ABSTRACT
The sterilization process is an essential and effective process that holds a significant position in the healthcare industry. Sterilization process is a technique that is directly associated with the speedy and effective recovery of the patients. Healthcare patients have traditionally been treated by the healthcare workers that must be provided with proper training. Effective sterilization process can be effectual in healthcare organizations because the treatment of patients with proper procedures could be a reason of business growth and their satisfaction as well. Healthcare industry itself is considered as a sensitive industry that must have excellence in its all aspects. The lives of the patients are at risk when treated in hospitals and a minor avoidance could lead to serious complications; therefore, it is essential yet necessary to enhance the service quality in order to attain the customer’s loyalty. Considering the effectiveness of sterilization process the present research has intended to understand the role of sterilization process in achieving customer loyalty and business growth in healthcare organization. The group of people employed in the present research were the population of Ghurki Trust Teaching Hospital. The population included the employees, linked management level and technical resources of the hospital. All the members of the population were considered as the participants of the study from Ghurki Trust Teaching Hospital. A questionnaire was developed and structured for the data collection process. The questionnaire was based on the variables regarding the role of effective sterilization process in achieving customer loyalty and business growth in healthcare organization. The data has been gathered with the help of structured questionnaire. The questionnaire structured for the data collection procedure was divided in to sections that included product quality, customer’s satisfaction, customer’s retention and business growth. The dependent variables considered for the study were customer’s retention, customers’ satisfaction and business growth; whereas, the independent variable was the product quality. Factors were also involved within these variables accordingly. The researcher distributed 200 questionnaires among the participants of the study from which a total of 121 responses were obtained with complete information. The employees, linked management level and technical resources of the hospital received the questionnaires from the researcher to fill in the required information. The participants were given an informed consent form at the time of data collection in order to assure them regarding the privacy of the data. The data gathered from the participants through the questionnaire based on Likert scale was then analysed through the Statistical Package of Social Sciences (SPSS) version 20.0. The data has been analysed quantitatively in order to have appropriate outcomes. The results of the study has indicated that Finding new customers and doing business with them takes time, effort, and money, Attitude of staff has great impact on customer satisfaction., Customer satisfaction is a path to long term business profitability, Customer satisfaction is a main key of success., Satisfied customers become the reason of business growth. Providing infection free tools and competent treatment is the basic right of the patients. Substandard sterilization breaks the confidence of the customers; substandard sterilization process can harm the patient’s life and can put the patient in discomfort and pain. Effective Sterilization process plays an important role in the healing process after the procedure. Proper sterilization can save the cost of antibiotics and postoperative complications. It has been recommended that knowledge of quality services and associated training must be focused and strategies should be implicated that enhances the business. Training, skills and developmental opportunities must be promoted for attaining the customers’ satisfaction and augments the business.
Keywords: Sterilization, patients, hospital, healthcare, customer, loyalty, satisfaction, growth
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