Service Quality, Customer Satisfaction and Behavioral Intention in Shanghai Hospital Choice during the COVID-19 Pandemic

Abstract

The purpose of this study is to analyze how service quality and customer satisfaction impact behavioral intention, an indicator of hospital choice, in Shanghai during the COVID-19 pandemic. A total of 311 responses were collected through a convenience sampling on social media; however, only 281 responses are accepted due to some responses not being relevant in the context of Shanghai hospital choice. Factor analysis and structural equation model were then conducted to analyze how service quality and customer satisfaction impact behavioral intention. While service quality has a direct impact on both customer satisfaction and behavioral intention, there is no significant impact of customer satisfaction on behavioral intention. Findings can help hospital administrators better adjust prevention policies and healthcare practices during the COVID-19 pandemic to improve service quality and increase hospital visits.