Determinants of Satisfaction and Loyalty in Innovative Personal Health Assistant Services for Potential Hypertension Patients: A Case Study on a Private Hospital in Thailand

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Ruengrong Ongpattanakit


Purpose: The objective of this research is to explore the determinants of satisfaction and loyalty in innovative personal health assistance services for patients with potential hypertension symptoms. Research design, data and methodology: Research framework was constructed based on previous studies and composed of six variables, reliability, trustworthiness, service quality, hospital image, satisfaction, and loyalty. Quantitative data was collected from target respondents using questionnaires. Item-Objective Congruence (IOC) and pilot test have been tested with questionnaires to ensure the reliability on item measurement. Questionnaires were distributed to 500 respondents by applying sampling methods of purposive sampling, stratified random sampling, and convenience sampling. Data obtained was statistically assessed using Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) for model validity and hypothesis testing. Results: Loyalty in personal health assistant services for potential hypertension patients was directly impacted from satisfaction. Satisfaction was determined from service quality and hospital image. Reliability and trustworthiness were irrelevant towards satisfaction on the service. Conclusions: Marketers, management of hospital, and developers of HVA should focus on building superior service quality such as quality health tracking and educating on hypertension, and stimulate hospital image through positive service experience to enhance satisfaction, that ultimately lead to loyalty in the service.


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Ongpattanakit, R. (2024). Determinants of Satisfaction and Loyalty in Innovative Personal Health Assistant Services for Potential Hypertension Patients: A Case Study on a Private Hospital in Thailand. AU-GSB E-JOURNAL, 17(1), 24-34.
Author Biography

Ruengrong Ongpattanakit

Ph.D. Candidate in Technology, Education and Management, Graduate School of Business and Advanced Technology Management, Assumption University, Thailand.


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