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SERVQUAL/Modified SERVEQUAL and/or Kano and/or QFD were carried out. This
literature review created a background for further research. After conducting in depth
review of literature, research gap was found out and theoretical framework was
developed.

To overcome research gap, detailed study was conducted to develop QFD model by
integrating it with SERVQUAL and Kano model for improving service quality of hospitals
in Gujarat state. To conduct this research, exploratory and descriptive research design
were used. In this research, to measure hospital service quality, to develop relationship
between hospital service quality and patient satisfaction and to develop quality function
deployment model to improve service quality of hospital, patients who were benefiting
(continuously being admitted at least for three days) or had benefited (within last three
months and admitted at least for three days) from the service of Private Multispeciality
Hospitals of Ahmedabad, Vadodara, Surat and Rajkot and Doctors who were providing
services to Private Multispeciality Hospitals of Ahmedabad, Vadodara, Surat and Rajkot
(Post graduate doctor with minimum five years of practice in private multispeciality
hospital or owner or medical director of any private multispeciality hospital with minimum
five years of experience in serving private multispeciality hospital) were taken as
respondents. Research data was collected conveniently from 22, 12, 8, and 5 private
multispeciality hospitals in Ahmedabad, Surat, Vadodara and Rajkot respectively. Survey
of total 462 patient and 48 doctors was conducted to collect information required for
research using structured questionnaire. Patients were selected using quota sampling
method and doctors were selected using convenience and snowball sampling method.
Limitation of the present research was also mentioned.

In this research first, analysis of data collected from patient survey were carried out.
Exploratory factor analysis was conducted to find out factors for measurement of service
quality. Total nine factors were extracted i.e. empathy, tangible convenience, personnel
and necessity support, responsiveness, assurance, primary hygiene facilities, reliability,
core amenities and timeliness. To find out gap between perception and expectation
paired sample t test was performed. All most all the dimensions showed significant gap
between perception and expectation. The service quality characteristics which were
showing high expectation than perception were categorized in different Kano category
using three level Kano questionnaire. After that, descriptive statistics were performed for
the data collected from doctors’ survey. Results of all the analysis

were used to develop QFD model. At the end of this thesis, discussions on overall findings
were presented in a systematic way following the objectives under study. Research
concluded that key patient expectation were which are not fulfilled by hospitals were

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