Service quality is considered as a key component for employer brand that is determined through customers’ satisfaction. In this context, the primary goal of the health care industry is to provide the best possible service to their patients in order to sustain in the market. An assessment will give an opportunity to find out the loopholes in the services for future rectifications and to reach the desired goal. This study is, therefore, an attempt to measure the perception of patients regarding quality of health care services in India along with a comparative study on urban and rural hospitals. Here, current status of health care service quality and preferred service dimensions of urban and rural patients in India was investigated through literature review and questionnaire survey. Data were collected from 368 patients, who were then hospitalized or already discharged. The Service Quality Measurement scale (SERVQUAL) was applied to verify the hypotheses. The findings reveal that the health care service quality was unsatisfactory and patients’ preferences of dimensions were distinct in urban and rural areas. These gaps exist due to lack of knowledge, costly modern medical substances and treatments and so on. The study has implication in maintaining standard of health care service quality, making policies and serving research purposes.
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