Factors influencing customer satisfaction in health care services the case of public and private hospitals in Kurdistan region

The world has recently witnessed a great interest in quality and its emphasis. Organizations, whether industrial or service, have become aware of the competitive advantage, which can only be achieved through the achievement of the overall quality which has increased the attention over the last two decades and there is a model of quality through which organizations can improve Performance. Service facilities typically seek to improve the quality of their services and are interested in knowing and measuring levels of customer satisfaction and trying to reduce the negative impact on those levels. Attention to the quality of health care is a very old idea, but the new approach is the use of scientific methods and modern statistical methods to implement quality management programs. The issue of quality of hospital and medical services is a key issue in the management of health services. This issue has become the focus of attention by the administrations of hospitals, consumers, doctors and the providers of these services. The subject of quality assessment and control has become one of the most important topics of interest to researchers, administrators and consumers in order to increase the role played by the private sector and its transformation from the role of the active partner of the public sector to the future leadership and leadership role of the hospital sector. As well as the official trend toward privatization and encouragement of investment, which will give the private sector a strong impetus towards further growth and investment in this sector, in addition to the continuous rise in the cost of producing hospital services and as a result the rising price paid for these services, which will make the subject of quality control and confirmation of increasing interest By the driving parties of this cost, and finally the growing awareness of the consumer of hospital services and a partnership of rights The research on the quality of services in general and health services in particular is based on the scientific research method that was carried out using the SERVQUAL Scale, which was established by Parasuraman, Zeithaml , and Berry (1985, 1988). SERVQUAL Scale consists of five main dimensions: Tangibles, Reliability, Responsiveness, Assurance and Empathy. As well as questionnaire consisting of (22) sub-variables related to the main dimensions, in order to measure the quality of health services in public and private hospitals in governorates of Duhok. The study found that there is a clear weakness in the quality of health services provided to patients, as well as a difference in the importance of the persons of the research sample a variety of the main variables. Key Words: Health, Healthcare, Health Services, SERVQUAL.