Elevating Patient Loyalty in Modern Healthcare through\nPhygital Frontier

Technological advancements have significantly impacted healthcare industry, as witnessed during the recent pandemic when hospitals focused on digital transformation to minimize physical visits. However, this does not disparage the importance of physical interaction between doctors and patients. Studies have shown that physical interaction is required not just for better treatment but also for patients’ satisfaction. This led to emergence of a service delivery model combining physical and digital channels famously termed as ‘phygital healthcare.’ This study proposed research model in the context of phygital healthcare service delivery system. The proposed model is tested on a sample of 150 users who had experienced phygital healthcare services in India. The results indicates that phygital service delivery model is instrumental in achieving several patients’ related outcomes. This study provides novel contribution by examining the important benefits of adopting phygital healthcare service delivery system and how it impacts patients related performance outcomes.