rescue 1122

Report on Punjab Emergency Service (Rescue 1122)

Significance of Services Quality in terms of GAPS model

An Analytical Study

On

Punjab Emergency Service

(Rescue 1122)

Submitted by:

Waqar Sharif 043

Maheen Tufail 018

Iqra Rasheed 013

Waheed Ahmad 041

Afsheen Idrees 003

BBA 7th

M1 Marketing (2012-2016)

The Islamia University of Bahawalpur

Department of Management Sciences


Abstract

The aim of this report is to explore all seven gaps of GAPS model that will provide viewpoint based

on research feedback from Rescue 1122, Bahawalpur. Data purely collected from local customers,

management and staff of Sub office Rescue 1122 Bahawalpur, where some data also taken from

different research articles on Punjab Emergency Service as reference for nationwide performance of

Rescue 1122. Apart from emergency services provided by Rescue 1122, this research article has

compare and contrast the services with its rival’s. The report has also highlighted the performance of

the Rescue 1122 Bahawalpur. After the discussion on the business based on GAPS model, we

recommended few suggestions that would be helpful for Rescue 1122.

Keywords: Rescue 1122, GAPS Model, Punjab Emergency Services, Bahawalpur.

Introduction

This report will explore the terms of all seven gaps of GAPS model of services in perception of

emergency services provided by Rescue 1122 in Bahawalpur. Background section of this report will

describe the history, origin and aim to start emergency business by Rescue 1122. Next section of this

report will explain service marketing and GAPS model. There are some live moments captured of our

group members with Rescue 1122 team in this report and the end section will deal with conclusion

and recommendations to Rescue 1122.


Background

Dr. Rizwan Naseer is the current Director General of Rescue 1122 Pakistan. It was started in 2006.

After the success of the Lahore Pilot Project launched in 2004, Rescue 1122 is operational in all

Districts of Punjab with a population of over 80 million and providing technical assistance to other

Provinces of Pakistan. Rescue 1122 includes Emergency Ambulance, Rescue & Fire services and a

Community Safety program. It was an initiative step taken by in government of Prime Minister

“Choudary Parvaiz Ellahi”.

Rescuer's Oath:

• I solemnly affirm to serve the Punjab Emergency Service with complete devotion and honor

the physical and judicial laws of Allah, Service and man. I shall always be polite and treat all victims

without any discrimination of caste, region, color or religion.

• I shall also share my knowledge with those who may benefit from what I have learnt and shall

not participate in any mischievous or political activity nor shall I instigate anyone for it.

• Whenever, I enter any premises, my aim shall purely be to rescue, treat, prevent or manage an

emergency as the need may be and I shall never disclose any personal information of the victim to

anyone unless required by law.

• I shall obey all the orders given to me by my seniors and shall go through land, air or sea,

whenever I am ordered to do so to rescue or save human lives even if it endangers my own life.

• May God give me the strength to help make a better world for all humanity and should I

trespass or violate this Oath, May the reverse by my lot!

So help me Allah!


Scope

Data purely collected from patients, management and staff of Rescue 1122 Bahawalpur. So, the

implications of the results are just for Bahawalpur.

Significance

Rescue 1122 is the biggest emergency humanitarian service of Pakistan with infrastructure in all 36

districts of Punjab and is providing technical assistance to other provinces. Rescue 1122 has rescued

over 3.73 million victims of emergencies through its emergency Ambulance, Rescue & Fire services

and Community Emergency Response Teams while maintaining its average response time of 7

minutes and standards in all districts of Punjab province with population of over 80 million.

The Punjab Emergency Service Act was promulgated in 2006 to provide legal cover to the Emergency

Services Reforms initiated in 2004 from Lahore. Start of Rescue 1122 was necessitated by failure of

repeated attempts to revitalize and modernize the old organizations mandated for emergency

management. Now as a result of the performance of Rescue 1122 during emergencies and disasters in

recent years, it has also been notified as the Disaster Response Force by the Provincial Disaster

Management Authority (PDMA), Government of the Punjab.

