Internship Report On United Hospital Limited Nazmur Rahman October To December 2012

North South University
BUS: 498
Internship Report On
Measuring patient satisfaction level of United
Hospital Limited
Submitted To:
Associate Professor Dr. M Khasro Miah
Faculty, BBA & MBA Program
North South University
Submitted By:
M Nazmur Rahman
ID # 071-135-030
Student of internship of FALL 2012
Mobile No. 0192-1895430
E-mail Address: nazmur_2007@yahoo.com
Date of Submission: 30/12/2012
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Letter of Transmittal
December 30, 2012
Associate Professor Dr. M Khasro Miah

School of Business,
North South University,
Bashundhara, Dhaka.
Sub: Submission of Internship Report
Dear Sir,
I submit a research report on Measuring patient satisfaction level of United Hospital

Limited. This report is also a compulsory requirement of the BBA Program of North South
University. The purpose of this report is to determine the patients of United Hospital Limited are
satisfied with the service level provided by United Hospital Limited or not.
I have enjoyed working on this report, especially, the guidance given by the research supervisor
was very much helpful and because of his valuable suggestions, the work became easier for me. I
am submitting this report for your kind consideration and also would like to thank you for your
advice and support in this respect. I shall be available for any clarification on the report,
whenever necessary.
I do hereby declare that the report is neither copied out from anybody's work nor published fully
or partly in any journal in Bangladesh or outside Bangladesh.
Sincerely yours,
M Nazmur Rahman
_____________________
ID: 071-135-030
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Acknowledgement
First of all, I would like to thank the Almighty for giving me the strength and the aptitude to
complete this report within due time. I would like to express my gratitude to all the people that
were involved both directly and indirectly in the preparation of this report. I apologize to the
people whose names that I have not mentioned and their contribution is highly appreciated by
me.
I would like to thank my academic supervisor Associate Professor Dr. M Khasro Miah, School of
Business, North South University, for guiding me and for giving me the opportunity to initiate
this report. More specifically, I would like to thank him for imparting his time and wisdom.
I want to thank all the officials of United Hospital Limited that were involved. I would especially
like to thank Mr. Syed Ashraful Masum, Assistant in-Charge, Marketing (UHLBD) for giving
me time and sharing his thoughts and insights regarding his company as a whole. I would like to
thank him for giving me the required information to commence this report and for providing the
permission to do the required research work.
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Executive Summary
Internship program is the pre-requisite for the graduation in BBA. A report has to be built for the
university and organization requirement. The topic of the report is Measuring patient
satisfaction level of United Hospital Limited.
United Hospital Limited, a concern of United Group Bangladesh, is one of the best health service
providers in our country. It was established in 2006 to meet market demand for health care
services with world class facilities and modern equipments. The company has achieved people
faith and respect for its last two years successful operations. The hospital has the experience and
specialization to provide best medical facilities available in the world and every time its
developing each of the departments.
For doing this study, I had surveyed on 120 respondents or the clients of United Hospital
Limited. From their responses on various factors of hospital service system, I had found that the
patients were satisfied with the hospital service by the overall measurement of data analysis and
findings.
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TABLE OF CONTENTS
NAME PAGE NO.
OVERVIEW OF ORGANIZATION 8-26
(United Hospital Limited)
1. Overview of United Hospital Limited 8
2. Background and location 9
3. History of United Hospital Limited 9-10
4. United Group Board of Directors 10
5. Organogram of United Hospital Limited 11
6. Mission 12
7. Vision 12-13
PART - 1 8. Objectives 13
9. SWOT Analysis 14-15
10. Department and Specialty Areas 16
11. Descriptions of the Departments 16-18
12. Supporting Facilities 18
13. Promotional activities of United Hospital Limited 19
14. Services and facilities of United Hospital 19
15. Reliable Automation 20
16. Medical and Professional services 20-22
17. Proposed Integrated Marketing Communication Tools 22-23
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18. Social Responsibilities and Social Awareness 23-24
19. Public Relation 24
20. Sales Promotion 24
21. Mass-Media Advertising 24-26
INTRODUCTION 28-31
1. Introduction 28
2. Literature review 28-29
3.Objective of the study 29
4. Significance of the study 29-30
5. Research model 30
6. Research methodology 30-31

PART - 2
7. Limitations 31
DATA ANALYSIS & FINDINGS 33-51
1. Frequency Test 33-47
2 .Hypothesis 48-51
RECOMMENDATION & CONCLUSION 52-54
4.1 Recommendation 53
4.2 Conclusion 54
BIBLIOGRAPHY
APPENDIX
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PART 1
OVERVIEW OF ORGANIZATION
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Overview of United Hospital Limited
A government estimate puts the figure of foreign exchange spent for treatment abroad at Tk 3000
crore, with such initiatives as United Hospital Ltd., Apollo Hospital and Square Hospital have
undergone, people of Bangladesh can now rely on these hospitals.
United Group, the founders of United Hospital, was established about three decades ago in 1977.
From its humble beginnings the group has emerged today as one of the major player in the
development of the economy of Bangladesh. Its areas of activities cover power generation,
property and land development, weaving, spinning and textiles, pharmaceuticals, land port
services, travel & tourism and educational institutions.
United Hospital is one of the leading health service providers in the country with a massive 450
beds capacity. As United Hospital Ltd is a multi disciplinary Hospital, it is committed to provide
best health service; its always tried to develop themselves with the best doctors and equipments.
At present it does have world class equipments and bringing all the new equipments. As we can
see the Hospital has most of the major departments and many of them will open soon, its target is
to provide all the health care services in the world.
United Hospital Ltd is a long cherished dream of world-class health service provider in
Bangladesh has come true. We believe in building a healthy nation by healthy people. United
Hospital Limited is enriched with a dedicated team of competent medical professionals, trained
nurses and staffs to provide a complete health solution. We strongly desire to be the trendsetter
in providing quality and complete treatment and are committed to rendering medical services
better than the best. As such the latest medical equipments with the state of the art technology are
in place to facilitate the complete treatment. United hospital is one of the largest private hospitals
in Bangladesh with over 450 beds capacity spread across a total covered area of approximately
45,000 sft. Currently United Hospital is planning to establish a nurse hostel.
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Background and Location
United Hospital Limited was born out of a vision to provide a complete and one-stop healthcare
solution to the people of Bangladesh. Opening its doors in August 2006 and situated besides the
picturesque Gulshan Lake, this hospital is one of the largest private sector healthcare facilities in
Bangladesh. With a capacity to house over 450 patients and established across a total covered
area of over 400,000 square feet, the hospital has 11 state of the art operation theatres to cater to
the needs of our varied patient base.
Our departments of cardiology, cardiac surgery, oncology, gynecology, orthopedic and

