Utilization of patient satisfaction survey data from the perspective of service marketing: An empirical study focusing on the causal structure of perceived quality, patient satisfaction, and loyalty

Abstract

Introduction: Medical marketing attracts attention. Although many medical facilities conduct patient satisfaction surveys, valuable data cannot be sufficiently utilized.

Methods: This study examined inpatient satisfaction survey data using structural equation modeling to reveal analytical viewpoints and models that utilize these data. Furthermore, this study applied the causal structure of relationships among perceived quality, customer (patient) satisfaction, and loyalty (recommendation) described in the marketing domain to the medical context.

Results: The results demonstrated that perceived quality, which encompassed quality of care, interpersonal relationships, one-to-one, and service environment, significantly affected patient satisfaction and recommendation. Moreover, patient satisfaction significantly affected recommendation.

Conclusion: Patients perceive a variety of qualities and develop satisfaction and recommendation. This study provided generalizable and extensible findings, as the measurement items measured data from many medical facilities. These findings contribute to the accumulation of medical marketing research and practice.