Quality Of Service In Ayurvedic Hospitals And Its Impact On Patient Loyalty

Abstract

Service quality plays a vital role in determining patient satisfaction and loyalty, particularly in healthcare services where trust and long-term relationships are essential. In recent years, Ayurvedic hospitals have gained increasing importance due to the growing preference for traditional and holistic systems of medicine. However, empirical studies examining service quality and its impact on patient loyalty in Ayurvedic healthcare settings remain limited, especially at the district level. The present study aims to assess the quality of service provided by selected Ayurvedic hospitals and examine its influence on patient loyalty in Trivandrum District, Kerala.The study is based on primary data collected from 110 patients visiting selected Ayurvedic hospitals in Trivandrum District using a structured questionnaire. The SERVQUAL model was adopted to measure service quality across five dimensions, namely tangibility, reliability, responsiveness, assurance, and empathy. Statistical tools such as percentage analysis, descriptive statistics, and multiple regression analysis were employed using SPSS to analyse the data.The findings reveal that the overall level of service quality in Ayurvedic hospitals is perceived to be high, with empathy and assurance emerging as the most influential dimensions. Patients expressed high satisfaction with the knowledge and competence of Ayurvedic doctors, personalized care, and the confidence instilled by hospital staff. Regression analysis indicates a strong and significant relationship between service quality and patient loyalty, with service quality dimensions explaining a substantial proportion of variation in loyalty levels. The results confirm that improved service quality leads to higher patient trust, repeat visits, and positive word-of-mouth.The study concludes that maintaining high service standards and strengthening patient-centred care practices are essential for enhancing patient loyalty in Ayurvedic hospitals. The findings provide valuable insights for hospital administrators and policymakers to improve service delivery and promote sustainable growth of Ayurvedic healthcare services in the region