The Impact Of Perceived Service Quality And Trust On Behavioral Intention Of Cancer Patients Through Satisfaction

Abstract

This research explores the intricate relationship between perceived service quality, trust, and the behavioral intentions of cancer patients, with a focus on the mediating role of satisfaction. Conducted in Liuzhou, Guangxi, the study hinges on the analysis of 302 valid questionnaires through Structural Equation Modeling (SEM). The findings indicate that both perceived service quality and trust significantly influence cancer patients' behavioral intentions towards healthcare services. Crucially, satisfaction emerges as a pivotal intermediary, linking perceived service quality and trust with behavioral intentions. This underscores the critical role of satisfaction in shaping patients' willingness to engage with and recommend healthcare services. The implications of this study are manifold. For healthcare providers, particularly in oncology, enhancing service quality and building trust are fundamental strategies to improve patient satisfaction and, consequently, behavioral intentions. This research not only adds to the theoretical discourse on healthcare service quality but also offers practical insights for hospitals aiming to foster patient loyalty and positive word-of-mouth, which are vital in the competitive healthcare landscape. By prioritizing patient satisfaction through improved service quality and trust, healthcare institutions can better meet the needs of cancer patients, leading to enhanced treatment adherence and overall health outcomes. This study contributes to a deeper understanding of the dynamics between service quality, trust, satisfaction, and patient behavioral intentions, offering a valuable framework for healthcare management and policy formulation in the context of cancer care.