Total quality management and patient satisfaction in Ghana: Role of internal marketing and contextual factors

Abstract

The main purpose of the study was to analyse the effect of total quality management, contextual factors, and internal marketing on patient satisfaction among public hospitals in Ghana. In order to achieve the purpose of the study, five specific objectives and five hypotheses were formulated. The study was centered on three theories – the resources-based theory, affective events theory and general contingency theory. The study adopted the positivist philosophical paradigm, quantitative research approach and the explanatory research design for the study. This research was conducted in all five teaching hospitals in Ghana. Teaching hospitals play important roles in quality healthcare delivery in Ghana. A total sample size of 468 respondents were considered. The data collection instrument for the study was questionnaire. Due to the nature of the study’s objectives, the structural equation model was employed in analysing the objectives of the study. The study found that total quality management enhances and fosters patient satisfaction by delivering quality services that would keep patients coming back again. Also, internal marketing has significant positive effect on patient satisfaction among public hospitals in Ghana. Again, contextual factors influenced patient satisfaction among public hospitals in Ghana. Contextual factors also moderated the relationship between total quality management and patient satisfaction among public hospitals in Ghana. Finally, internal marketing mediated the relationship between total quality management and patient satisfaction among public hospitals in Ghana. The study recommended that management of the public teaching hospitals should empower their employees to enhance their contribution towards patient satisfaction.