THE INFLUENCE OF SERVICE SATISFACTION ON USER LOYALTY AT SUBDISTRICT HEALTH PROMOTING HOSPITALS: A CASE STUDY OF THE SURAT THANI PROVINCIAL ADMINISTRATIVE ORGANIZATION

Abstract

This study aimed to examine the influence of service satisfaction on customer loyalty among users of Subdistrict Health Promoting Hospitals (SHPHs) under the supervision of the Surat Thani Provincial Administrative Organization, which plays a crucial role in delivering primary health care services at the community level, particularly within the context of health sector decentralization to local governments. The sample consisted of 374 SHPH service users in Surat Thani selected through convenience sampling. The research instrument was a structured questionnaire covering levels of service satisfaction and customer loyalty, with a reliability coefficient of 0.79. Data were analyzed using percentage, mean, standard deviation, and multiple regression analysis. The findings indicated that most respondents were female, aged 15 - 24 years, had an education level below a bachelor’s degree or equivalent, were students, and used SHPH services on average 1 - 2 times per month. Overall service satisfaction was at a high level across all dimensions, and the overall level of customer loyalty was also high. The regression results showed that satisfaction in four dimensions-service procedures, service channels, service personnel, and facilities-could explain 59.9% of the variance in customer loyalty. Among these factors, facilities exerted the strongest influence, followed by service procedures, service channels, and service personnel, respectively. In conclusion, service satisfaction had a statistically significant positive effect on customer loyalty, with facilities emerging as the most critical determinant of a positive service experience. The results highlight the importance of strengthening physical infrastructure and the service environment, streamlining service processes, expanding modern and accessible service channels, and enhancing personnel capacity and competencies. These improvements are essential for increasing service effectiveness, building public trust, and ensuring that SHPHs can respond appropriately to the diverse health needs of people across all age groups. The findings provide empirical evidence for policy formulation and strategic planning under decentralization.