THE DEVELOPMENT OF A STRUCTURAL EQUATION MODEL OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) AND CUSTOMER SATISFACTION AFFECTING LOYALTY TO THE THAI PRIVATE HOSPITALS IN THE EASTERN REGION

Abstract

The purposes of this research were (1) to study the level of loyalty to Thai private hospitals in the Eastern Region; and (2) to develop a structural equation model of the customer relationship management and customer satisfaction affecting loyalty to Thai private hospitals in the Eastern Region. The research sample consisted of 432 purposively selected customers or service users of HA and JCI accredited hospitals in the Eastern Region (Chon Buri, Rayong, Chanthaburi, Trat, and Chachoengsao provinces). The employed research instrument was a questionnaire. Data were analyzed using the percentage, mean, standard deviation, and structural equation model analysis. This study found that (1) the loyalty to Thai private hospitals in the Eastern Region was at the high level; and (2) the customer relationship management had indirect influence on loyalty to Thai private hospitals in the Eastern Region through customer satisfaction at the .01 level of statistical significance, with rather high influence effect size; the customer relationship management had direct influence on customer satisfaction at the .01 level of statistical significance, with rather high influence effect size; and customer satisfaction had direct influence on loyalty to Thai private hospitals in the Eastern Region at the .01 level of statistical significance, with rather high influence effect size.