to hospital. Patients are quite satisfied with the quality of medical services and
will continue to use the services of hospital. Besides it, they also reveal their willingness
to recommend friends and relatives using the health care services of hospital.
Through testing the difference of demographic variables, the result showed that:
ANOVA analysis showed that there is no difference in overall level of perceived service
quality by ages, occupations, genders, educational level and income.
The majority of patients and their relatives have high satisfaction rate with the
medical services when visiting and being treated at the Thai Nguyen national hospital, in
which, Responsiveness and Reliability criteria reached highest-level.
Low satisfaction rate of the patients related to the tangible, garage item and noisy
environment landscape.
The problem posed is has to build a hospital environment that not only concentrate
on specialization, investing modern facilities and equipment but also other important
factors such as: clean green beautiful environment; positive attitude, attentiveness of
medical staffs even from security guards, vehicle custodian; can tin of patients;Doing
well these things, the hospital will attract more patients and not only meet national
standards but also international standards.
Following an extensive literature review and completion of the qualitative and
quantitative phases of the research, many factors were identified for healthcare service
quality. These researchers have included some of the original 10 dimensions that were
identified by Zeithaml et al. (1989) and others that they thought proved relevant to healthcare
from the works of Brown & Swartz (1989), Joby (1992), Walbridge & Delene (1993),
Woodside et al. (1989) and Carmen (1990). Additional factors were included from the results
of the qualitative research (in-depth interviews with patients and experts and pilot study).
This resulted in formulation of a wide-ranging model containing a broad array of
constructs and sub-constructs thought to affect healthcare service quality in the public
healthcare sector in Vietnam. The model was tested and showed significance for 5 modified
factors of SERVQUAL model to assess health service quality. The 5 constructs affected
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healthcare service quality was identified through factor analysis and multi variables
regression. The model suggests that there are five major factors for service quality that
include Reliability, Assurance (Security), Empathy, Responsiveness and Tangibility.
Several sub-constructs including nursing tangibles, hospital premises and employees‗
tangibles as well as room and housekeeping courtesy were found to have a more significant
impact on overall service quality than others. In addition, eight different scales to be tested
and Weighted SERVQUAL was identified as the ideal method for measurement of healthcare
service quality among the tested methods in the current research settings.
The effect of moderating variables (demographics) was also tested through ANOVA
analysis. Although age, gender, occupation, income and education did not have a significant
on variables of the research.
Finally, correlation between overall consumer satisfaction on one hand and behavioral
intentions to return and recommend were established.
As a conclusion, through the above research, the researcher was able to provide a
model for healthcare service quality in Thai Nguyen National Hospital. A valid and reliable
scale that will enable healthcare marketers and managers to evaluate the level of healthcare
service quality in their organizations, to pinpoint the weak areas and upgrade the quality of
the service provided was also established.
The author, based on the synthesis of some service quality models, along with
additional, certain adjustments to suit the circumstances, the characteristics of a public
hospital in Thai Nguyen National Hospital, has strongly inherited the results of this study to
test the quality of public hospital services in Thai Nguyen city. This is new to the topic.
5.3. Policy recommendations
In order to improve quality of the hospital, the following measures should be noted:
Includes solutions in building infrastructure systems, hospital equipment; Construction quality
management system; Management of hospital human resources; Building health financing;
Reform of the administrative organization of medical apparatus; Diversifying the type of
medical examination and treatment; promote the development of health information; Hospital
participation and implementation of international cooperation projects; Application of
information technology in the medical field.
For the detail solutions, the hospital should:
- Increasing the main resources: finance facilities, equipment and manpower.
- Reforming of the organization, financial mechanism.
- Developing operational standards, professional guidelines and monitoring the
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implementation; implementing the mechanism of clinical testing and feedback; having quality
plans for ongoing staff training and professional development.
- Establishing appropriate mechanisms for implementing patient‘s rights: Have
effective feedback mechanisms, for capturing complaints, and for gathering general satisfaction
data; analyses this information regularly in a meaningful way to identify areas for improvement,
examine the extent to which the patient can participate in treatment decision making.
- Applying total quality management, continuous quality improvement in which
emphasizes in taking care of staffs, teamwork, empowerment, leadership commitment, using
good and appropriate tools and methods to improve the process.
- Cooperation in quality improvement. This cooperation is reflected in two aspects:
Cooperation within the hospital and cooperation with external partners.
- Measuring and comparing quality indicators.
