Customer Awareness and Perception of Healthcare Services

Abstract

Healthcare services play a vital role in promoting the well-being and longevity of individuals. With rapid advancements in medical science and the integration of digital technologies, healthcare delivery has become more efficient and accessible. Modern hospitals are equipped with advanced infrastructure and skilled professionals; however, the effectiveness of these services largely depends on customer awareness and perception. In the digital era, patients increasingly rely on social media, hospital websites, online reviews, and word-of-mouth communication to obtain information about healthcare facilities and services.Customer awareness enables individuals to make informed decisions regarding treatment options and the selection of healthcare providers, while perception significantly influences their level of trust, satisfaction, and loyalty. This study aims to assess the level of customer awareness of healthcare services through digital platforms and to examine customers’ perception in terms of quality, accessibility, reliability, and overall satisfaction. The research is based on primary data collected through structured questionnaires, supported by relevant secondary sources. The findings indicate a significant level of customer awareness, particularly through social media and personal references such as friends and family. The study highlights that understanding customer awareness and perception is essential for healthcare institutions to enhance service quality, strengthen communication strategies, and improve overall patient satisfaction and organizational performance.