SERVICES
MARKETING PLAN
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WAITING TIME AT THE ACCIDENT & EMERGENCY (A&E) DEPARTMENT

CONTENTS

TITLE PAGE

1
LIST OF FIGURES AND TABLES

2
1. Executive Summary
3

2. Introduction to Changi General Hospital, Singapore

4
3. Situation Analysis
3.1. SWOT Analysis
3.2. Target Market Segmentation
3.3. Positioning

5 - 8
5 - 6
6 - 7
7 - 8
4. Marketing Objectives
8

5. Services Marketing Audit
8 - 11

6. Recommendations

11 - 14

7. Conclusion

14

REFERENCES

25 - 30

APPENDICES

15 - 24

16
17 - 19
20
21
22 - 24
APPENDIX I
APPENDIX II APPENDIX III
APPENDIX IV
APPENDIX V

The Flower of Service …show more content…

However, based on the SERVQUAL scale comprising five dimensions of service quality: tangibles, reliability, responsiveness, assurance and empathy with the customer (Parasuraman, Zeithaml, and Berry, 1988 as cited in Mowen, Licata, and McPhail, 1993, 26), Mowen et al. (1993, 26) revealed that service quality dimensions of trust, responsiveness and staff service are significant predictors of patient satisfaction. Therefore, the longer than expected waiting time at CGH’s A&E Department (Refer to Appendix III News Articles), a reflection of patients’ expectation-reality gap relating to responsiveness and staff service, is the critical incident in its service encounters that have adverse effects on the hospital.

3.2.