Othman, Nur Amalia
(2024)
The relationship of healthcare service quality and patient satisfaction on patient loyalty of outpatient clinics in private hospitals in Malaysia.
[Dissertation (University of Nottingham only)]
Abstract
This research study intends to examine the importance of patient satisfaction as a predictor of patient loyalty and the role of healthcare service quality in shaping patient perceptions, experiences and satisfaction. This study will analyze the factors affecting healthcare service quality, patient satisfaction and its relationships on patient loyalty in Outpatient Clinics in Private Hospitals.
The hypothesis of this study will be; 1) There is a positive and meaningful effect between Healthcare Service Quality and Patient Satisfaction, 2) There is a positive and meaningful effect of Patient Satisfaction on Patient Loyalty, and 3) There is a positive and meaningful effect of Healthcare Service Quality on Patient Loyalty.
In order to conduct the study, a HEALTHQUAL model, patient satisfaction, and patient loyalty questionnaire were adapted and distributed randomly via Google link and QR code through the author’s various social media. The questionnaires were distributed within four months from March 2023 to June 2023. A total of 368 respondents have responded to the questionnaire, but only 330 respondents have agreed and fully completed the survey, making the overall response rate to about 89%.
The results collected were recorded and grouped in Microsoft Excel and were then transcribed and analyzed using IBM SPSS version 28. The data were checked for its reliability using Cronbach’s Alpha where all the variables showing the value of more than 0.7, confirming their reliability. Validity of the data in this research will reflect the previously validated data in a similar study on HEALTHQUAL on Patient Satisfaction, and Patient Loyalty. Normality test was also conducted showing that the data was not normally distributed. Pearson Correlation was also conducted to see the correlation between all the variables. The result shows that there are all the variables are positively correlated with each other where in HEALTHQUAL, the strongest relationship was between Empathy and Tangibles. In addition, the strongest relationship in Loyalty component was between Conative Loyalty and Action Loyalty.
Next, the research hypothesis was tested using Linear Regression. This research study highlights the significance of healthcare service quality and patient satisfaction in shaping patient loyalty within the healthcare sector. This study’s results show a positive and meaningful relationship between both healthcare service quality, patient satisfaction, and patient loyalty. However, it can be concluded that the highest relationship are between healthcare service quality with patient satisfaction, followed by healthcare service quality and patient loyalty, and lastly between patient satisfaction and patient loyalty.
Finally, the last part of this study will use the results to make constructive suggestions and make conclusions on the managerial impact of the study. By adopting the HEALTHQUAL framework, healthcare providers can identify areas of improvement and implement strategies to enhance patient satisfaction. Ultimately, by prioritizing patient satisfaction, healthcare providers can foster patient loyalty, thereby ensuring a sustainable healthcare system.
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