The Relevance Of The Article In Managing An Emergency Services Department/Agency Article Review Sample
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International Review of Management and Marketing
Physical Evidence and Quality Service Delivery in Public Hospitals in
Edem Maxwell Azila-Gbettor
Ho Polytechnic, Ghana.
Simon Mesa Kwodjo Avorga
Ho Polytechnic, Ghana.
Lydia Sylvia Danku
Ho Polytechnic, Ghana.
Eli Ayawo Atatsi
Ho Polytechnic, Ghana.
The aim of this journal is research into the effects and impacts of the service-scape /physical environment to the perception of service delivery to the customers and consumers of the health services in Ghana. The journal is a research into the physical environment impact on the state of usage of hospitals or medical centers based on that.
Market mix has been defined in the journal by several authors as a combination of several aspects or details based on the relevant factors concerned. As provided by McCarthy and Perreault (1987),’marketing mix as the controllable variables that an organization can co-ordinate to satisfy its target market’ another definition of the marketing mix is by Lazer and Kelly, (1962) (1973), ‘On the other hand, suggest three elements: the goods and services mix, the distribution mix and the communication mix.’
Despite these definitions the market mix has been explained to change based on the nature of services offered therefore the definitions have been criticized because of the constant dynamism that involves different markets and has been said it should include participants, processes and physical evidence
The physical environment is considered fundamental as the exterior appearance, the interior appearance is judged by the consumer of a product or service and thus portrays the quality of service provided by an organization .This is referenced by Hoffman,’ According to Hoffman and Bateson (2006) an organization exterior appearance, interior design, and other tangible create a package that surrounds the service. The physical environment is instrumental in customers’ assessment of the quality and level of service they can expect and it sometimes considered as part of the product itself.’ This is a perfect illustration or explanation of how a business or organization may use such physical factors to attract and retain customers based on the customer perception right from the organization’s physical, tangible evidence and the general physical environment.
Physical environment may be categorized into the ambient factors, design factors and social factors according to (Baker 1987) Design factors include the aesthetic factors which bring pleasure and satisfaction to the consumer and the functional factors which determine the consumer behavior. These make up a component that demonstrates how a businesses’ physical environment is important and how it can be used to build an organization’s business.
In reference to our subject at hand the physical evidence at hospitals or emergency centers is very fundamental. This is echoed,’ Physical evidence is of specific essence in the hospital setting. Zeithaml et al. (2006)’.This refers to the parking signs, the waiting place, the medical equipment, the admission offices, recovery rooms and other physical places.
Research by Lawson and Wells-Thorpe (2002) indicate that study of a mental patient transferred or taken to a hospital or mental facility that has physical environment that conveys a positive picture to the patient results to less time being spent in hospital by the patient
This therefore shows that in an emergency setting such as a casualty unit in a hospital/dispensary, it would be ideal to use physical evidence such as ‘quick recovery’ bill boards or posts ,magazines headlining a good heath start, nice odours,serene environment and friendly persons visiting or being around to provide an environment that will influence patient’s or customers’ perception to the quality of treatment and health service they intend to receive as well as quick recovery to 100% health.
As Manager of a public services department
Implementation of the strategies
-Ensuring an environment in which a health facility is located is clean, has an inviting scent or sense of nice odor, maybe nice music and even friendly staff helps a sick patient change their perception of a public hospital in this case or a public Centre toward a positive thinking or attitude therefore accelerating their recovery already. (An impact on the mind)
-Introducing a market mix that is ideal for a certain market in order to achieve the desired market outcome based on the integrated market mix used or advanced .This may be done by providing a good healthcare interior room as well as the exterior facilities such as a waiting lounge, relevant signs showing the different departments in a local public hospital.
-All of these ideas and other notions such as stickers, medical magazines, inspirational books and people would be measures I would introduce and implement as a public health and service manager in a local hospital or health facility.
Baker, J. (1987), The Role of the Environment in Marketing Services: The Consumer Perspective. In:Czepiel, J., Congram, C.A. And Shanahan, J. (Eds.), the Services Challenge: Integrating For Competitive Advantage, Chicago: American Marketing Association, Pp. 79-84.
Lazer, W., Kelly, E.K. (1962), Managerial Marketing: Perspectives and Viewpoints, Richard D. Irwin,Homewood, IL
Mccarthy, E.J., Perreault, W.D. Jr (1987, 9th Edn), Basic Marketing. Homewood, IL: Richard D.
Lawson, B., Wells-Thorpe, J. (2002), The Effect of the Hospital Environment and Patient Experience and Health Outcome, The Journal of Healthcare Design and Development.
Zeithaml, V.A., Bitner, M.J., Gremler, D.D. (2006), Service Marketing. Integrating Customer Focus across the Firm. Singapore: Mcgraw Hill.
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