The Antecedents of Customers Loyalty towards Private Hospitals in Bangkok
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Abstract
The purposes of this research are to investigate that demographic, service quality, private hospital image, relationship quality affected the customer loyalty of the private hospital as well as to study the direct and indirect influence of the antecedents. This is a quantitative research method technique. The sample group included 675 samples from the private hospital in Bangkok.
The finding revealed that demographic, service quality and private hospital image are influenced from the direct and indirect influence of the customer loyalty of the private hospital in Bangkok. Exclusively relationship quality is only direct influence of the antecedents. Therefore, hospital executives in Bangkok must emphasize on service quality development, credibility and product branding to make patients believe, accept and revisit their hospital. Then they can change relationship into long-term loyalty.
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