The District Emergency Officer is responsible for the day to day operational management and

administration of the Service in the Districts under the supervision of District Coordination Officer

who is also the Chairman of the District Emergency Board. The Board has become an effective

organization for improving inter-departmental coordination and prevention of emergencies based on

review of emergency data. The Director General who is the Chief Executive Officer of the

organization is mainly responsible for overall operations, monitoring to ensure uniformity & quality

amongst districts, recruitment & training, research, planning and development.

Rescue 1122 is not just providing the emergency victims with the basic right to timely emergency

care but believes in “saving lives and changing minds”. This is vividly reflected in the mission

statement of the Service which is “development of safer communities through establishment of an

effective system for emergency preparedness, response and prevention”.


In order to establish safer communities, Rescue 1122 is implementing the Community Safety Program

which includes capacity building of community emergency response teams, school safety program,

training of citizens in life saving skills and collaboration with Chamber of Commerce & Industries for

fire and work safety. The details of Community Emergency Response Teams and citizens trained in

Life Saving Skills are attached.

Emergency Services Academy has been established for sustainable human resource development in

the field of emergency management which has been long neglected in Pakistan. This Academy is now

imparting training not only to the emergency officials of Punjab but also to other provinces of

Pakistan. The Academy imparts training in the fields of emergency medical training, fire-fighting, fire

prevention & investigation, urban search & rescue, high angle rescue, confined space rescue, water

rescue and other emergency management skills.

Competitors and Rivals

There are no as such competitors of Rescue 1122 because it is a government’s based provided

free service. Yes, we can assume FIF Ambulance service as a competitor which is launched

by Jammat-ud-dawa of Pakistan but it takes charges per kilometer. Hence, if there is any

competitor of Rescue 1122 but It is amazing service & free of cost. People always prefer to

get helped by it.

Discussion on the business based on GAPS model (all 7 gaps)

Gap 1:

Rescue 1122 is a public service. Pakistan is an under developed country. In a country like Pakistan we

experience gap in this aspect. There is a lot of room for improvement.


Inadequate marketing research: when this service is just established the quality is fully

studied. But as the time passes the government of Pakistan is taking this service for granted.

Leaving the team with less efficient resources. Government should give its full attention to

this right of public to be provided with this service.

Lack of upward communication: the medical officer in rescue 1122 told us about the

negligence of government regarding this service. He told us the situation by saying that every

political party has his own area of interest to invest on. Rescue 1122 is considered as an extra

burden for the government. As every single call for help cost for average 8000-9000 to them

providing them almost no earning.

Insufficient relationship focus: this service is totally based on maintaining good relationship

and public service. The medical officer told us about his static salary situation. But still they

are satisfied with the job.

Inadequate service recovery: they listen to the complaints of the victims. But once again

due to the negligence of government they cannot help the gaps. But still they are giving their

best to satisfy the patient. Life of the patient is their only priority. The medical team learned

to work in limited resources.

Gap 2:

Rescue 1122 has been facing the problems regarding this gap. The performance of their service

depends on the funds and appreciation provided by the government of Pakistan. Following are the

points which are studied under gap 2:

Poor service design: As more and more people are moving to the cities. People are more

aware and educated. They demand more from rescue team. More people call them for help.

There is always room for improvement. To cope up with the changing priorities and interests

of people there arises need to reshape the services.

Absence of customer driven standards: Due to negligence of government, the customer

driven standards are not considered. But still the team of rescue 1122 is giving its maximum

efforts to provide the best they can. Due to their efforts rescue 1122 is at 2nd best service

providers of Pakistan according to recent statistics.

Inappropriate physical evidence and service-escape: once again due to government

negligence, rescue is facing problems in its further development. But the team is expecting

good for the future now. In some next coming years they are hopeful about getting new

equipment and techniques to instantly treat their patient.

Gap 3:

Rescue 1122 is only brand which is providing services in emergency situation. People are very much

biased toward their service. Following are some points in this aspect:

Deficiencies in HR policies:

Their recruitment process is very specialized and systematic. There are proper testing systems and

interviews. Apart from this system, they arrange training sessions for their employs. To provide

information about new equipment, the management provides their employs full training staff and

delivers lectures.


