The Influence of Service Quality, Brand Trust, and Customer Satisfaction Affecting Brand Advocacy of Government Hospitals in Bangkok
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This research aims to investigate service quality, brand trust, and customer satisfaction towards service ofgovernment hospitals in Bangkok, along with the predictive ability of these factors on brand advocacy for these hospitals. Data were collected from 320 respondents. The findings reveal that service quality and customer satisfaction significantly influence brand advocacy, whereas brand trust does not demonstrate a statistically significant effect in this context. These results underscore the crucial role of actual service experience in fostering brand advocacy, particularly in systems where users have limited alternatives. The study also provides practical implications for hospital administrators to develop targeted communication strategies, improve responsiveness, and strengthen patient satisfaction through continuous and equitable services. It also recommends leveraging digital health innovations and enhancing operational transparency to promote long-term patient loyalty and public trust, especially in the context of public sector healthcare constraints.
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