Hospital Loyalty Program Member Service Experiences and Resultant Hospital Performance Enablers: A Qualitative Study

Abstract

Background The purpose of this paper is to help consolidate and understand the perceptions and service experiences of a closed targeted group (n=26) of loyalty card-holders regarding performance enablers at an international hospital in Bangkok. MethodsThe method adopted uses a small-scale qualitative inquiry. Examines the client, service delivery elements, service design elements, and service management factors which contribute to the establishment and strengthening of relationships between loyalty card-holder clients and hospital medical services provision. Develops a qualitative model that attempts to conceptualise the findings from a diverse range of client views into a framework of main (6); sub-themes (4); and subsequent performance enablers (19) supporting these themes. Results Outcomes from small-scale qualitative inquiries cannot by design be taken outside of its topical arena. This inevitably indicates that more research of this kind needs to be carried out to understand this field more effectively.The evidence suggests that hospital loyalty card-holder clients have established views about what constitutes effective quality practices when hospital staff interacts with them and explores the derived topics of staff performance, product/service process knowledge, service evaluation, service cost, personnel characteristics, client expectations, client orientation and client needs.ConclusionsAs the health service sector in Thailand continues to grow, future research is needed to help hospitals provide appropriate service patterns and medical products/services that meet client changing needs and aspirations. Highlights the increasing importance of the international consumer in Thailand’s health industry.This study provides insights of an health service provider in Thailand by helping to understand more effectively health service quality environments, subsequent service provision and the reactions of an established clientele consumer group relating to performance enablers.