Examining the influence of client sociodemographic characteristics on perceptions of healthcare service quality

Abstract

Healthcare is one among the fastest-growing industries in Africa, expanding rapidly over the past few decades and continuing to contribute significantly to the region's social and economic development. At the same time, there has been increased competition within the sector, particularly among private healthcare providers. In the face of growing competition and client expectations, organisations that understand and respond to client needs have a better chance of excelling. This study examined the relationship between the sociodemographic characteristics of clients and their perception of service quality within a private health facility. Specifically, it described the sociodemographic characteristics of the clients, assessed their perception of healthcare service quality, and examined patterns of association between client sociodemographic characteristics and their perception of service quality. The study's theoretical foundation is based on the Expectation-Disconfirmation Theory and the SERVQUAL Model. A quantitative, cross-sectional survey was conducted using a modified SERVQUAL questionnaire administered to 330 adult clients who visited the hospital between January 1, 2024 and March 31, 2024, achieving a response rate of 61%. Descriptive statistics summarized sociodemographic data, with one-way ANOVA being used to assess relationships between client sociodemographic characteristics and perceptions of health service quality. The study revealed that patients’ expectations exceeded their perceptions, resulting in a negative service quality gap. The study revealed strong relationships between client sociodemographic characteristics and perceived health service quality, indicating that sociodemographic characteristics significantly influence clients' perceptions of service quality. These findings offer crucial insights for healthcare managers, investors, and policymakers to inform the design of policies and strategies for measuring, assessing, and improving health service quality, thereby enhancing facility performance and overall progress toward health system goals. The study also bolsters existing literature on measuring service quality and understanding relationships between individual end-user characteristics and uptake and utilization of health services.