This study seeks to investigate the impact of service quality on patient loyalty in the context of hospital pharmacy services, taking into consideration the moderating effect of illness condition. The findings shed light on the significance of various dimensions of service quality in fostering patient loyalty.
The data for this study were obtained through a questionnaire survey administered to patients who had used services provided by a hospital pharmacy in Thailand. To ensure a qualified sample, the participants were purposively chosen and approached to inquire about their willingness to participate in the research.
The results demonstrate that all service quality dimensions including technical quality, non-prescription service, physical quality, relationship quality and health and medicine advice had significantly positive effects on patient loyalty. Additionally, the findings reveal a significant difference in the level of relationship quality between patients in the acute group and those in the chronic group.
The research results offer recommendations for hospital administrators to enhance the quality of service in hospital pharmacies, leading to increased patient loyalty. Moreover, it provides guidance for hospital pharmacists to tailor their approach according to the illness conditions of the patients.
This study extends the existing knowledge on the service quality dimension by examining how various dimensions influence patient loyalty. Furthermore, it explores how these impacts are moderated by illness condition.
