Abstract
Rural healthcare is an essential aspect to consider in rural revitalization. Using the SERVQUAL model to examine the present state and challenges of healthcare service quality in Shandong Province, it was observed that rural people's perception of actual value falls short of their expectations in five different areas: tangibility, reliability, responsiveness, assurance, and empathy. The primary challenges entail inadequate public health consciousness among particular villagers, deficient modernization of rural healthcare facilities, and illogical regional health strategizing. Hence, to enhance the standard of living in rural regions and foster the building of a rural public health network, it is imperative to take initiatives to enhance villagers' hygiene awareness, promote the modernization of rural medical aid, and enhance practitioners' expertise via various means.
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