- Calibration: Using comparative information on quality with additional methods to
help service providers decide how to improve quality.
From the results of research about the patient satisfaction in the quality of medical
services in Thainguyen National Hospital, may propose measures to improve the quality of
health care services of the hospital, as follows:
In Tangibility aspect
- The hospital should pay attention in buying more modern and adequate medical
equipment to meet the increasing needs of patients; build a more beautiful and cleaner
hospital landscape that can reduce medical features. Especially, the hospital should build
some lakes for conditioning the environment, build flower gardens, landscaped garden,
medicinal gardens; Designing hospital rooms with sound-proof glass for patients that need
quiet; limiting the number of patient‘s relatives visiting them in the room; prohibiting
hawkers from selling in hospital; prohibiting playing, running around and loud quarrel in
the hospital; Building and expanding the covered garage, opening more parking ticket gates
to the patient.
- It is necessary to clean hospital room regularly in order to make patients feel airy
and comfortable for living during treatment time in hospital. Allocating sufficient hospital
beds per room, with sufficient fans or air conditioners to help patients avoid hot and stifling
atmosphere at noon or overcrowded situation when relatives visit patients. Beside it, the
hospital should allocate sufficient lamps to ensure standard lighting.
- The hospital should arrange more guiding counters to help patients performing the
necessary procedures and arising requirements. At the outpatient department: Adding
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photocopiers to perform services for patients when they have need; Arranging priority areas
for the disabled persons and children under 3 years old; Separating examination rooms for
people who have contributed to the revolution using health insurance card; Wi-Fi and a
number of modern amenities should be equipped at waiting room; adding examination rooms
for special patients in the rush hour; At labor ward, providing patients at the optional rooms
more serving equipment appropriate with service price.
- The hospital can add planned patient beds for cardiology ward to avoid many
people lying on a bed, cramped room, beds blocking the aisle. Supplementing, replacing and
repairing the equipment and facilities do not meet the requirements. Applying flexible
procedures with severe patient cases need to emergent treatment;
- Hospital needs to propose health insurance agencies to add a list of drugs to patients
using health insurance. Currently, there are many drugs used in treatment but not being
listed, patients have to buy outside.
In Reliability Aspect
- Training and development are vital cogs in the wheel when it comes to aiming for
service excellence. Therefore, the board of directions of the hospital should take care of
providing appropriate and continuous training for young doctors and new staffs. Creating
opportunities for them to gain experience. Arrange them under management of experienced
doctor. Allow them exposuring to patients via tasks from simple tasks to complex tasks,
avoiding too hard tasks will cause anxiety for patients
- The hospital should strictly comply the necessary treatment services for health status
of each patient, provide consulting information about the disease and what services patient
will be provided during treatment in hospital, it will help the patient have enough prepare for
psychology and finance.
- Hospital can public the information about specific working schedules of the medical
staffs and doctors. Limit to change that schedules and ensure patients easily meet your
treating doctor.
- Always raise up attitude and medical ethics, improve communication skills for
medical staffs, regular visits and encourage the health situation of the patient. Always be
friendly, considerate with patients irrespective of whether or not patients use health
insurance and disadvantaged persons.
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In Empathy Aspect
- After treatment time at hospital, doctors need to contact with patients to ask them
about the changes of their health, encourage them, adjust prescription if necessary.
- The hospital need to strengthen and attract more good doctors, accurate diagnosis for
patients. Medical staffs need to listen to patient‘s comments, react to patients requests. Make
sure that medical staffs always value patient‘s comments.
- There should be a link between the outpatient department and expertised wards to
facilitate the patients and their families, avoid trouble for patients and patiens have to take a
long time to implement admistrative procedures
- The hospital should reduce the number of patients per room to make hospital room
really be a place that patient can take a rest and get health medical care. At the Odontology
ward, need to pay attention to the attitude of the nurses. Ensure that they are really gentle,
professional and effective.
- The hospital's fee of people without health insurance card is higher than the average
income of people in Thai nguyen and in particular and the region of northern mountainous
area in general.
In Assurance aspect
- Supplement more types of services on-site to serve the needs of patients and their
families, avoid the exclusive situation with high-value services that damages to the financial
of patients and their family.
- The price of optional room is quite high, the number of bed is not respond to the
number of patient so the patient still lie transplant. Patients wish the hospital reduce the price
of optional room for patients who have long treatment time. Curently, the price of optional
room is two hundred thoundsan per day is not a small amount of expense if patient has a
long treatment time, not to mention the medical bills.
