• The Challenges of Abc Dental Group’s Patient Satisfaction System

Abstract

Abc Dental Group is a dental service chain with 12 large clinics in Taiwan, employing almost 100 dentists. The group adopted a patient satisfaction survey system, known as “Dr. Right”, to counter negative reviews made on the Internet. The system has had positive effects on the chain’s rating online, but it was also met with disapproval from its dentists, who claim that they should not be rated by patients.

This case study discusses the concept of customer satisfaction as well as the basis for improving service quality by means of satisfaction surveys. Using the concept of the service triangle, we aim to understand four main aspects; how satisfaction surveys reveal problems during the process of interactive marketing, how medical organizations may improve doctor-patient interactive qualities by means of internal marketing, how considering the distinctions between medical services and other regular services, medical organizations can use induction as opposed to compulsory measures to help improve their doctors’ communication skills, and finally, how process optimisation may facilitate doctor-patient communication.

Keywords: Medical service, Customer satisfaction survey, Service quality improvement, The service triangle