Do the servicescape of public and private hospitals differ? The Malaysian context

Purpose: This study aims to explore if public and private hospitals have differing servicescape attributes. Design/methodology/approach: The study uses a two-stage (EFA and CFA) procedure for identifying the servicescape attributes and examining their validity in the context of public and private hospitals. Findings: The findings indicate that, in different contexts, patients would expect different aesthetics of servicescape attributes and how they are influenced by the hospital premises. Research limitations/implications: It is interesting to note that: not all of the attributes that appear in both contexts are exactly the same; patients do not seem to face difficulties in analysing and interpreting directional cues, even though the spatial orientation in private hospitals is relatively smaller; the way patients of public hospitals draw inference about the ambient conditions is not consistent with private hospitals; and patients perceive that private hospitals pay special attention to developing a built environment that facilitates treatment and recovery process via interior layout, as well as decoration and architecture attributes. Practical implications: The study grounds the servicescape attributes and provides insights to effectively promote public and private hospitals. Originality/value: This study may be amongst the first to offer servicescape evidence in both the public and private hospitals.