Service Quality, Brand Image and Satisfaction Factors Influencing the Loyalty of Service Users: A Case Study of Out-Patients, Thonburi 2 Hospital

Abstract

This research has objectives to: 1) study service quality, brand image, satisfaction, and loyalty of service users who are the out-patients at the Thonburi 2 Hospital, and 2) study the brand image and satisfaction as mediating factors between service quality and loyalty of the out-patient at Thonburi 2 Hospital. The sample size is the 470 out-patients at Thonburi 2 Hospital. The statistical descriptive data include: percentage, mean, and standard deviation. The data are also analyzed by using Structural Equation Model (SEM) based on PLS Graph 3.0 program. The results revealed that the service quality, brand image and satisfaction factors have an influence on the out-patients’ loyalty with the high level of mean value at 4.02, 3.92, and 3.90 respectively. From the analysis, it was found that the brand image is a mediating factor between service quality and loyalty of service users who are the out-patients at Thonburi 2 Hospital with a statistical significant value.