Evaluating quality of contraceptive counseling using SERVQUAL model: A cross-sectional study in southern Ethiopia, 2021

BACKGROUND: Providing quality contraceptive counseling services is essential to support mothers in using modern contraceptives that meet their needs. However, the quality of service provision has not been evaluated in a study setting. OBJECTIVE: This study aimed to assess the quality of contraceptive counseling using a service quality model in southern Ethiopia. DESIGN: A facility-based cross-section study was conducted. METHODS: The study was conducted from 15 May to 15 June 2021 at the public health facilities of Boloso Bombe Woreda in southern Ethiopia. In total, 391 clients were included using systematic sampling techniques. Data were collected using a structured service quality questionnaire, entered into EPI data version 3.1, and analyzed using SPSS version 25 for data analysis. The significant difference and correlation between the mean of a client’s perception and expectation were determined using the Wilcoxon’s sign test. The correlation between sociodemographic characteristics and the quality of counseling was tested using the Friedman’s test. A p value of <0.05 was taken as the criterion for statistical significance. Finally, the result was presented in a table and pie chart. RESULTS: The study participants included 391 women of childbearing age attending family planning clinics, with a 96.6% response rate. Overall, the quality of advice was found to be low. Respondents’ ages (p < 0.001, χ(2) = 385.00), number of living children (p < 0.001, χ(2) = 381.04), marital status (p < 0.001, χ(2) = 359.60), type of contraceptive method (p < 0.001, χ(2) = 379.61), user type (p < 0.001, χ(2) = 368.59), occupations (p < 0.001, χ(2) = 379.00), and educational status (p < 0.001, χ(2) = 371), 20) were statistically associated with the quality of counseling service. CONCLUSION: In all health facilities, the quality of contraceptive counseling services was low. Family planning users had high expectations of the contraceptive counseling service compared to that which they received.