USER PERCEPTION OF HOSPITAL SERVICES IN SALTILLO, COAHUILA MEXICO
DOI:
https://doi.org/10.24054/face.v23i3.2613Keywords:
Health Marketing, Service Quality, HospitalsAbstract
In the field of healthcare, perceived quality is considered to be a key factor for the efficiency of hospitals in resolving
patient problems.
In this work, the SERVQUAL tool (1988) is applied to evaluate the perceptions of service quality in a healthcare
environment and delve into the issue of measuring the perception of patients in the main hospitals in the city of Saltillo,
Coahuila. It is a quantitative, descriptive and correlational study using correspondence factor analysis to develop
perceptual maps that reveal the competitive positions perceived by users.
The results show us the differential attributes for the target market, concluding that the Hospital del Niño is the best
evaluated public hospital and the Centro Hospitalario la Concepción as the best of the private hospitals. Conclusions
from the study and the ways in which the results can be used to improve the competitive position of the hospitals
evaluated are presented.
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