The Influences of Service Quality and Organization Image on Word of Mouth Communication of Medical Service Users in Rajthanee Hospital

Abstract

The purpose of this research was to study the factors influencing word of mouth communication of service users in Rajthanee hospital. The sample groups consisted of 400 customers of rajthanee hospital obtained by non-probability sampling. Research instrument in collecting data were questionnaire. Statistics used for data analysis were percentage, mean, standard deviation, and multiple regression analysis for hypothesis test. The research results showed that service quality including tangible aspect, responsiveness aspect, empathy aspect had positive influence to word-of-mouth communication significantly at 0.01 level. Assurance aspect had positive influence to word-of-mouth communication significantly at 0.05 level. In case of corporate image including personnel aspect and social aspect had positive influence to word-of-mouth communication significantly at 0.01 level. Operation and organization culture had positive influence to word-of-mouth communication significantly at 0.05 level. This result of the study will be the guideline for the company ‘s service quality improvement and corporate image building plan which contribute to the corporate’s competitive advantages in the future.