LAP LAMBERT Academic Publishing A study on Gap Analysis of Health care services

Marketing is vital to the survival of any organization including health care delivery organizations. Assessment of quality of services provided by the hospitals in these days has been a serious concern for hospitals and health care organizations owing to the excessive demands imposed on them by users, consumers, government and society at large. In addition to the quality of services, measurement of patient satisfaction also has been encouraged by growing consumer orientation in health care, especially since it yields information about consumer views in a form which can be used for comparison and monitoring. The major focus of this study is to identify the gaps of the service providers if any. To Identify the gaps the 7 P's of Marketing were used as a base. A prominent hospital in Mangalore is considered for the study.A comprehensive service quality measurement scale SERVQUAL is given prime attention in the present study.