The Model for Building Loyalty in Using Infertility Services With the Medical Technology of Private Hospitals in Thailand

Abstract

The objectives of this study are: (1) to examine the impact of service quality, organizational image, and acceptance of medical technology on patient satisfaction and loyalty toward infertility treatment services using medical technology at private healthcare facilities in Thailand; (2) to explore the relationship between service quality, organizational image, and technology acceptance on patient satisfaction and loyalty in infertility treatment services. The findings reveal that key factors influencing patient satisfaction and loyalty in infertility treatment services are as follows: Service Quality consisting of clear consultations, close care by experienced medical teams, and attentive service, which enhance patient confidence and trust in the facility. Organizational Image a trustworthy and socially recognized image fosters patient confidence, making them more inclined to return and recommend the facility to others. Lastly, Acceptance of Advanced Medical Technology the availability and utilization of advanced technology provide patients with a sense of high-quality and safe care, increasing their satisfaction and loyalty. The use of advanced technology also improves treatment success rates, further reinforcing long-term patient satisfaction and loyalty.