THE EFFECT OF SERVICE QUALITY ON SATISFACTION, WORD OF MOUTH AND REPURCHASE INTENTION OF CUSTOMERS OF PUBLIC HOSPITALS IN BANGKOK AND METROPOLITAN REGION
Keywords:
Service Quality, Satisfaction, Word of Mouth, Repurchase Intention, Public HospitalAbstract
The purpose of this research was to study the effect of service quality on satisfaction, word of mouth, and repurchase intention of customers of public hospitals in Bangkok and Metropolitan Region. The research methodology was quantitative research with survey method by using questionnaires for data collection. The respondents were 388 participants, who are customers of public hospitals located in Bangkok and Metropolitan Region. Descriptive statistics utilized for data analysis included frequency, percentage, mean, and standard deviation. Due to hypothesis testing, inferential statistics used were Pearson’s Product Moment Correlation Coefficient and Partial Least Squares-Structural Equation Modeling (PLS-SEM). The research results showed that service quality affected satisfaction, word of mouth, and repurchase intention of customers of public hospitals in Bangkok and Metropolitan Region at a significance level of 0.001. Besides, satisfaction affected word of mouth and repurchase intention of customers at a significance level of 0.001. In addition, satisfaction also acts as a mediator in the effect of service quality on word of mouth and repurchase intention of customers at a significance level of 0.001. The research findings indicate the significance of service quality and customer satisfaction, which influence the customers’ positive attitudes toward the hospital’s products and services. Therefore, hospital administrators should prioritize service quality factors in their strategic planning and management approaches to enhance customer satisfaction leading to positive word-of-mouth and repurchase intention of customers.
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