Healthcare service quality, satisfaction and loyalty in university hospitals: the moderating effects of age and visit frequency

Abstract

Purpose – This research examines the relationship across the five dimensions of SERVQUAL (tangibles, reliability, responsiveness, assurance and empathy) with satisfaction and loyalty of patients at public university hospitals in Thailand and the moderating effects of age and visit frequency in these relationships. Design/methodology/approach – A survey method was used to gather data from three major public university hospitals in Thailand. A total of 390 questionnaires were analyzed using the structural equation model. Findings – The results demonstrate that patient satisfaction is positively impacted by each of the five service quality dimensions. Patient loyalty and service quality are mediated by patient satisfaction. The impact of each dimension of service quality on patient satisfaction and loyalty varies depending on patients' age group and their frequent visits. Originality/value – This study demonstrates that visit frequency is a better predictor for moderating effect as it can explain how frequent-and infrequent-visit patients differ in their service quality preferences, which affects patient satisfaction and patient loyalty.