pediatrics are staffed by the most esteemed doctors in their respective fields. As an example, a
glimpse at our cardiology department would reveal that till date we have conducted over 5440
open heart surgeries and over 22169 angiograms and angioplasty operations. Thats over 4-6
heart related surgeries per day alone since our inception.
With their technology and their expertise, and with the support of their friendly staff, they strive
each day to be the number one health care provider, not only within Bangladesh but within the
Asia-Pacific region.
History of United Hospital Limited
Incorporated as Continental Hospital (Pvt.) Ltd, a private limited

10/04/1985
company on
Initial promoters of Continental Hospital Limited 10
The authorized capital oh CHL during incorporation Tk. 1.0 crore
Signed Agreement with CP Kukreja International Pvt. Ltd. New Delhi,
India (a Hospital architect) and Project Management Agreement with In October 1993
Indian Hospital Corporation on
Signed Management Agreement with International Healthcare Group,
23/09/1999
UK on
United Group took over the Management of the Continental Hospital on 21/01/2004
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Conversion from Public to Private Limited Company 29/08/2004
The Authorised Capital of the company raised to Tk 200 Crore
The Change of Name of Hospital from Continental Hospital Limited to
28/06/2005
United Hospital Limited on
Construction commenced in October 2004
Hospital formally inaugurated in August 2006
United Hospital Board of Directors
Name Post
Mr. Hasan Mahmood Raja Chairman
Mr. Ahmed Ismail Hossain Vice Chairman

Mr. Faridur Rahman Khan Managing Director
Mr. Khandakar Moinul Ahsan Director
Mr. Akhter Mahmud Rana Director
Mr. Abul Kalam Azad Director
Mr. Khaled S Ahmed Director
Maj (Retd) Dr. Rezanul Haque Director
Mr. Moinuddin Hasan Rashid Director
Mr. Abdul Awal Mintoo Director
Humayun Kabir Director
Mr. Saifur Rahman Director
Mr. Nasiruddin Ahmad Chowdhury Director
Mr. Md Badrul Ahsan Director
Najmul Hasan Director
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Mission
Their number one priority is to provide us with high quality healthcare in a friendly and
compassionate environment. They are committed to
Quality
Operating at the highest standards of safe and ethical practices and demonstrating continuous
improvement.
Effectiveness
Selecting the most appropriate services to produce the desired health outcomes.
Integration
Providing clear pathways by ensuring collaboration, consultation, effective communication with

health service providers.
Caring for the Community
Promoting health and providing care based on a commitment to well being of the patients.
Caring for our staff
Caring for the health of our staff and developing a culture of trust, and training for personal
growth.
Research and Training
Providing an environment that promotes personal development, learning and research.
Vision
Their vision is:
To be the hospital of choice for patients, physicians and employees in Bangladesh

because of our preeminent patient care and teaching programs.
To be well recognized as a technology leader in Dhaka.
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To be a prominent community member known for meeting the healthcare needs of the
entire community through incomparable patient care and wellness programs.
Objectives
Their main objective is To improve the health status and socioeconomic conditions of the
people of Bangladesh and beyond by being a key provider of quality healthcare
Besides this,
To consolidate core areas of in-patient, out-patient and community based health services
delivery
To consolidate and introduce a select number of specialized services directly expected to
improve patients care, physiotherapy, clinical pastoral care, etc
To secure, train and retain a sufficient number of qualified satisfied and committed
personnel through development of comprehensive human resources strategic plan
To re-orient and improve hospital activities towards quality of service and humanity of
care
To improve the efficiency of services and health information system and communication
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SWOT Analysis
Strengths Weakness
Founder is the United Group, with Not projecting to the general public.
sound management and financial New in the business compared to the
support. competitors.
Management partnership with KPJ Poor visibility of the hospital location.
healthcare Berhad of Malaysia. Exterior of the building perceives as a
Larger premises with 450 beds. five starred hotel.
State-of-the-Art equipments. Webpage is poorly constructed.
Provides modern day healthcare Has not yet focused on promotional
facilities. activities.
Integrated hospital information system.
Own Blood Bank and Incubator
facility.
Doctors and physicians with oversea
degrees.
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Opportunities Threats
Extensive promotional activities. Renowned competitors.
Online appointment services. Competitive pricing.
Introducing more specialties i.e. Eye- Extensive advertising by the
care, Microbiology, Geriatrics etc. competitors.
Hiring Foreign Physicians. Overseas hospitals.
Geographical expansion by launching Increased Tax rate on imported
information centers. equipments and on income.
Multi-lingual help desk and hotline Restriction on recruiting foreign
services. doctors and rules on recruiting local
Social responsibilities and social physicians.
awareness program.
Ambulance service with a standing
physician.
Healthcare seminars.
Helipad and helicopter ambulance
services.
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Department and Specialty Areas
Current Services
Anesthesiology Laboratory
Blood Bank Neonatology
Cardiac Surgery Nephrology and Dialysis
Cardiology Neuro Surgery
Endocrinology Obstetrics and Gynecology
ENT Orthopedic Surgery
Gastroenterology Pediatrics
General Surgery Physiotherapy and Rehabilitation
Hematology Radiology and Imaging
Internal Medicine Urology
Oncology Neurology
Nuclear Medicine Ophthalmology
Dental Psychiatry
Dermatology Rheumatology
Medical Oncology Respiratory Medicine
Descriptions of the Departments
Cardiology:
The Cardiology Department at United Hospital was set up in October 2006.

