Impact of Customer Care Practices on Public Health Care Delivery in Ghana – Care Example

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"Impact of Customer Care Practices on Public Health Care Delivery in Ghana" is a wonderful example of a paper on care.     This research work was aimed at determining the impact of customer care practices on public health care delivery in University Hospitals in Ghana. In this regard, the researcher conducted a survey of 100 respondents, who were patients at various University Hospitals in Ghana, and evaluated their perceptions against health care delivery through regression analysis. The findings revealed in this study show that there is a positive impact on customer care practices on public health care delivery. Analysis of the Impact of Customer Care Practices on Public Health Care Delivery among the University Hospitals in Ghana Background In recent years a number of efforts have been made by health services in Ghana and the central government to improve the quality of health care provided to the general public.

However, despite all the work is done the perception of the general public regarding the quality of health care provided to them is deemed as unsatisfactory and is not up to the mark. The staffs of health institutions, sanitation, patient-doctor confidentiality, and right to access basic information in the view of the general public are issues that need to be addressed and in which improvements are to be made (Howard, 2000). Research Aim Learning about these facts has brought the attention of the author of this research towards the topic in question.

The author of this research would pursue this topic and understand the impact customer care practices have on public health care delivery found in university hospitals of Ghana. The study would aim at addressing the issues that have been discussed in the background.

Through this research, the author aims at adding to the literature that already exists on the topic and hopes that this research would aid in improving the overall quality of care that individuals receive within Ghana. Research Objectives Based on the research aim identified in the previous section following research objectives are to be attained in the given study: To determine the perceptions of patients regarding customer care practices in University Hospitals in Ghana; and To determine the impact of customer care practices on public health care delivery. Literature Review Regarding health services, Brown et al.

(1993) identified nine dimensions within the health service that affect health service delivery. These nine dimensions ranged from effectiveness to choice each dimension addressed a different perspective that affects health service delivery. Effectiveness referred to the extent to which the patient received the required outcome of the medical procedure and treatment that the patient went under whereas choice referred to the options that the client had to the treatment being offered to him or her (Donabedian, 1997). The diagram below summarizes the various dimensions stated by Brown et al (1993). In the patient's view usually, the quality of treatment they receive is what matters the most.

The treatment must match their demands at all times (Anderson, 1998). In other words, patients focus more on services that provide them effective relief from their ailment. To some, however, customer care they receive tends to matter a lot more than the quality of treatment they receive (Brown, Franco, Rafeh, & Hatzell, 1993). A research conducted on healthcare delivery in Ghana used customer satisfaction to understand what aspects affected health care delivery (Ofosu-Kwarteng, 2012).

The research made a quantitative approach and used two different hospitals to carry out the survey. The study showed that a few factors above others had a general effect on customer satisfaction. Alertness amongst doctors in attending to emergencies was the prime factor amongst these issues which was followed by the interpersonal relationships that doctors and nursing staff had with the patients and cleanliness was the last on the list (Ofosu-Kwarteng, 2012).   Research Methodology There are two main research methods, which are considered by researchers while conducting research works.

These methods include qualitative and quantitative research approaches. In a qualitative study, the researcher explores the underlying meanings and phenomenon with the help of qualitative evaluation of the subject matter, whereas in a quantitative research method, quantitative techniques and analysis are used (Newman & Benz, 1998; Saunders, Lewis, & Thornhill, 2007; Thomas, 2003). Keeping in view the aim and objectives of this study, the researcher has adopted a quantitative research approach. For the purpose of investigating the impact of customer care practices on public health care delivery, the researcher has made use of primary research, which involves making use of information.

In this regard, the research instrument used by the researcher is a survey questionnaire (See Appendix I). The information obtained through the survey questionnaire is used to conduct descriptive and regression analysis so as to determine the relationship between customer care practices and public health care delivery. For the survey, the researcher has selected a sample of 100 patients who have been surveyed at different university hospitals in Ghana. Results and Discussion The researcher has conducted both descriptive and regression analysis with respect to the responses obtained through the survey.

There are a total of 100 respondents considered for a survey and among them 65 are male and 35 are female (See Appendix II). As per the descriptive findings, it has been observed that the respondents have shown agreement with most of the statements presented in the survey. However, in relation to statements regarding the sanitation of health care facilities, and the ethical practices of caregivers, the extent of agreement shown is less as compared to other statements (See Appendix II). Moreover, the regression analysis between customer care practices and public health care delivery has shown a positive relationship between the two variables.

Considering the public health care delivery as dependent variables and customer care practices as an independent variable, the following regression equation has been formulated: Public Health Care Delivery = 3.422 + 0.151 * Customer Care Practices This equation is reflective of a positive relationship between the two variables; however, considering the regression findings (See Appendix III), it can be noted that the relationship identified is not a significant one. Keeping in view the literature reviewed earlier and the findings obtained through statistical analysis, it can be stated that the results obtained are in agreement with the conclusions reached by Ofosu-Kwarteng (2012) and Brown, Franco, Rafeh, & Hatzell (1993) in their respective works.

It has been determined from the descriptive analysis that all the dimensions of customer care practices are extremely important in ineffective health care delivery in the public sector. Moreover, it has also been established that these factors are positively associated with public health care delivery. Recommendations Based on the observations made through statistical results, it is recommended that caregivers shall consider improving the care practices’ standards, particularly in relation to the sanitation of health care facilities, which reflect physical attributes of the service and improving compliance with ethical practices.

Moreover, it is also recommended that the health care organizations, particularly university hospitals shall decrease the communication gap between them and their patients and shall develop relationships that help them in improving their respective operations. Conclusion Based on the analysis and findings obtained in this study, it can be concluded that various dimensions of customer care practices have a significant impact on the overall health care delivery in the public sector.

It has been concluded that apart from the fact that health care services available to patients in Ghana are not of high standards, everybody still seems to be satisfied with the existing scheme of things. This is probably due to the fact that the government has spent a significant amount on increasing the health care segment and also hefty amounts have been received by the country in lieu of health care aid. These factors have contributed to improvement in health care practices in the country, which has ultimately reflected an improvement in the satisfaction level of patients.

Moreover, the study has also concluded that customer care practices have a direct and positive impact on public health care delivery.


Anderson, G. (1998). Multinational Comparisons of Health Care. Geneva: International Health Policy.

Brown, L. D., Franco, L. M., Rafeh, N., & Hatzell, T. (1993). Quality assurance of healthcare in developing countries. Quality Assurance Methodology Refinement Series, Bethesda. Maryland: Center for Human Services.

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Howard, J. (2000). Customer service: The key to remaining competitive in managed care. Quartely, 22-29.

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Ofosu-Kwarteng, J. (2012). HEALTHCARE DELIVERY AND CUSTOMER SATISFACTION IN GHANA. A CASE STUDY OF THE KOFORIDUA. Accra: Institute Of Distance Learning, Kwame Nkrumah University of Science.

Saunders, M., Lewis, P., & Thornhill, A. (2007). Research Methods for Business Students. New York: Pearson Education.

Thomas, R. M. (2003). Blending qualitative and quantitative research methods in theses and dissertations. Thousand Oaks: Corwin.

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