SATISFACTION of SERVICE RECIPIENTS WIHT SERVICE QUALITY AND THE DECISION TO REPEAT THE SERVICE OF HOSPITALS IN THE UPPER SOUTHERN REGION

Abstract

The purposes of this study were to compare satisfaction with services of hospitals in the upper southern region; to investigate influencing factors of the satisfaction with the services of the hospitals in the upper southern region; and to examine influencing factors of opportunities for repeats in the use of the services of the hospitals in the upper southern region. The American Customer Satisfaction Index was employed as a conceptual framework. This quantitative study used questionnaires for data collection. The Samples were obtained through a stratified random sampling to include 450 service recipients at the hospitals in the upper southern region. The data were analyzed by a bivariate analysis, a regression model, and an ordered probit model. Results revealed that service recipients of Hospital A demonstrated lower service satisfaction than those of the Hospital B with statistical significance; the influencing factors of the satisfaction with the services with statistical significance included quality perception, value perception, and image; and the influencing factors of the opportunities for repeats in the use of the services of the hospitals in the upper southern region with statistical significance included satisfaction, complaint reporting, and loyalty.