On the other hand employs are less encouraged regarding their salary ranks. So they are unsatisfied

with their salaries and compensation given to them.

Gap 4:

Rescue 1122 does not market their service in public. The medical officer told us that there is a need to

provide information and knowledge in the rural areas. There are a lot of mishaps which need their

service but due to limited knowledge people are not able to utilize this service. So this gap needed to

be filled by marketing their service in a proper way to educate the common public.

The sole marketing they enjoy is through personal contacts and word of mouth. They need to be

marketed well for the public to be aware.

Gap 5:

Rescue 1122 is the one service on which victims rely with their full heart. People prefer their instant

treatment rather than other medical facilities of doctor. People trust on their treatments because they

are specially design to provide services in emergencies. Gap of this type arise only in situation where

the patient or victim is worried or calling for the first time. But those victims who have experienced

their services before are fully convinced about the time they take for response.

Gap 6:

This gap arises when employee does not have proper information about its customer. Both the

customers and employs are inefficient in knowing each other. In a service like rescue 1122 this gap is

present because there is no proper implementation about the improvements which are to be done.

Gap 7:

Rescue 1122 is Public Service Company. Management expectations are high about providing what

they offer. But the employs due to lack of their salaries and benefits are less enthusiastic about it.


A Group Selfie!!!

Conclusion

Rescue 1122 service no doubt doing their best to assist people in need and danger. But their service is

only fruitful in case when they are called at right time. But in our rural areas where people are mostly

uneducated or little educated they are unaware of such blessings. So they are not getting much benefit

of these services. For making rural people more secure and advantageous of the rescue service, there

is need to make rescue service calling phenomenon easier, and user friendly. There is need anything

like having no usability problem or complex mobile handling.

Our proposed solution is expected to provide our rural illiterate user a system having more usability

and with less cognitive burden while dealing with it. There must be something like one button pushed

and rescue services at the door like police, ambulance, fire brigade or what so ever it may be within

minimum possible time and effort. Here the needy person only have to reach the device and push the

button relevant to his requirement on that mobile like device without any extra effort of number

dialing or finding for someone’s contact number.

Report has concluded that the Rescue 1122 sector ignored by Government of Pakistan for many years.

Rescue 1122 has outdated resources but rescue 1122 team have true spirits to save the life of people.

It is difficult for rescue 1122 team to secure the victims with limited and outdated resources. With

limited resources their team is serving people better than others.


Recommendation

In the start of this service people were unaware about rescue 1122. Now 11 year has

been completed of this service. As we now that Population is increasing day by day.

Now the people are aware from this service. Now this is one of the best rescue services

in the Pakistan. Unfortunately this government is not cooperating with this service

provider because of political issues. As this is one of the best free recue service in

Pakistan, government should cooperate.

With the increase of population traffic also has increased and chances of accidents

also……so they need more vans to cover the area to save the victims or injured people

in accidents.

To improve the service more staff and there training is needed to work efficiently.

As this is the time of modern era, new diseases have come and for this purpose they

need advanced medicines to overcome the diseases.

Government should provide the modern operating devices and modern medical

machinery so they work efficiently.

They say that if mini hospitals facilities arranged in their office then they can provide

better services.

There should be extra budget for the maintenance of vehicles.

Government should increase the salaries of such a nice people those who spending

their life in the service of humanity.

Government should take some steps to improve and provide all the facilities that they

need in saving the people.

Government should give extra bonuses for the employees to motive them.

References:

http://www.rescue.gov.pk/

http://www.pakistancgp.blogspot.com/2012/08/rescue-1122.html/

www.maati.tv/tag/history-of-rescue-1122/

http://www.dawn.com/news/884175/cover-story-rescue-1122-real-life-heroes

http://www.rescue.gov.pk/

http://www.pakistancgp.blogspot.com/2012/08/rescue-1122.html/

http://www.maati.tv/tag/history-of-rescue-1122/

http://www.dawn.com/news/884175/cover-story-rescue-1122-real-life-heroes

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