Maternal perceptions of medical service quality: evidence from a SERVQUAL-IPA model at a hospital in Beijing

Pregnant women's evaluation of service quality is crucial for optimizing prenatal and delivery care and is one of the key indicators for assessing service performance. However, at present, there is a lack of systematic tools to assess the perception of service quality among pregnant women. This study aimed to assess the gap between pregnant women's expected expected and perceived service quality using a modified SERVQUAL model, identify influencing factors of the gap, and provide evidence for optimizing "Mother and Baby-Friendly Hospital" (MBFH) services.

A cross-sectional study was conducted at a medical center in Beijing, from April to September 2024, involving 454 pregnant women. Data were collected using a modified SERVQUAL questionnaire, which included 34 items across 6 dimensions and measured both "expectations" and "perceptions". Statistical analyses were performed with SPSS 22.0, descriptive statistics characterized overall service quality scores, multiple regression identified factors influencing the gap, and Importance-Performance Analysis (IPA) determined priority areas for service improvement.

The average score of pregnant women's perceived service quality ranged from 3.91 to 4.97. Significant gaps between expectations and perceptions were observed in 2 items of the Assurance dimension and 3 items of the Tangibility dimension. IPA confirmed these items as "high-priority improvement areas". Multiple regression analysis showed that educational level, income, type of medical insurance, parity and presence of pregnancy complications were the main factors influencing the gap.

The integration of SERVQUAL and IPA provides valuable insights for improving the service experience of pregnant women. Based on the findings, the medical center has taken targeted measures to enhance service quality across all dimensions, with particular emphasis on Assurance and Tangibility. These improvements have contributed positively to the center's application for "MBFH" certification.