A CAUSAL RELATIONSHIP MODEL OF FACTORS INFLUENCING CUSTOMER LOYALTY IN PRIVATE HOSPITALS IN THAILAND
DOI:
https://doi.org/10.14456/aamr.2023.19Keywords:
Private Hospitals, Service Quality, Customer Satisfaction, Customer LoyaltyAbstract
The objectives of this research were 1) to study the causal factors that directly and indirectly influenced customer experience management, service quality and customer satisfaction towards customer loyalty in private hospitals in Thailand and 2) to develop a causal relationship model of factors influencing customer loyalty in private hospitals in Thailand. This study is mixed-method research that utilizes quantitative research methods as the main approach and qualitative research methods to expand the confirmatory testing of the study results. This is a mixed method research. The quantitative research method was mainly used, and the qualitative research method was also used to expand the verification of the study results. The sample group in the quantitative research was 450 private hospital customers, which are 138 private hospitals and network hospitals listed on the Stock Exchange of Thailand. The data was collected using a multistage sampling method. The used tool is a questionnaire using causal relationship analysis and the statistics of the structural equation model with the LISREL program to test the research hypothesis in terms of qualitative research from interviewing a group of 14 key informants. The results of the study revealed that the causal variables that directly influenced customer loyalty were customer satisfaction, service quality, and customer experience management. The study also found that the causal factors indirectly influencing loyalty through hospital customer satisfaction were service quality and customer experience management.
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