Currently the department has three Consultants and seven Specialist level staff in addition
to large number of junior doctors and various types of Technicians.
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The department has provided medical facilities to over 15,000 patient and has performed
over 22,000 intervention procedures in 68 months.
The department is supported with 22 CCU/ HDU beds in addition to general beds.
Equipment include 2 nos. Cathlabs, 1 no CT Angio, including ECG, Echo, ETT, Holter
facilities.
Mother and Child Care Center:
Their Mother and Child care centre offers us specialized service under renowned proficient and
skilled doctors to ensure our baby is in safe hands. They have 24 hours Obstetrics and
Gynecology, Neonatal and Pediatrics emergency service with the following facilities:
State of the art operation theatre

Neonatal & Pediatrics ICU
Nursery
Neonatal & Pediatrics cardiac care
Phototherapy unit
Follow up clinic for high risk newborns
Parental nutrition
Nephrology:
The Division of Nephrology at United Hospital works closely with other specialists, including
cardiologists, endocrinologists, pharmacists, nurses to deliver high-quality, cost-effective care to
patients who suffer from problems involving the kidneys.
UHL treats nephrology disease, including:
Chronic kidney disease

Critical care nephrology
Diabetic nephropathy
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Kidney failure
Kidney stone disease
Intensive Care Unit:
They provide state of the art specialized personal care for every critical patient on 1:1 basis
nursing service supervised by trained ICU doctors 24 hours a day, 7 days a week.
Their ICU Services & Facilities are:
24 hours supervision under-guidance of highly trained consultant with 10 year overseas

experience in ICU.
24 hours trained nursing staff for each individual patient.
Central monitoring system.
Portable X-ray machine within ICU
Facility to implant temporary pacemaker
Hi-tech vital sign monitor for every patient
Supporting Facilities
We have 4 Ambulances, 2 are equipped with all types of support required for cardiac
patients.
Ambulance support is provided countrywide.
Emergency department has instant access to our Consultants and other departments.
UHL has its own Radiology and Pathological departments for instant diagnosis, including
a licensed Blood Bank.
We have our own power generation capacity of 2.4 MW.
In-house F&B facility to cater 1500 meals per day.
In house laundry and housekeeping services to satisfy patients.
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Promotional activities of United Hospital Limited
Effective hospital marketing is challenging. A smart and sensible advertising and marketing
campaign can include an interesting media mix such as print advertising, television, radio
commercials and placed press releases. A smart radio commercial can create awareness but is
even more powerful when combined with a television commercial. Keeping the facility, nurses,
physicians and other healthcare providers top of mind creates awareness and support from
within the institution and community. Moreover, patients are the best resources for marketing
ones hospital. Recently United Hospital is doing lots of promotional activities, including massive
two years celebration and Hospital Documentary in TV Channels.
Nonetheless, Apollo Hospital Dhaka has projected directly to their target market with its vast
range of services and specialists. But this proposal would help United Hospital Limited to focus
on the bottom approach by implementing pull strategy, with extensive publicity and social
awareness. Since Apollo Hospital Dhaka is a Multi-national Hospital with a global vision,
United Hospital can emphasis their vision locally by adding more value to their services.
Services and facilities of United Hospital
Introducing helipad and helicopter services and having ambulance booth at few of the busiest
locations in Dhaka city, to avoid traffic jam hassle. The ambulance can have immediate standing
doctors or physician present. Promoting Health Tourism with few of the popular tourism
agencies in the country can add value to its services. Geographical expansion as Apollo has
initiated with Information Centers in Rangpur, Chittagong, Sylhet and many other districts, can
generate more awareness. The hospital building is a purpose built facility, accommodating 450
beds in wards, cabins, emergency, ICUs, CCUs, ICCUs and other facilities. The hospital has 6
patient lifts, 2 visitors lift and 1 VIP lift. They also have their own secured parking facilities for
over 350 vehicles so that the visitors can have a peace of mind when they visit their dear and
loved ones or when they come for medical checkups.
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Reliable Automation
The hospital has a total of 12 Operation Theatres and 2 Cathlab.
These include: 4 General OTs, 4 Cardiac OTs, 3 Gynae & Caesarean OT, 1 Emergency
Procedure OT, 2 Cathlabs.
Various facilities in the hospital are monitored through a building management system (BMS).
The floors throughout the hospital are covered with anti-static, non-abrasive and anti-bacterial
vinyl material. The Operating Theater are pre-fabricated with a structural steel shell and join-less
sealed sterile coating. The electrically operated ICU beds are fully automated with battery
backup. The modular patient monitoring systems are fully automated with remote control option.
All the ICUs including the isolation room, to quarantine patients with contagious disease, are
lack facing and have fully automated nurse call system to monitor patients and provide instant
service.
United Hospital has set up a specially designed state-of-the art Integrated Hospital Information
System to record and monitor all activities and to store patient information in digital format for
ease of access and long time storage.
Medical and Professional services
Blood Bank
Many patients are eligible to donate blood for their own use (autologous donar) (autologous =
Derived or transferred from the same individual's body). We can ask our physician for
information about whether or not we can be an autologous donar.
Cardiac Rehabilitation
The Cardiac Rehabilitation program will assist us in achieving and maintaining a healthy life-
style. We will have the opportunity to learn more about our own cardiac disease. To become
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more aware of our risk factors and we will be educated in the most beneficial way to exercise
after having a cardiac event.
Cardiopulmonary
Certified therapists and technicians identify and treat breathing and lung problems, administering
breathing and oxygen treatments and monitoring patients requiring mechanical ventilation. The
department also provides ECG testing and EEG testing as well as a pulmonary rehabilitation
program.
Intensive Care Unit
Our Intensive Care Unit is designed to provide a concentration of skills, state-of-art equipment
and facilities. Highly skilled and specially trained critical care nurses directed by physicians and
supported by other members of our healthcare team are dedicated to delivering the highest level
of medical care possible.
Emergency Services
The Emergency Services Department is a 24-hour, full service emergency department,

