MEDICAL SERVICE INNOVATION AND IMAGE THAT INFLUENCE SATISFACTION AND LOYALTY OF USERS OF PUBLIC HOSPITAL OUTPATIENT DEPARTMENTS AND PRIVATE SECTOR IN BANGKOK

Abstract

This research aimed to study the medical service innovations that influence the satisfaction, image and loyalty of service users and to study the service users’ expectations, quality perception and value perception that influence the satisfaction and loyalty of outpatient service users of government and private hospitals in Bangkok. The research framework was applied from the American Customer Satisfaction Index (ACSI) theory to the study. The survey method and data collection were conducted using

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the convenience sampling method of 403 people from the group who used or had used outpatient services of government and private hospitals in Bangkok. The sample was divided into gender and age to answer the questionnaire and the data was analyzed using the structural equation model. The research results found that the medical service innovations and image influence the satisfaction and loyalty of outpatient service users of government and private hospitals in Bangkok. The sample group consisted of patients and relatives with gender and age, most of whom were between 27-44 years old and were working-age, married, had a bachelor’s degree or were studying for a bachelor’s degree, worked as employees of private companies with an average monthly income of 30,001-50,000 baht and used private hospitals under the social security scheme. In terms of civil servant rights, most people chose to use government hospitals. It was also found that service users will have chronic diseases that require continuous treatment, such as diabetes, blood pressure, heart disease, etc., which will require long-term and continuous treatment. As a result, service users will have experiences and expectations of the hospital in terms of medical service innovation, medical products, medical processes, and hospital management, which have statistically significant influences on service users’ satisfaction, image, and loyalty. As for service users’ expectations, perceived quality, and perceived value, they have statistically significant influences on service users’ satisfaction, especially in terms of a good service system, satisfaction with personnel, doctors, nurses, and service providers, and innovative services with the use of modern technology, value for money, and services received, resulting in satisfaction, resulting in statistically significant loyalty of service users.