The Causal Factors Influencing Customer Loyalty to Buy Health Check-Up Packages from Private Hospitals via Facebook

Abstract

This article aimed to: 1) develop and validate of a causal relationship model regarding consumer loyalty in purchasing private hospital health check-up packages on Facebook pages, and 2) study the causal factors influencing this loyalty to Buy Health Check Up Packages of Private Hospitals on Facebook Pages of Consumers in Thailand. This quantitative research utilized an online questionnaire for data collection. The sample consisted of 215 consumers residing in Thailand who had previously purchased private hospital health check-up packages on Facebook pages. Data were analyzed using frequency, percentage, confirmatory factor analysis, and structural equation modeling The findings revealed that the developed causal relationship model, comprising four dimensions: 1) service quality, 2) brand image, 3) customer satisfaction, and 4) loyalty, was highly consistent with the empirical data. The model demonstrated a good fit with the empirical data, as indicated by the following fit indices: CMIN/df = 1.228, GFI = 0.958, AGFI = 0.931, SRMR = 0.026, and RMSEA = 0.033. In addition, service quality and customer satisfaction were found to have a direct positive influence on customer loyalty in the purchase of health check-up packages. Therefore, private hospital operators should place importance on providing complete and clear information about health check-up packages, while ensuring that they are readily available to respond to consumer inquiries in a convenient and timely manner. Furthermore, hospitals should customer satisfaction a diverse range of health check-up packages and offer worthwhile promotional campaigns. These findings highlight that delivering high service quality alongside fostering customer satisfaction can positively enhance customer loyalty, ultimately encouraging consumers in Thailand to purchase health check-up packages from private hospitals through Facebook.