responding promptly with the highest degree of commitment to delivering quality emergency
care. Specialty rooms are maintained to handle cases of cardiovascular illness, trauma,
orthopedic injuries and pediatric patients. Specially trained emergency nurses trained in Advance
Cardiac Life Support (PALS) support our physician.
Laboratory
The hospital offers a full service laboratory that is staffed 24 hours a day, seven days a week for
inpatient services. On Fridays and holidays, the laboratory is closed for outpatient services
except for the Emergency Department.
Maternity Centre
Having a baby is an important and exciting time. The team of Maternity Centre physicians and
nurses are proud to provide us with excellent care during this special time in our life.
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Medical Records
Medical records, both in digital format as well hard copies, are maintained for every individual
evaluated or treated at the hospital. Medical records furnish documentary evidence of the
hospital and are maintained for our benefit as well as that of the medical staff and the hospital.
Nutrition Services
Dieticians are available to help with any nutrition related questions or concerns we may have
about our diet. A wide variety of nutrition services are available and are individualized according
to patient needs.
Radiology and Imaging Services
The Radiology and Imaging Department provides extensive services to our patients including
mammography, diagnostic x-rays, ultrasound, CT scans and MRI.
Surgical Services
They offer a broad range of outpatients, same day and impatient surgeries. Their staff ensures
that we receive excellent care throughout our surgical procedure and hospital stay.
Proposed Integrated Marketing Communication Tools
Direct Marketing
Brochures:
Collective database with customers information with the help of house, response and complied
lists. The brochures can be delivered through mail or can be requested online. But currently
hospital marketing department is doing well with it.
Direct Response marketing:
Since in hospital business, every satisfied customer brings thousand new customers, therefore,
direct response advertising is to produce a clear response.
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Print Media:
Ads in newspaper or magazines inform the customers with a toll-free telephone number, so that,
all inquiries would be answered. They also distribute free standing cards to every local
dispensaries, ATMs and pharmaceuticals in order to familiarize the customer with their toll-free
telephone number, emergency number, web address etc.
Internet:
Building informative and interactive website could play a vital role in marketing. They also
promote online consultation program, where the doctors can seek second opinions on treatment
plans from KPJ (Kumpulan Perubatan Johor) healthcare Berhad of Malaysia. Out patients can
ask a question to any particular doctor through the use of Extranet.
Broadcast Media:
The Cable TV media is used to tap customers particular interest of healthcare services. The
advertisement would have both straight-forward and problem-solving message approach. The
message approach would have emotional appeal while targeting the customers but moral appeals
while projecting the hospitals social responsibilities and awareness programs.
Social Responsibilities and Social Awareness
Healthcare awareness seminars and continual education programs can be arranged for the in and
out patients on monthly basis. They also arrange seminars such as AIDS- Awareness and
extend helping aide to ACID-victims and educate under-privileged woman in the country with
Pregnancy and Precautions.
They also publish Health-Living and booklets on such serious matters as AIDS, Heat-stroke
and Child-care etc, which use to create awareness among the out-patients and also help in
patients.
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Public Relation
To enhance the image of the hospital, more publicity, news-conference, sponsoring events such
as Blood donation, Concert for AIDS awareness etc can significantly boost United
Hospitals image. Also, whenever the doctors perform pioneering surgeries or winning awards
for their achievements, United Hospital Ltd. can use the media to peach their success.
Sales Promotion
Price Deals
Price Deals for senior citizen:

A discounted price would be provided to senior and elderly citizens of Bangladesh, such
as, they can save up to 20% on their drug prescription, meal discount.
Price deals for pregnancy:
25% discounts can be provided to pregnant patients if they are willing to receive routine
treatment from the beginning of their pregnancy till the birth.
Referral Price deals:
Local dispensaries, pharmaceuticals and doctors will be contracted and requested to
recommend United Hospital for further check-ups. For which the returning patients will
receive 5% discounts and the local doctors, pharmaceuticals will receive another 5%
bonus for per patient.
Office employer price deals:
An agreement between the hospital and with several individual organizations with in-
house medical centers, to recommend the hospital services to their employees and may
receive a 20% discount.
Mass-Media Advertising
Target audience:
Affluent citizens of Bangladesh and the upper to upper-middle class people.
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Message:
Serving the better than the best, satisfying the healthcare expectation of the community.
Media:
TV, Billboard, Radio, Transit signs, mode of transportations, Prints, Internet.
TV Ad:
Through Cable TV channels, as Apollo and Labaid have both followed relatively similar TV
advertisement patterns, United Hospital will project the ad from a different angle. The ad would
have both moral and emotional appeals to it. Rather then, broadcasting only the emotional
appeals as family value and fear of losing someone. United Hospital would underline the moral
appeal of Nurture= Dream fulfillment and emotional appeal would show how the doctors, nurses
and staffs are tied together to save ones life. The time slots to broadcast are during the prime
time from 7:00 pm to 12:00 pm, 5 advertisement schemes will be telecasted. During day hour
only one will be telecasted. United Hospital recently went to TV with a 25 mins hospital
documentary. This is just a begging, hospital can now make commercial add, buy news
sponsorship etc.
Billboard:
Transit signs, Billboards and Bus-Body can be used to advertise the image of Hospitals.
Billboards suggesting social well-fare as AIDS, Blood-Donation and Cancer can also be
effective. This billboard will be effective in important place of the city.
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Print Media:
Newspaper, Magazines on health issues, car sticker can be used to spread the image of the
hospitals. The advertisements will appear on the right hand page. Free-standing cards,
leaflet/booklets and brochures distribution.
Internet:
Though, internet has not yet earned its popularity in Bangladesh. But hyper-linking the hospitals
web address to various tourism sites in Bangladesh, hotels, airlines sites, online banking sites and
job sites, can grab the customers attentions. Accordingly, the web site needs to be properly
constructed, with additional services as Online payment, Ask a doctor, Free online
consultation etc.
Radio:
The Radio Media is still needs to be upgraded. United Hospital can advertise through such media
after the image has been established through the above proposed communication tool. Though
hospital already started promotional activities with Radio Foorti.
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PART 2
INTRODUCTION
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Introduction:
Knowledge about the patients' perception towards health care quality is one of the most
important steps towards introducing reforms in the health care sector. Against a background of
growing consumerism, satisfying patients has become a key task for all healthcare activities.
Satisfaction in service provision is increasingly being used as a measure of health system
performance. Customer satisfaction's importance is well-documented in the marketing literature
and is speedily gaining extensive recognition in the healthcare industry.
The SERVQUAL model, first developed by Parasuraman et al. (1988) has been widely tested as
a means of measuring customer perceptions of service quality. The SERVQUAL model contains
five dimensions, namely reliability, responsiveness, assurance, empathy and tangibility.
Research is required on the influence of hospital services on all customer responses, such as
perceived service quality, customer satisfaction and purchase intentions (Parasuraman and
Grewal, 2000; Jeong et al. , 2003). Many hospitals apply modern marketing ideas to serve
customer markets in a more efficient and effective way. An important strategic variable in this
respect is service quality. This paper attempts to explore the concept of service quality in a health
care setting through modifying the SERVQUAL model.
Marketing Unit is a very important part of the company. If the product (service) quality,
customer services and other relevant things are well arranged, then a marketing team can make
the company wealthy with reputation through marketing strategy and hard working. Through
observing the existing marketing activities, strategies and procedures I have decided to do a
research on Measuring patient satisfaction level of United Hospital Limited.
Literature review:
Service quality has become an important research topic in view of its significant relationship to
costs (Crosby, 1979), profitability (Rust and Zahorik, 1993), customer satisfaction (Boulding et
al., 1993), customer retention (Reichheld and Sasser, 1990), service guarantees (Kandampuly
and Butler, 2001), and financial performance (Buttle, 1996). Wan Edura Wan Rashid, Hj.
Kamaruzaman Jusoff,1 (2009) attempted to explore the concept of service quality in a health
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care setting. This paper probes the definition of service quality from technical and functional
aspects for a better understanding on how consumers evaluate the quality of health care. It adopts
the conceptual model of service quality frequently used by the most researchers in the health care
sector. Daniel Butler, Sharon L. Oswald, Douglas E. Turner (1996) investigated the effects of
demographic factors on users and observers of perceived hospital quality and noted that previous
research suggests the components of perceived service quality are industry specific, and that calls
have been made for academics to integrate their theory into practice. At the end the researcher
found that perceived quality is industry specific, users and observers differ in their perceptions of
hospital quality and demographic factors do make a difference in perceived hospital quality.
Objective of the study:
While preparing this report, I hope to have a great opportunity to have in depth knowledge of all
the marketing activities practiced by a modern hospital of Bangladesh. The research question
will be whether a periodic surveillance of quality of care brings about improvement in patient
satisfaction with health care services.
The study will seek to achieve the following specific objectives:
To estimate periodically levels of patient satisfaction through the use of the SERVQUAL
tool assessing the quality of care
To sensitize the management of the facility and the health providers to the needs of their
patients
To demonstrate an improvement in patient satisfaction through the use of this tool.
Significance of the study:
From the companys perspective this study will help UHL to understand its position in terms of
satisfying its customers. It will help them to know which service attributes are most important for
the customers. They will be able to understand in which area of services UHL lack most and thus
improve the quality of their service. They will understand which customer groups are more
potential. They will also be able to know which treatments sector of UHL are mostly preferred
by the customers. This study will also help other hospitals and service organizations to
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understand the factors that affect the satisfaction level of the patients and thus they will be able
to improve their services.
Research model:
This study proposed that hospital service quality dimensions include reliability, responsiveness,
trust and personalization, and moreover developed a research model for understanding the
perceptions of rational customers regarding hospital services. The model proposed that hospital
service quality dimensions are casually linked to the level of customer satisfaction and in turn
influence customer purchase decision. The Hospital Service Quality Dimension is as follows:
Reliability
Responsiveness Purchase
Customer
Satisfaction intentions
Trust
Personalization
Research Methodology:
Items for measuring reliability, responsiveness, trust and personalization employed several
dimensions of the SERVQUAL model. All items will be measured using a 4 point Likert-type
scale (named by dissatisfied, somewhat satisfied, satisfied and strongly satisfied) which will
generate statistical measurements of patients attitudes and opinions regarding hospitals service
quality.
To do my research and to accomplish my objectives I have to go through different sources and I
will use the both primary and the secondary sources to collect the most appropriate information.
The "Primary Sources" are as follows through questionnaire survey
My target customers are: Patients of UHL
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The sample size is 120 because it is time consuming
The "Secondary Sources" of information are:

