A study of service quality affecting the re-use of services of those who use the services of the Internal Medicine Clinic, Department of Internal Medicine, Faculty of Medicine, Vajira Hospital, Navamindradhiraj University

Background and Aim: With the rising demand for healthcare services, it has become increasingly vital for hospitals to identify factors that influence patient loyalty and the likelihood of returning for services. The Internal Medicine Clinic at Vajira Hospital, serving a diverse patient population, aims to ensure high-quality service to enhance patient satisfaction and retention. This study investigates the relationship between service quality and patients' likelihood of returning, considering various personal factors. Specifically, the research identifies how dimensions of service quality—such as reliability and trust—impact repeat usage, thus contributing valuable insights to healthcare service management literature. Materials and Methods: This study employed a quantitative research design and a systematic random sampling method to select 400 patients with multiple clinic visits. Data were collected via a structured questionnaire that measured patients' perceptions of service quality and their repeat usage intentions. The questionnaire covered demographic factors (age, marital status, education, occupation, income) and dimensions of service quality (tangibility, reliability, assurance, empathy, and responsiveness). Descriptive statistics (frequencies, percentages, means, standard deviations) summarized demographic data, while inferential statistics (T-test, F-test, and multiple regression analysis) assessed relationships between service quality factors and repeat usage intentions. Results: The analysis indicated significant differences in repeat visit rates across demographic categories, with factors such as age, marital status, education level, occupation, and income influencing patients' decisions to return to the clinic. Multiple regression analysis further revealed that service quality dimensions—particularly tangibility, reliability, and trust—had a statistically significant positive impact on the likelihood of repeat visits, with findings significant at the.05 level. These results emphasize the importance of delivering high-quality, reliable, and trustworthy services to foster patient loyalty and ongoing patronage. Conclusion: This study underscores the critical role of service quality in shaping patients' decisions to return to Vajira Hospital's Internal Medicine Clinic. Key service quality dimensions, including reliability and trust, notably affect patient loyalty, suggesting that healthcare providers can enhance patient satisfaction and retention by focusing on these aspects of service delivery. Future research should explore qualitative dimensions of patient experiences to provide a richer understanding of factors influencing repeat usage in healthcare settings.