- Hospital should have a policy to reduce fees for highland peoples, the poor, disabled
people and people who have contributed to the revolution.
- The hospital should build working hours of the hospital ensures 24/24, ready to meet
the need for care and medical treatment of the patient all the time.
- The hospital need strengthen manpower and improving administrative procedure in
order to shorten the waiting time of patients at reception area and improve working process
ensuring the connection between wards, departments and units, minimize shorten the waiting
time of patients.
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Other recomendations
- The hospital may develope a plan to evaluate and improve quality according to
SERVQUAL model:
The way to apply this model including 8 steps:
- Step 1: Begining step: Determine the necessary và determination to apply the method
assessing the quality of services by SERVQUAL model.
- Step 2: Establish specialized unit have responsible to manage and assess health
service quality.
- Step 3: Raise up awareness and training skills to apply methods: Need to train quality
specialized team with basic skills such as identify patient‘s requirements, standardized
services, create assessment standards and the way to control quality.
- Step 4: Conduct standardization services to have a standard set of service, supplying
process and quality service control.
- Step 5: Creating regulations on quality assessment in order to have standard
rugulations (or procedures) on assessment, how to conduct assessment (both internal
assessment and assessment of the patients).
- Step 6: Creating annual assessment programme and assessment plan for each stage: The
annual assessment programme needs to have assessment cycle which is able to assess fully and
control comprehensively processes and parts that affect quality.
Assessment plan for each stage is necessary to determine the questions, specify how to
score and assess and things to tasks required for both assessment experts and assessmented parts
- Step 7: Issuing and appling the regulations of new health service fee, coinciding with
control the quality management in order to match between quality and fee of using services in
which the assessment of service quality following the SERVQUAL is an important content.
- Step 8: Maintaining and improving: perform the assessment (especially gathered
from the patients), result analysis, continue to improve quality while implementing
standardized services and processes that are consistent with patient‘s requirements.
In conlusions, the research has some implications as follow:
First, the research results will give to reader an overview of factors affecting the quality of
service of public hospitals in the city. Second, this study helps to identify the scale used to
measure quality of hospital services in the city, from which the Board of Directors can review
the quality of services that they are providing hospitals, thereby building held up for his
consistent policy to improve service quality, meet better to the needs of the people.
116
Limitations
Firstly, the sample selected for this study is from Thai Nguyen city. Hence the
conclusions drawn are mostly applicable to the health care sector in this city. So the results of
the study cannot be generated to other countries or healthcare system.
Secondly, the author tried to cover quite large number of respondents, but the author
only concentrated on patients and their relatives, there is a need of asking other stake holder
which have relate benefit in health sector such as medical staff, policy maker, manager,
to get qualitative information to analyses the quality of health services in public hospital.
Thirdly, the research only standing on the patient‘s side to assess and view the health
care services quality, it did not standing on the providers‘ point of view to assess the quality
and quality management.
Finally, the research only studied on public health services sector, did not study the
private sector. So that the research hasn‘t got the comparison between the quality of health
care services in public and private sector. The author only assess the patient satisfaction at a
point of time, do not have the assessment at different time of using service of patient.
Scope for future research
The future research may cover wider range with the comparisons of different hospitals
or in different countries. The researcher could also add more dimensions to measuring the
outcome of healthcare services or develop a new scale for evaluating the quality of services
in health care sector.
The researcher also focuses on the providers‘ point of view in assessing quality of
health care services. For the further understanding of health care services, researcher may
study quality of these services in the private sector and make the comparison between them.
Asking patients about expectations and perceptions at the same time can cause
confusion. Future research should ask the patient about the expected moment of admission,
and then asked about the perception of the patient after they have experienced the service.
This requires more time and effort, but can get better results.
There should be regular evaluation, continuously conducting to improve the quality of
hospital services, better meet the needs of the patient.
117
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APPENDIX
Appendix 1: Questionnaire
TABLE SURVEY OF PATIENTS’ SATISFACTION OF HEALH CARE SERVICES
AT THAI NGUYEN NATIONAL HOSPITAL
QUESTIONNAIRE
Dear Respondents,
I am Nguyen Thi Lan Anh, a researcher of the joint doctorate program between
Central Philippine University and Thai Nguyen University of Economic Business
Administration. I am conducting a survey on patients‘ satisfaction with health care services of
Thai Nguyen National Hospital in Thai Nguyen Province. You have been selected as a
respondent of this study, so may I request you to answer this questionnaire as honestly as
possible. There are no rights or wrong answers, all we are interested in are the numbers that
strongly shows your expectations, perceptions with of the services offered.
