SERVICE QUALITY AND CUSTOMER RELATIONSHIP MANAGEMENT AFFECTING TRUST, SATISFACTION, AND USERS’ LOYALTY TOWARD PRIVATE HOSPITALS IN PATHUMTHANI PROVINCE

Abstract

The study was aimed to analyze the service quality and customer relationship management affecting trust, Satisfaction, and users’ loyalty toward private hospitals in Pathumthani province. The closed-end questionnaire was used as a research tool. Data were collected from 220 patients of private hospitals in Pathumthani province. The inferential statistics used to test the hypothesis were multiple regression analysis. The results showed that the majority of respondents were female with 30-40 years of age.  Most of them completed a bachelor’s degree, worked for private companies, and earned average monthly income of 25,001-35,000 baths.  In addition, the results revealed that 1) the service quality and customer relationship management affected the users’ trust toward private hospitals in Pathumthani province; 2) the service quality and trust affected the users’ satisfaction toward private hospitals in Pathumthani; and 3) trust and satisfaction affected the users’ loyalty of private hospital in Pathumthani province.