INTERCULTURAL COMMUNICATION AND SERVICE INNOVATION FOR PATIENT LOYALTY IN TOTAL KNEE ARTHROPLASTY

Pawit YUANGNGOEN; Anamai DAMNET

doi:10.14456/tisr.2026.9

Authors

Pawit YUANGNGOEN Faculty of Hospitality Industry, Kasetsart University, Thailand
Anamai DAMNET Faculty of Hospitality Industry, Kasetsart University, Thailand

DOI:

https://doi.org/10.14456/tisr.2026.9

Keywords:

Sustainable Patient Loyalty, Intercultural Health Communication, Total Knee Arthroplasty, Personalized Service Innovation, Healthcare Policy Guidelines

Abstract

This qualitative study explores the synergistic impacts of intercultural health communication, service innovation, and patient satisfaction on fostering sustainable patient loyalty toward Total Knee Arthroplasty (TKA) services in Thai hospitals. Using purposive sampling, empirical data were systematically collected through semi-structured, in-depth interviews with fifteen key informants, comprising five medical experts, five academics, and five post-operative TKA patients. The collected qualitative data were rigorously evaluated using comprehensive content analysis techniques. The findings reveal that effective intercultural health communication, marked by profound empathy and the practical teach-back method, integrated with personalized service innovations like remote monitoring, significantly enhances patient satisfaction. Consequently, these elements drive sustainable patient loyalty, manifested through a willingness for continuous treatment, positive word-of-mouth, and repurchase intentions. Furthermore, the study proposes a four-pillar policy framework encompassing proactive communication, corrective complaint management, preventive staff training, and reactive patient network building. These strategic guidelines empower healthcare providers to cultivate enduring trust and competitive advantage.

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