Official website of United Hospital Limited
Publications on United Hospital Limited
Journals (various book, articles, compilations)
Limitations:
Most of the time patients are not that friendly to fill up questionnaire or to talk for a little
while.
To measure the visibility, a sample survey is conducted which may not represent the
entire population.
Every organization has their own secretary that is not revealed to others. While collecting
data, sometimes they might not disclose much information for the sake of confidentiality
of the organization.
Marketing Department of this organization is still not fully constructed, which may limit
the on-hand marketing practice.
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DATA ANALYSIS & FINDINGS
Page | 32
Frequency Test:
1. Age
Age
Cumulative
Frequency Percent Valid Percent Percent
Valid 1-15yrs 7 5.8 5.8 5.8
16-30yrs 23 19.2 19.2 25.0
31-45yrs 34 28.3 28.3 53.3
46-60yrs 34 28.3 28.3 81.7
61+yrs 22 18.3 18.3 100.0
Total 120 100.0 100.0
Interpretation:
The table and bar chart illustrated above shows frequency distribution of gender of the
respondents. Out of total 120 respondents, 7 respondents were between the age group 1-15 years,
23 were between 16 to 30, 34 were between the age group 31 to 45, 34 were between 46 to 60
and 22 were above 61 years.
Page | 33
2. Gender
Gender
Cumulative
Valid male 75 62.5 62.5 62.5
female 45 37.5 37.5 100.0
Total 120 100.0 100.0
Interpretation:
The table and bar chart illustrated above shows frequency distribution of gender of the
respondents. Out of total 120 respondents, 75 respondents were male and 45 respondents were
female. If we convert it to percentage figure, male respondents constitute 62.5% and on the other
hand, female respondents constitute 37.5% of the total respondents.
Page | 34
3. When I have a problem, the hospital show a sincere interest in solving it
When i have a problem, the hospital shows a sincere interest in solving it
Frequency Percent Valid Percent Cumulative Percent
Valid dissatisfied 8 6.7 6.7 6.7
somewhat satisfied 28 23.3 23.3 30.0
satisfied 54 45.0 45.0 75.0
strongly satisfied 30 25.0 25.0 100.0
Total 120 100.0 100.0
Interpretation:
As per the variable When I have a problem, the hospital shows a sincere interest in solving
it and the factors were classified into four prime categories and those were dissatisfied,
somewhat satisfied, satisfied and strongly satisfied. Out of 120 respondents a majority went for
satisfied. The factors like Satisfied had taken 45%, Strongly satisfied 25%, Somewhat satisfied
had 23% and Dissatisfied had taken 6.7%. So, when patients have a problem, the hospital shows
a sincere interest in solving it has been proved.
Page | 35
4. The facilities are clean, comfortable and attractive
The facilities are clean, comfortable and attractive
Frequency Percent Valid Percent Cumulative Percent
satisfied 50 41.7 41.7 68.3
Total 120 100.0 100.0
Interpretation:
As per the variable The facilities are clean, comfortable and attractive and the factors were
classified into four prime categories and those were dissatisfied, somewhat satisfied, satisfied
and strongly satisfied. Out of 120 respondents a majority went for satisfied. The factors like
Satisfied had taken 41.7%, Strongly satisfied 31.7%, Somewhat satisfied had 22.5% and
Dissatisfied had taken 4.2%. So, the facilities are clean, comfortable and attractive has been
proved.
Page | 36
5. We feel safe in getting treated by the doctors
We feel safe in getting treated by the doctors
Cumulative
satisfied 57 47.5 47.5 70.8
Total 120 100.0 100.0
Interpretation:
As per the variable We feel safe in getting treated by the doctors and the factors were
Dissatisfied had taken 7.5%. So, we feel safe in getting treated by the doctors has been proved.
Page | 37
6. The hospital has adequate security system
The hospital has adequate security system
Cumulative
satisfied 56 46.7 46.7 73.3
Total 120 100.0 100.0
Interpretation:
As per the variable The hospital has adequate security system and the factors were
Dissatisfied had taken 3.3%. So, The hospital has adequate security system has been proved.
Page | 38
7. Hospital staffs give prompt attention
Hospital staffs give prompt attention
Cumulative
satisfied 46 38.3 38.3 67.5
Total 120 100.0 100.0
Interpretation:
As per the variable Hospital staffs give prompt attention and the factors were classified into
four prime categories and those were dissatisfied, somewhat satisfied, satisfied and strongly
satisfied. Out of 120 respondents a majority went for satisfied. The factors like Satisfied had
taken 38.3%, Strongly satisfied 32.5%, Somewhat satisfied had 20% and Dissatisfied had taken
9.2%. So, hospital staffs give prompt attention to the patients has been proved.
Page | 39
8. Hospital staffs treat me with respect
Hospital staff treat me with respect
Cumulative
satisfied 52 43.3 43.3 73.3
Total 120 100.0 100.0
Interpretation:
As per the variable Hospital staff treat me with respect and the factors were classified into
taken 43.3%, Strongly satisfied 26.7%, Somewhat satisfied had 24.2% and Dissatisfied had taken
5.8%. So, hospital staffs treat their patients with respect has been proved.
Page | 40
9. Hospital staff helps according to my need
Hospital staff helps according to my need
Cumulative
satisfied 45 37.5 37.5 66.7
Total 120 100.0 100.0
Interpretation:
As per the variable Hospital staff helps according to my need and the factors were classified
into four prime categories and those were dissatisfied, somewhat satisfied, satisfied and strongly
5.8%. So, hospital staffs help their patients according to their need has been proved.
Page | 41
10. Doctors are available to me when I need
Doctors are available to me when I need
Cumulative
satisfied 52 43.3 43.3 66.7
Total 120 100.0 100.0
Interpretation:
As per the variable Doctors are available to me when I need and the factors were classified
5.0%. So, doctors are available to the patients according to their need has been proved.
Page | 42
11. The services I need are completely available
The services I need are completely available
Cumulative
satisfied 50 41.7 41.7 71.7
Total 120 100.0 100.0
Interpretation:
As per the variable The services I need are completely available and the factors were
Dissatisfied had taken 8.3%. So, The services the patients need are completely available has been
proved.
Page | 43
12. Any complaints I have about the bill are handled well
Any complaints I have about the bill are handled well
Cumulative
satisfied 52 43.3 43.3 73.3
Total 120 100.0 100.0
Interpretation:
As per the variable Any complaints I have about the bill are handled well and the factors
were classified into four prime categories and those were dissatisfied, somewhat satisfied,
satisfied and strongly satisfied. Out of 120 respondents a majority went for satisfied. The factors
like Satisfied had taken 43.3%, Strongly satisfied 26.7%, Somewhat satisfied had 25% and