Please be assured that any information you provide will be treated with utmost
confidentiality and will be used for academic purpose only.
Respondent’s identification
Respondent No. ................
Category: Patient or Relative of patient
Using services at Department:
Using Health Insurance Card: Yes No
Time duration of treatment in TN hospital: ..(days)
Number of using hospital‘ service:(times)
* General Information of respondent
1. Name (optional): .................................................Phone number:.
2. Resident: Thai Nguyen province: 1- Urban ; 2 - Rural
or Others: ..
3. Gender: Male or Female
4. Age: Under 18 From18 - Under 30
From 30 - Under 60 Over 60
5. Ethnic: Kinh Ethnic minority
6. Occupation: Student Worker Famer Retire
Self business Public servant Others
7. Monthly income:
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≤ 2.0 million VND; From 2.1 – under 5 million VND;
From 5 - under 10 million VND; ≥10 million VND.
8. Education level:
Secondary school and lower; High school;
Diploma level; University graduate;
Post-graduate.
9. The reason why you choose Thainguyen National General Hospital:
High quality doctor; Modern facility and equipment;
Good reputation of Hospital; Good attitude of doctor;
Right line of treatment; Reasonable fee.
PART 1: EXPECTATIONS
This survey deals with your opinions of patients at Thai Nguyen National Hospital. Please
show the extent to which you think health care service should be.
Please rate on a scale of 1 -5 your experience to the statement on the left regarding the
quality of care you received during your most recent hospital visit.
Highly Satisfied Satisfied Neutral Dissatisfied Highly dissatisfied
1 2 3 4 5
1 2 3 4 5
A. Tangible (TAN)
TAN1 Thai Nguyen National Hospital has modern
equipment
TAN 2 The physical facilities at the hospital are visually
appealing.
TAN 3 Employees are neat appearing at hospital
TAN 4 Materials associated with the health care service
are visually appealing and clean
TAN 5 Parking facilities enabled patients to access
hospital without undue effort
B Reliability (REL)
REL6 Health care service of Thai Nguyen National
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hospital have reliable
REL 7 The nurses and doctors treated patients with
dignity and respect
REL 8 High quality of doctor and medical staffs
REL 9 The hospital provides services at the time they
promise to do so
REL10 The hospital keeps patient‘s information and
complains on record and keep it secret.
REL11 Patients were informed of any risks associated with
the procedure for any procedures of tests that were
recommended to patients‘ related health issues
C Responsiveness (RES)
RES12 Employees of hospital tell patients exactly when
services will be performed
RES 13 If patients had pain while at the hospital, staffs did
everything they could to control the pain
RES 14 Employees of hospital always be willing to help
patients.
RES 15 Employees of hospital have hotline respond to
customers‘ requests
RES 16 Employees of Thai Nguyen C hospital will give
prompt service to patients
D Assurance (ASS)
ASS17 Employees of hospital have the knowledge to
answer customers‘ questions quickly and exactly
ASS 18 Employees of hospital always polite and friendly
and gets on well with patients
ASS 19 The fees applied were reasonable in relation to
what other hospital charge for similar services
ASS 20 Customers (patients and their family) of TN
National General hospital feel comfortable in
health care services
E Empathy (EMP)
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EMP21 Hospital give patients individual attention
EMP22 Employees of hospital understand the needs and
wants of patients
EMP23 All procedures of health care service in hospital
are easy and convenient for patients
EMP24 Health service in hospital have operating hours and
communication space convenient to all their
customers
EMP25 No discrimination between HIC and paired fee
patients
PART 2: PERCEPTIONS
1 2 3 4 5
A. Tangible (TAN)
TAN1 Thai Nguyen National Hospital has modern
equipment
TAN2 The physical facilities at the hospital are visually
appealing.
TAN3 Employees are neat appearing at hospital
TAN4 Materials associated with the health care service
are visually appealing and clean
TAN5 Parking facilities enabled patients to access
hospital without undue effort
B Reliability (REL)
REL6 Health care service of Thai Nguyen National
hospital have reliable
REL7 The nurses and doctors treated patients with
dignity and respect
REL8 High quality of doctor and medical staffs
REL9 The hospital provides services at the time they
promise to do so
REL10 The hospital keeps patient‘s information and
complains on record and keep it secret.
