University of the Thai Chamber of Commerce, Central Library

Thesis (M.B.A. (Master of Business Administration)) -- University of the Thai Chamber of Commerce, 2019.

Includes bibliographical references.

With these objectives of the study which are (1) to examine service quality of dental care service, (2) to examine patient satisfaction of dental care, (3) to examine patient trust and loyalty of dental care and (4) to identify the influence among service quality, patient satisfaction, trust and loyalty, service quality factors influencing patient satisfaction, trust and loyalty towards dental care services in Yangon, Myanmar, will be studied in this research.
In today challenging business world, providing higher service quality to the customers is important key factor in order to have competitive advantages among the increasing numbers of hospitals where patients are customers. Providing higher quality service to the patients can attract to get the satisfaction of the patients, leading to achieve the customer loyalty by retaining the current customers, engaging new customers and even enticing competitors’ customers. Moreover, being trust on the service quality provided by the service providers can absolutely influence revisiting the clinic and creating loyal customers.
The study was based on customers’ perspectives and the research was conducted in Yangon city which is the most populated and largest economic centered of Myanmar. For the research methodology, quantitate approach will be used in this research. The quantitative approach with questionnaire survey was distributed to the dental patients utilizing the dental clinics in Yangon to explore the service quality factors affecting patient satisfaction, trust and loyalty of dental care service.
The findings indicated that service quality of structure, process and outcomes have positive influence on patient satisfaction, trust and loyalty. The higher the service quality will lead to the higher the patient satisfaction, trust and loyalty. Therefore, the quality of dental care service items with physical, staff, professionalism, interaction, reactivity, administration and outcomes of the services must be improved in order to achieve patient satisfaction, trust and loyalty.