The influence of healthcare service quality on patients' satisfaction in urban areas: The case of Pakistan

An advanced hospital services is an imperative goal in the healthcare delivery process that might contribute to the patient's emotions and behavioral intention regarding the service experience. Therefore, current study aims to investigate the influence of healthcare service quality and patients' satisfaction with basic health unit (BHU) hospitals in Punjab, Pakistan. The study focuses on service quality, revisits intention and patients' satisfaction with the framework of the planned behaviour model. Quantitative research was conducted using a self-administered questionnaire from those patients who visited the same hospitals twice in a month. As result, the sampling strategy was simple random sampling (SRS) and sample size was (n = 469). The researchers used structural equation modelling (SEM) and AMOS to examine and evaluate the study hypotheses. The findings indicate that service quality increases patients' satisfaction and motivates them to revisit again. Service quality plays a crucial role in enhancing patients' intention to revisit the same hospitals and maintain their satisfaction level. The results provide valuable insights for medical marketing teams to promote and strengthen patients' intention to revisit to their medical care hospitals. Additionally, these findings may inform governments on how to maintain and improve medical facilities for their future patients. This research is among a limited number of studies that examine the predictive association between service quality, patients' satisfaction, and patients' tendency to revisits to government hospitals in Punjab, Pakistan.