125
REL11 Patients were informed of any risks associated
with the procedure for any procedures of tests
that were recommended to patients‘ related
health issues
C Responsiveness (RES)
RES12 Employees of hospital tell patients exactly when
services will be performed
RES13 If patients had pain while at the hospital, staffs
did everything they could to control the pain
RES14 Employees of hospital always be willing to help
patients.
RES15 Employees of hospital have hotline respond to
customers‘ requests
RES16 Employees of Thai Nguyen C hospital will give
prompt service to patients
D Assurance (ASS)
ASS17 Employees of hospital have the knowledge to
answer customers‘ questions quickly and exactly
ASS18 Employees of hospital always polite and friendly
and gets on well with patients
ASS19 The fees applied were reasonable in relation to
what other hospital charge for similar services
ASS20 Customers (patients and their family) of TN
National General hospital feel comfortable in
health care services
E Empathy (EMP)
EMP21 Hospital give patients individual attention
EMP22 Employees of hospital understand the needs and
wants of patients
EMP23 All procedures of health care service in hospital
are easy and convenient for patients
EMP24 Health service in hospital have operating hours
and communication space convenient to all their
126
customers
EMP25 No discrimination between HIC and paid fee
patients
Overall Patient Satisfaction (SAT)
SAT26 Overall, I am satisfied with hospital service
SAT27 I should definitely choose this hospital again if I
need it in the future
SAT28 I should recommend this hospital to a friend or
relative
Recommend for Health care service of hospital
Thank you for your support!
127
Appendix 2:FOCUS GROUP DISCUSSION
The following section lists the five features concerning hospitals and services of
hospital. We would like to know how important each feature is when evaluating a Hospital's
service quality. Please allocate a total of 100 points among the five features according to how
important each feature is to you. The more important the feature, the more points you should
allocate to it. Please ensure that the sum of points you allocate to the five features add up to 100.
Thank you for your support!
SERVQUAL IMPORTANCE WEIGHTS
1. TANGIBLE: The appearance of Thai Nguyen National Hospital
physical facilities, equipment, personnel, and communication materials.
2. RELIABILITY: Thai Nguyen National Hospital ability to perform the
promised healthcare service dependably and accurately.
3. RESPONSIVENESS: Thai Nguyen National Hospital‘s staff‘s
willingness to help customers and provide prompt services.
4. ASSURANCE: The knowledge and courtesy of the healthcare service
employees and their ability to convey trust and confidence.
5. EMPATHY: The caring, individual attention the health care service
provides to patients.
Total
.points
. points
... points
... points
...points
100 points
128
Appendix 3: RESULTS OFQUANTITATIVE ANALYSIS
3.1.TEST OF RELIABILITY
3.1.1. TANGIBLE
Reliability Statistics
Cronbach's
Alpha
Cronbach's
Alpha Based on
Standardized
Items N of Items
.761 .768 5
Item Statistics
Mean Std. Deviation N
A_1 3.6812 .72372 367
A_2 3.6785 .78938 367
A_3 3.6894 .72162 367
A_4 3.6785 .77188 367
A_5 3.7493 .72605 367
Inter-Item Correlation Matrix
A_1 A_2 A_3 A_4 A_5
A_1 1.000 .097 .914 .246 .492
A_2 .097 1.000 .146 .274 .193
A_3 .914 .146 1.000 .316 .576
A_4 .246 .274 .316 1.000 .724
A_5 .492 .193 .576 .724 1.000
