Measuring customer perceptions of emergency facility services: a qualitative approach.

The purpose of this study was to use a qualitative research technique and define problems faced by one hospital that was attempting to increase demand for its emergency services. A telephone survey of 450 affluent and well-educated suburban residents was conducted to determine their perceptions of six major facilities. Topics included actual and preferred facility use by injury type, general perceptions concerning staff and facility, and other components of service quality. Results indicated that a variety of sociological, psychological, environmental, and situational factors interacted when the respondents formed attitudes concerning hospital emergency use and service. They were often uncertain of their real attitudes and conveyed varying opinions about the desirability or effectiveness of similar services. Health care providers should note these differences and modify the marketing mixes in a manner that best conveys their unit's competitive advantages. They could also benefit from using the qualitative research technique described in this paper and from adopting the marketing concept.