Examining the Factors Impacting Satisfaction and Loyalty in Innovative Personal Health Assistant Services for Hypertension Patients of a Private Hospital in Thailand
DOI:
https://doi.org/10.14456/shserj.2024.7Keywords:
Service Quality, Satisfaction, Loyalty, Hypertension, Health Assistant ServicesAbstract
Purpose: The aim of this research is to examine the factors impacting satisfaction and loyalty in innovative personal health assistant services for hypertension patients of a private hospital in Bangkok, Thailand. Research design, data and methodology: Conceptual framework consisted with six variables, reliability, trustworthiness, service quality, hospital image, satisfaction and loyalty, was designed to achieve research objective. Quantitative approach was applied to collect data from 500 respondents. Sampling methods of purposive sampling, stratified random sampling, and convenience sampling were used to scoped to reach target respondents. The reliability of questionnaires has been verified with Item-Objective Congruence (IOC) and pilot test before distribution to target respondents. Data obtained was then analyzed with statistical method of Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) to test hypothesis proposed for the study. Results: Loyalty of hypertension patients in personal health assistant service was driven by satisfaction, while satisfaction was impacted from service quality, hospital image, and trustworthiness. Service quality played critical role for hypertension patient as it directly impacts satisfaction and hospital image, and indirectly impact loyalty. Conclusions: Marketers, healthcare facilities, and developers of health virtual assistant should focus on delivering service, diagnosis and treatments that meet their needs or beyond their expectation to gain trust, positive hospital image, and satisfaction that also consequently induces commitment in the service.
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