The relationship between perceived service quality, customer satisfaction and customer purchasing behavior in healthcare institutions: A research

This thesis examines in depth the relationship between perceived service quality, customer satisfaction and customer purchasing behaviour in healthcare organisations. The aim of the research is to understand how these three factors interact with each other. A number of literatures that examine the impact of perceived service quality on customer satisfaction and purchase behaviours in healthcare services are reviewed. These studies have shown that in healthcare organisations where service quality is high, patients' overall satisfaction is also high. The hypotheses of the research are as follows: There is a positive and statistically significant relationship between Perceived Service Quality and Customer Satisfaction. There is a positive and statistically significant relationship between Perceived Service Quality and Customer Purchasing Behaviour. There is a positive and statistically significant relationship between Customer Purchase Behaviour and Customer Satisfaction. The results of the study supported each of these hypotheses. These findings suggest that healthcare service providers should make strategic planning to improve service quality, increase customer satisfaction and thus positively influence customer purchasing behaviour. In conclusion, this thesis highlights the importance of the relationship between service quality, customer satisfaction and buying behaviour in the healthcare industry. Each of these factors is important in the healthcare industry.