Inter-Item Covariance Matrix
A_1 A_2 A_3 A_4 A_5
A_1 .524 .056 .477 .138 .259
A_2 .056 .623 .083 .167 .110
A_3 .477 .083 .521 .176 .302
A_4 .138 .167 .176 .596 .406
A_5 .259 .110 .302 .406 .527
Item-Total Statistics
Scale Mean if
Item Deleted
Scale Variance
if Item Deleted
Corrected Item-
Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if Item
Deleted
A_1 14.7956 4.753 .589 .838 .697
A_2 14.7984 5.681 .221 .085 .825
A_3 14.7875 4.539 .675 .857 .667
A_4 14.7984 4.768 .526 .560 .720
A_5 14.7275 4.456 .702 .659 .656
129
3.1.2. RELIABILITY
Reliability Statistics
Cronbach's
Alpha
Cronbach's
Alpha Based on
Standardized
Items N of Items
.843 .841 6
Item Statistics
Mean Std. Deviation N
B_6 3.5095 .83260 367
B_7 3.5640 .95277 367
B_8 3.5668 .95258 367
B_9 3.3815 .80060 367
B_10 3.3869 .82160 367
B_11 3.3161 .88295 367
Item-Total Statistics
Scale Mean if
Item Deleted
Scale Variance if
Item Deleted
Corrected Item-
Total Correlation
Squared Multiple
Correlation
Cronbach's Alpha if
Item Deleted
B_6 17.2153 12.913 .314 .146 .871
B_7 17.1608 9.824 .796 .997 .780
B_8 17.1580 9.822 .796 .997 .780
B_9 17.3433 10.931 .739 .790 .797
B_10 17.3379 11.284 .639 .746 .815
B_11 17.4087 11.767 .485 .258 .844
Inter-Item Correlation Matrix
B_6 B_7 B_8 B_9 B_10 B_11
B_6 1.000 .291 .289 .195 .146 .338
B_7 .291 1.000 .998 .631 .537 .401
B_8 .289 .998 1.000 .633 .539 .400
B_9 .195 .631 .633 1.000 .863 .416
B_10 .146 .537 .539 .863 1.000 .347
B_11 .338 .401 .400 .416 .347 1.000
130
Item-Total Statistics
Scale Mean if
Item Deleted
Scale Variance
if Item Deleted
Corrected Item-
Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if Item
Deleted
B_6 17.2153 12.913 .314 .146 .871
B_7 17.1608 9.824 .796 .997 .780
B_8 17.1580 9.822 .796 .997 .780
B_9 17.3433 10.931 .739 .790 .797
B_10 17.3379 11.284 .639 .746 .815
B_11 17.4087 11.767 .485 .258 .844
3.1.3. ASSURANCE
Reliability Statistics
Cronbach's
Alpha
Cronbach's
Alpha Based on
Standardized
Items N of Items
.763 .757 5
Item Statistics
Mean Std. Deviation N
C_12 3.5232 .89558 367
C_13 3.5041 .84243 367
C_14 3.4986 .89588 367
C_15 3.5068 .89280 367
C_16 3.5804 .71169 367
Inter-Item Correlation Matrix
C_12 C_13 C_14 C_15 C_16
C_12 1.000 .370 .914 .320 .504
C_13 .370 1.000 .347 .422 .167
C_14 .914 .347 1.000 .349 .428
C_15 .320 .422 .349 1.000 .022
C_16 .504 .167 .428 .022 1.000
131
Item-Total Statistics
Scale Mean if
Item Deleted
Scale Variance
if Item Deleted
Corrected Item-
Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if Item
Deleted
C_12 14.0899 5.306 .770 .853 .626
C_13 14.1090 6.660 .441 .241 .751
C_14 14.1144 5.391 .744 .839 .637
C_15 14.1063 6.756 .373 .247 .777
C_16 14.0327 7.365 .366 .280 .770
3.1.4. RESPONSIVENESS
Reliability Statistics
Cronbach's
Alpha
Cronbach's
Alpha Based on
Standardized
Items N of Items
.704 .700 4
Item Statistics
Mean Std. Deviation N
D_17 3.5259 .83879 367
D_18 3.7330 .74627 367
D_19 3.5259 .93432 367
D_20 3.6403 .77270 367
Inter-Item Correlation Matrix
D_17 D_18 D_19 D_20
D_17 1.000 .561 .626 .149
D_18 .561 1.000 .457 .203
D_19 .626 .457 1.000 .214
D_20 .149 .203 .214 1.000
Item-Total Statistics
Scale Mean if
Item Deleted
Scale Variance
if Item Deleted
Corrected Item-
Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if Item
Deleted
D_17 10.8992 3.206 .625 .488 .552
D_18 10.6921 3.656 .551 .343 .608
D_19 10.8992 2.987 .596 .419 .567
D_20 10.7847 4.454 .226 .060 .781
132
3.1.5. EMPATHY
Reliability Statistics
Cronbach's
Alpha
Cronbach's
Alpha Based on
Standardized
