The Influence of Service Quality on Medical Equipment Procurement Decisions Mediated by Physicians’ Satisfaction: A Case Study of Cardiothoracic Surgical Instruments in Public and Private Hospitals, Bangkok

Abstract

               The objectives of this research were (1) to study the levels of physicians’ satisfaction, service quality, and purchasing decisions, and (2) to examine physicians’ satisfaction as a mediating variable linking service quality to purchasing decisions. This study employed a quantitative research approach using questionnaires administered to 200 cardiothoracic surgeons working in public and private hospitals in Bangkok. The research framework was based on the concept of Hair et al. (2006), using a simple random sampling method. The index of item-objective congruence (IOC) ranged between 0.67 - 1.00, and the reliability coefficient was 0.891. The statistical tools employed included frequency, percentage, mean, standard deviation, and Structural Equation Modeling (SEM) using the PLS program.

               The results revealed that most cardiothoracic surgeons were male, aged between 35 - 40 years, with 5 - 10 years of work experience, and mainly worked in public hospitals. Regarding the level of opinion, service quality, satisfaction, and purchasing decisions were all rated at a high level. The mean scores were 4.315 for service quality, 4.130 for satisfaction, and 4.170 for purchasing decisions, with standard deviations of 0.727, 0.771, and 0.768, respectively. The results indicated that service quality (SQ) had a direct positive effect on purchasing decisions (DM) = 0.282, and satisfaction (CS) had a significant direct effect on purchasing decisions = 0.657). Additionally, service quality (SQ) had a strong direct positive effect on satisfaction (CS) = 0.917, and an indirect effect on purchasing decisions (DM) =  0.603.

Policy and operational recommendations. Standards of service quality and the system for evaluating staff satisfaction should be enhanced to provide data for improving personnel’s service and communication skills more effectively. In addition, further research should be expanded to other medical fields to build knowledge and develop future policies related to the quality of medical services.