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King George’s Medical University: Inculcating a Service Mindset

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  • Payal Mehra

Abstract

The case narrates the dilemma faced by Dr Ravi Kant, the Vice Chancellor (VC) of King George’s Medical University, and the steps he took to resolve the same. The widely reputed public hospital had, under the leadership of Dr Ravi Kant, successfully introduced a series of communication interventions in the hospital in 2015. The aim of these interventions was to sensitize the doctors on the importance of empathy, patient-centred care, and its outcomes in line with the recent directives of the Medical Council of India. However, no tangible benefits of these interventions were visible, just yet. Doctor–patient clashes were far more frequent. Many times, the university almost came to a standstill because of flash strikes by the junior doctors and even doctors in residence. The VC was often confronted with disgruntled patients, irritated patient attendants, an angry media and missives from the state government. The key issues highlighted in this case are: How to make the doctors more responsive to the needs of the patient? What additional measures should be initiated to inculcate values of medical ethics and empathy within the doctors? What more could be added to the medical curriculum to bring about a greater change in perspective? Finally, how to develop a service mindset?

Suggested Citation

  • Payal Mehra, 2019. "King George’s Medical University: Inculcating a Service Mindset," South Asian Journal of Business and Management Cases, , vol. 8(2), pages 113-129, August.
    • Handle: RePEc:sae:sajbmc:v:8:y:2019:i:2:p:113-129
    DOI: 10.1177/2277977919833767
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    References listed on IDEAS

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    1. Steven W. Rayburn, 2015. "Consumers' captive service experiences: it's YOU and ME," The Service Industries Journal, Taylor & Francis Journals, vol. 35(15-16), pages 806-825, November.
    2. Sidney Anderson & Linda Nasr & Steven W. Rayburn, 2018. "Transformative service research and service design: synergistic effects in healthcare," The Service Industries Journal, Taylor & Francis Journals, vol. 38(1-2), pages 99-113, January.
    3. Verhoef, Peter C. & Lemon, Katherine N. & Parasuraman, A. & Roggeveen, Anne & Tsiros, Michael & Schlesinger, Leonard A., 2009. "Customer Experience Creation: Determinants, Dynamics and Management Strategies," Journal of Retailing, Elsevier, vol. 85(1), pages 31-41.
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