Items N of Items
.719 .733 5
Item Statistics
Mean Std. Deviation N
E_21 3.3106 .93882 367
E_22 3.6621 .81667 367
E_23 3.5940 .80046 367
E_24 3.5313 .80196 367
E_25 3.4632 .88283 367
Item-Total Statistics
Scale Mean if
Item Deleted
Scale Variance
if Item Deleted
Corrected Item-
Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if Item
Deleted
E_21 14.2507 6.729 .183 .040 .792
E_22 13.8992 5.615 .574 .390 .634
E_23 13.9673 5.545 .615 .663 .619
E_24 14.0300 5.324 .685 .699 .590
E_25 14.0981 5.908 .423 .276 .694
3.1.6. SATISFACTION
Reliability Statistics
Cronbach's
Alpha
Cronbach's
Alpha Based on
Standardized
Items N of Items
.981 .981 3
Item Statistics
Mean Std. Deviation N
F_26 3.5068 .59537 367
F_27 3.5341 .61254 367
F_28 3.5395 .61221 367
133
Item-Total Statistics
Scale Mean if
Item Deleted
Scale Variance
if Item Deleted
Corrected Item-
Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if Item
Deleted
F_26 7.0736 1.462 .954 .912 .974
F_27 7.0463 1.410 .965 .931 .966
F_28 7.0409 1.422 .954 .912 .974
3.2. RESULTS OF EFA
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .759
Bartlett's Test of Sphericity Approx. Chi-Square 6317.134
df 171
Sig. .000
Total Variance Explained
Component
Initial Eigenvalues
Extraction Sums of Squared
Loadings
Rotation Sums of Squared
Loadings
Total
% of
Variance
Cumulative
% Total
% of
Variance
Cumulative
% Total
% of
Variance
Cumulative
%
1 6.054 31.863 31.863 6.054 31.863 31.863 3.200 16.842 16.842
2 2.594 13.651 45.514 2.594 13.651 45.514 3.085 16.235 33.077
3 1.928 10.149 55.663 1.928 10.149 55.663 2.669 14.049 47.125
4 1.607 8.458 64.121 1.607 8.458 64.121 2.279 11.996 59.121
5 1.308 6.886 71.007 1.308 6.886 71.007 2.258 11.886 71.007
6 .959 5.048 76.056
7 .835 4.393 80.449
8 .742 3.905 84.353
9 .605 3.184 87.537
10 .528 2.777 90.315
11 .482 2.537 92.852
12 .436 2.296 95.148
13 .309 1.628 96.777
14 .179 .940 97.716
15 .165 .868 98.585
16 .117 .613 99.198
17 .079 .415 99.613
18 .072 .379 99.992
19 .001 .008 100.000
134
Rotated Component Matrix(a)
Component
1 2 3 4 5
B_8 .826
B_7 .826
B_9 .700
B_11 .641
B_10 .626
E_24 .762
E_22 .728
E_23 .720
E_25 .655
A_5 .846
A_3 .812
A_1 .774
A_4 .663
D_17 .860
D_19 .809
D_18 .752
C_12 .902
C_14 .874
C_16 .649
Component Score Coefficient Matrix
Component
1 2 3 4 5
A_1 -.125 .120 .317 -.037 -.056
A_3 -.125 .100 .326 .000 -.042
A_4 .183 -.192 .295 -.007 -.098
A_5 .061 -.110 .374 .023 -.114
B_7 .290 -.027 -.021 -.011 -.046
B_8 .289 -.026 -.021 -.012 -.045
B_9 .210 .101 -.053 -.040 -.065
B_10 .181 .100 -.061 -.018 -.053
B_11 .277 -.172 .063 -.089 .056
C_12 .013 -.055 -.110 -.045 .475
C_14 .021 -.071 -.122 -.004 .461
C_16 -.162 .086 -.011 -.007 .326
D_17 -.046 -.038 -.032 .414 -.013
D_18 -.028 -.039 -.021 .356 -.002
D_19 -.082 -.004 .040 .394 -.057
E_22 -.077 .280 -.036 -.031 .036
E_23 -.074 .271 -.011 .066 -.058
E_24 -.043 .271 -.024 .059 -.043
E_25 -.040 .263 .003 -.169 .017
135
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
3.3. RESULTS OF REGRESSION ANALYSIS
Variables Entered/Removed
a
Model
Variables
Entered
Variables
Removed Method
1 Factor5,
Factor4,
Factor1,
Factor3,
Factor2
b
. Enter
a. Dependent Variable: SuHaiLong
b. All requested variables entered.
Model Summary
b
Model R R Square
Adjusted R
Square
Std. Error of the
Estimate Durbin-Watson
1 .829
a
.686 .682 .33566 1.932
a. Predictors: (Constant), Factor5, Factor4, Factor1, Factor3, Factor2
b. Dependent Variable: SuHaiLong
ANOVA
a
Model Sum of Squares df Mean Square F Sig.