Dissatisfied had taken 5%. So, any complaints the patients have about the bill are handled well
has been proved.
Page | 44
13. Hospital staffs are caring and pleasant to deal with
Hospital staff are caring and pleasant to deal with
Cumulative
satisfied 48 40.0 40.0 69.2
Total 120 100.0 100.0
Interpretation:
As per the variable Hospital staffs are caring and pleasant to deal with and the factors were
Satisfied had taken 40%, Strongly satisfied 30.8%, Somewhat satisfied had 22.5% and
Dissatisfied had taken 6.7%. So, Hospital staffs are caring and pleasant to deal with the patients
has been proved.
Page | 45
14. The support activities (counter dealing, communication etc) are excellent
The support activities (counter dealing, communication etc) are excellent
Cumulative
satisfied 57 47.5 47.5 73.3
Total 120 100.0 100.0
Interpretation:
As per the variable The support activities (counter dealing, communication etc) are
excellent and the factors were classified into four prime categories and those were dissatisfied,
satisfied. The factors like Satisfied had taken 47.5%, Strongly satisfied 26.7%, Somewhat
satisfied had 22.5% and Dissatisfied had taken 3.3%. So, the support activities are excellent to
the patients has been proved.
Page | 46
15. After being discharged, I am able to stay in contact with the hospital easily
After being discharged, I am able to stay in contact with the hospital easily
Cumulative
satisfied 52 43.3 43.3 70.0
Total 120 100.0 100.0
Interpretation:
As per the variable After being discharged, I am able to stay in contact with the hospital
easily and the factors were classified into four prime categories and those were dissatisfied,
satisfied. The factors like Satisfied had taken 43.3%, Strongly satisfied 30%, Somewhat satisfied
had 21.7% and Dissatisfied had taken 5.0%. So, after being discharged, the patients are able to
stay in contact with the hospital easily has been proved.
Page | 47
Hypothesis:
This study used the revised SERVQUAL scale items to establish dimensions of hospital service
quality through reliability, responsiveness, trust and personalization. The relationship among the
hospital service quality dimensions, overall service quality and customer satisfaction is
hypothesized and discussed below:
Reliability:
Reliability in hospital service quality positively influences patient satisfaction.
As per the variable When I have a problem, the hospital shows a sincere interest in solving
it and the factors were classified into four prime categories and those were dissatisfied,
satisfied. The factors like Satisfied had taken 45%, Strongly satisfied 25%, Somewhat satisfied
had 23% and Dissatisfied had taken 6.7%. So, when patients have a problem, the hospital shows
a sincere interest in solving it has been proved.
As per the variable The facilities are clean, comfortable and attractive and the factors were
Dissatisfied had taken 4.2%. So, the facilities are clean, comfortable and attractive has been
proved.
As per the variable We feel safe in getting treated by the doctors and the factors were
Dissatisfied had taken 7.5%. So, we feel safe in getting treated by the doctors has been proved.
As per the variable The hospital has adequate security system and the factors were
Page | 48
Dissatisfied had taken 3.3%. So, The hospital has adequate security system has been proved.
So through surveying on these four variables, we can prove that the hospital is reliable and
it positively influences patient satisfaction.
Responsiveness:
As per the variable Hospital staffs give prompt attention and the factors were classified into
taken 38.3%, Strongly satisfied 32.5%, Somewhat satisfied had 20% and Dissatisfied had taken
9.2%. So, hospital staffs give prompt attention to the patients has been proved.
As per the variable Hospital staff treat me with respect and the factors were classified into
5.8%. So, hospital staffs treat their patients with respect has been proved.
As per the variable Hospital staff helps according to my need and the factors were classified
5.8%. So, hospital staffs help their patients according to their need has been proved.
So through surveying on these three variables, we can prove that the hospital is highly
responsive to the patients and it positively influences patient satisfaction.
Trust:
As per the variable Doctors are available to me when I need and the factors were classified
Page | 49
5.0%. So, doctors are available to the patients according to their need has been proved.
As per the variable The services I need are completely available and the factors were
Dissatisfied had taken 8.3%. So, The services the patients need are completely available has been
proved.
As per the variable Any complaints I have about the bill are handled well and the factors
were classified into four prime categories and those were dissatisfied, somewhat satisfied,
satisfied and strongly satisfied. Out of 120 respondents a majority went for satisfied. The factors
like Satisfied had taken 43.3%, Strongly satisfied 26.7%, Somewhat satisfied had 25% and
Dissatisfied had taken 5%. So, any complaints the patients have about the bill are handled well
has been proved.
trustable to the patients and it positively influences patient satisfaction.
Personalization:
As per the variable Hospital staffs are caring and pleasant to deal with and the factors were
Satisfied had taken 40%, Strongly satisfied 30.8%, Somewhat satisfied had 22.5% and
Dissatisfied had taken 6.7%. So, Hospital staffs are caring and pleasant to deal with the patients
has been proved.
As per the variable The support activities (counter dealing, communication etc) are
excellent and the factors were classified into four prime categories and those were dissatisfied,
satisfied. The factors like Satisfied had taken 47.5%, Strongly satisfied 26.7%, Somewhat
Page | 50
satisfied had 22.5% and Dissatisfied had taken 3.3%. So, the support activities are excellent to
the patients has been proved.
As per the variable After being discharged, I am able to stay in contact with the hospital
easily and the factors were classified into four prime categories and those were dissatisfied,
satisfied. The factors like Satisfied had taken 43.3%, Strongly satisfied 30%, Somewhat satisfied
had 21.7% and Dissatisfied had taken 5.0%. So, after being discharged, the patients are able to
stay in contact with the hospital easily has been proved.
personalized with the patients and it positively influences patient satisfaction.
Page | 51
RECOMMENDATION & CONCLUSION
Page | 52
Recommendation:
The authority should recruit more employees to serve the customers.
The salary of the worker need to be rise, as a result experienced people from other
hospital will be attracted to join United Hospital Limited.
Conflict behaviors between medical staffs and patients or their relatives should be
avoided in emergency room or outpatient department.
In addition to avoidance of individual heroism, department supervisors should work with

