CUSTOMER SATISFACTION WITH THE QUALITY OF AESTHETIC SERVICES AT SELECTED HOSPITALS IN CAN THO, VIETNAM

Abstract

Background: Evaluating patient satisfaction with service quality and related factors in the cosmetic department plays a crucial role in helping hospital managers develop improvement strategies. However, in Can Tho, Vietnam, studies on patient satisfaction with cosmetic services remain limited.
Objective: This study aims to assess satisfaction levels and explore factors related to customer satisfaction with the quality of cosmetic services at hospitals in Can Tho City.
Method: A cross-sectional descriptive study was conducted on 268 patients receiving treatment at the Department of Aesthetics and Aesthetic Clinics of three public hospitals in Can Tho City. These patients participated in aesthetic services during the study period from April 2023 to June 2024.
Results: Satisfaction rates with aesthetic services across five aspects were as follows: tangibility (77.6%), reliability (74.6%), service efficiency (73.1%), assurance (79.5%), and empathy (65.3%), with an overall satisfaction rate of 49.3%. Factors associated with overall customer satisfaction in aesthetic services included marital status and the number of times patients participated in aesthetic services (p<0.05).
Conclusion: Overall satisfaction with aesthetic services remains low, and marital status and the number of times a patient participates in aesthetic services is an independently related factor. These findings suggest that repeated experiences may improve satisfaction levels, highlighting the need to enhance service quality to increase overall satisfaction.