Customer Perceptions of Quality in Selected Healthcare Franchises in Kenya

Abstract

This thesis investigated customer perceptions of healthcare quality in selected healthcare franchises in Kenya, concentrating on sociodemographic characteristics and perceptions of reliability, assurance, tangibles, empathy, and responsiveness, including aspects such as ambience, equipment, staff appearance, and staff knowledge and courtesy. The study employed a cross-sectional design using a semi-structured telephone questionnaire, with a purposive sample of 302 customers from four franchises. Data analysis using SPSS version 28 revealed significant differences in customer perceptions of reliability quality (F(3,298)=4.56, p<0.01) and tangibles (F(3,298)=3.27, p<0.05) across age groups, with customers aged 31-40 years having the highest ratings (M=4.12, SD=0.68 and M=4.20, SD=0.71, respectively). Differences were also observed in perceptions of reliability (t(300)=2.36, p<0.05) and assurance (t(300)=2.12, p<0.05) between male and female customers, with males rating higher (M=4.08, SD=0.66 and M=4.17, SD=0.69, respectively). Responsiveness significantly differed among customers with different marital statuses (F(2,299)=3.83, p<0.05), with single customers having higher ratings (M=4.19, SD=0.72) compared to married and divorced/widowed/separated customers. Additionally, differences were identified in the assurance dimension among customers with varying education levels (F(2,299)=4.17, p<0.05), with bachelor's degree holders rating highest (M=4.21, SD=0.70). However, no significant differences were found across different residences (F(2,299)=1.25, p>0.05). The study recommends that healthcare franchise providers prioritize delivering quality healthcare services and tailor their practices to the diverse needs of different customer segments. The findings have implications for healthcare providers in Kenya seeking to improve service quality and customer satisfaction, contributing to the knowledge on healthcare franchising and offering valuable insights for healthcare franchise providers.