1 Regression 89.035 5 17.807 158.049 .000
b
Residual 40.673 361 .113
Total 129.709 366
a. Dependent Variable: A
b. Predictors: (Constant), Factor5, Factor4, Factor1, Factor3, Factor2
Coefficients
a
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
95.0% Confidence Interval for B
B Std. Error Beta Lower Bound Upper Bound
1 (Constant) -.224 .145 -1.543 .124 -.509 .061
Factor1 .153 .034 .153 4.554 .000 .087 .219
Factor2 .298 .030 .360 9.958 .000 .239 .357
Factor3 .126 .028 .154 4.472 .000 .071 .182
Factor4 .242 .027 .286 9.119 .000 .190 .294
Factor5 .236 .032 .258 7.325 .000 .173 .300
136
a. Dependent Variable: SAT
Coefficient Correlations
a
Model Factor5 Factor4 Factor1 Factor3 Factor2
1 Correlations Factor5 1.000 -.037 -.116 -.095 -.433
Factor4 -.037 1.000 -.032 -.134 -.190
Factor1 -.116 -.032 1.000 -.367 -.076
Factor3 -.095 -.134 -.367 1.000 -.144
Factor2 -.433 -.190 -.076 -.144 1.000
Covariances Factor5 .001 -3.127E-5 .000 -8.701E-5 .000
Factor4 -3.127E-5 .001 -2.825E-5 .000 .000
Factor1 .000 -2.825E-5 .001 .000 -7.653E-5
Factor3 -8.701E-5 .000 .000 .001 .000
Factor2 .000 .000 -7.653E-5 .000 .001
b. Dependent Variable: SAT
Residuals Statistics
a
Minimum Maximum Mean Std. Deviation N
Predicted Value 2.4127 5.0546 3.5268 .49322 367
Std. Predicted Value -2.259 3.098 .000 1.000 367
Standard Error of Predicted
Value
.021 .075 .041 .011 367
Adjusted Predicted Value 2.4259 5.0563 3.5276 .49330 367
Residual -1.36625 .73570 .00000 .33336 367
Std. Residual -4.070 2.192 .000 .993 367
Stud. Residual -4.133 2.202 -.001 1.002 367
Deleted Residual -1.40897 .74230 -.00084 .33932 367
Stud. Deleted Residual -4.229 2.213 -.002 1.006 367
Mahal. Distance .483 17.219 4.986 3.203 367
Cook's Distance .000 .089 .003 .008 367
Centered Leverage Value .001 .047 .014 .009 367
c. Dependent Variable: SAT
137
3.4. RESULTS OF DISCRIMINANT ANALYSIS
In terms of Income
Test of Homogeneity of Variances
SuHaiLong
Levene Statistic df1 df2 Sig.
.248 3 363 .863
ANOVA
SuHaiLong
Sum of Squares df Mean Square F Sig.
Between Groups .230 3 .077 .215 .886
Within Groups 129.478 363 .357
Total 129.709 366
In terms of age groups
Test of Homogeneity of Variances
SuHaiLong
Levene
Statistic df1 df2 Sig.
.664 4 362 .617
ANOVA
SuHaiLong
Sum of
Squares df Mean Square F Sig.
Between Groups .537 4 .134 .376 .826
Within Groups 129.172 362 .357
Total 129.709 366
In terms of Occupation
Test of Homogeneity of Variances
SuHaiLong
Levene Statistic df1 df2 Sig.
.895 8 358 .521
138
ANOVA
SuHaiLong
Sum of Squares df Mean Square F Sig.
Between Groups 4.242 8 .530 1.513 .151
Within Groups 125.467 358 .350
Total 129.709 366
In terms of Gender
Test of Homogeneity of Variances
SuHaiLong
Levene Statistic df1 df2 Sig.
1.739 1 365 .188
3.5. TEST OF CORRELATIONS
Correlations
F_26 F_27
F_26 Pearson Correlation 1 .949
**
Sig. (2-tailed) .000
N 367 367
F_27 Pearson Correlation .949
**
1
Sig. (2-tailed) .000
N 367 367
**. Correlation is significant at the 0.01 level (2-tailed).
Correlations
F_26 F_28
F_26 Pearson Correlation 1 .934
**
Sig. (2-tailed) .000
N 367 367
F_28 Pearson Correlation .934
**
1
Sig. (2-tailed) .000
N 367 367
**. Correlation is significant at the 0.01 level (2-tailed).