great enthusiasm and care for colleagues. Moreover, opportunities to receive education
and to grow up should be provided to create an environment for encouraging colleagues
to make progress and for performing their abilities and wisdoms.
As regards to patients requirements of both transferring treatment and transportation,

euphemistic explanations should be made to enable patients and their relatives to fully
understand standpoint of the hospital and necessity. In the case that patients require
hospitalization, medical staffs should explain in details based on patients conditions to
allow patients to achieve their purposes or to passably accept medical staffs suggestions,
even with a little dissatisfaction.
Structured questionnaire and open-ended questionnaire can be employed at regular

intervals for sampling survey on patients and their relatives opinions as well as
employees job condition on various services of the hospital. Furthermore, hospitals
should publicly respond to these opinions to improve communication channels between
the hospital and the common people monthly.
Hospital should provide some extra vehicles for the easy and fast movement of the
employees for their purpose of the official works.
Page | 53
Conclusion:
United Hospital is one of the leading health service providers in the country with a massive 450
beds capacity. As United Hospital Ltd is a multi disciplinary Hospital, it is committed to provide
best health service; its always tried to develop themselves with the best doctors and equipments.
At present it does have world class equipments and bringing all the new equipments. As we can
see the Hospital has most of the major departments and many of them will open soon, its target is
to provide all the health care services in the world.
This report tries to figure out most of the indicators of problems and strengths of United Hospital
Limited as a valid opponent in the competitive hospital sector of Bangladesh. A severe cut throat
competition is going on currently in this sector and thats why United Hospital Limited has to
work out with different dimensions like product diversification, market forecasting etc.
From the learning and experience point of view I can say that I really enjoy my internship at
United Hospital Limited from the very first day. I am confident that this 12 weeks internship
program at United Hospital Limited will definitely help me to realize my further carrier in the
job market. I expect that United Hospital Limited may hold its prospect in future and can
contribute a vital role in the socio-economic prospective.
Page | 54
BIBLIOGRAPHY
www.uhlbd.com
www.wikipedia.org
Page | 55
APPENDIX
Page | 56
Questionnaire
Name (optional): _____________________________________
Age: _______________________
Gender: Male Female
Level of satisfaction
Dissati Some Satisf Stron
Item Dimensions of
Items sfied what ied gly
no. quality of care
satisfi satisfi
ed ed
When I have a problem, the hospital show a sincere
interest in solving it
01. Reliability
The facilities are clean, comfortable and attractive
We feel safe in getting treated by the doctors
The hospital has adequate security system
Hospital staffs give prompt attention
02. Responsiveness Hospital staff treat me with respect
Hospital staff helps according to my need
Doctors are available to me when I need
03. Trust The services I need are completely available
Any complaints I have about the bill are handled well
Hospital staff are caring and pleasant to deal with
The support activities (counter dealing, communication
04. Personalization etc) are excellent
After being discharged, I am able to stay in contact with
the hospital easily
________Thanks for your patience________

Page | 57
SFO Conference 2012 @ Hotel Radisson
14-15 December, 2012
____________________________________________________
Page | 58

Internship Report On United Hospital Limited Nazmur Rahman October To December 2012

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Internship Report On United Hospital Limited Nazmur Rahman October To December 2012

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North South University

December 30, 2012

Associate Professor Dr. M Khasro Miah

Sub: Submission of Internship Report

I submit a research report on Measuring patient satisfaction level of United Hospital

NAME PAGE NO.

OVERVIEW OF ORGANIZATION 8-26

(United Hospital Limited)

1. Overview of United Hospital Limited 8

2. Background and location 9

3. History of United Hospital Limited 9-10

4. United Group Board of Directors 10

5. Organogram of United Hospital Limited 11

9. SWOT Analysis 14-15

10. Department and Specialty Areas 16

11. Descriptions of the Departments 16-18

12. Supporting Facilities 18

13. Promotional activities of United Hospital Limited 19

14. Services and facilities of United Hospital 19

15. Reliable Automation 20

16. Medical and Professional services 20-22

17. Proposed Integrated Marketing Communication Tools 22-23

19. Public Relation 24

20. Sales Promotion 24

21. Mass-Media Advertising 24-26

2. Literature review 28-29

3.Objective of the study 29

4. Significance of the study 29-30

6. Research methodology 30-31

DATA ANALYSIS & FINDINGS 33-51

1. Frequency Test 33-47

RECOMMENDATION & CONCLUSION 52-54

Our departments of cardiology, cardiac surgery, oncology, gynecology, orthopedic and

History of United Hospital Limited

Incorporated as Continental Hospital (Pvt.) Ltd, a private limited

United Hospital Board of Directors

Mr. Ahmed Ismail Hossain Vice Chairman

Najmul Hasan Director

Providing clear pathways by ensuring collaboration, consultation, effective communication with

Caring for the Community

Caring for our staff

Research and Training

Providing an environment that promotes personal development, learning and research.

Their vision is:

To be the hospital of choice for patients, physicians and employees in Bangladesh

Descriptions of the Departments

The Cardiology Department at United Hospital was set up in October 2006.

Mother and Child Care Center:

State of the art operation theatre

UHL treats nephrology disease, including:

Chronic kidney disease

Intensive Care Unit:

Their ICU Services & Facilities are:

24 hours supervision under-guidance of highly trained consultant with 10 year overseas

Services and facilities of United Hospital

The hospital has a total of 12 Operation Theatres and 2 Cathlab.

Medical and Professional services

Intensive Care Unit

The Emergency Services Department is a 24-hour, full service emergency department,

Radiology and Imaging Services

Proposed Integrated Marketing Communication Tools

Direct Response marketing:

Social Responsibilities and Social Awareness