This study aims to identify factors affecting patient satisfaction and loyalty in private dental practice using Smile Family Dental Clinic as a case study (Convenience Sampling). The researcher identified the factors (dental practice-related factors) which affect patient satisfaction and loyalty regarding their efforts to increase dental practice quality to respond to patients' demands and needs, influencing patient satisfaction and loyalty. The literature review indicated that previous studies in the healthcare sector confirmed the relationship mainly are from the quantitative design. Still, few support the dental care services (private dental practice) sector in the qualitative approach. The researcher developed the theoretical framework from high valid sources of previous research and the consumer behavior model of Kotler & Keller (2016). The elements of dental practice-related factors include Prices, Facilities, Dentist Services, and Staff Services, whic based on Kim et al. (2012), patient satisfaction and patient loyalty were based on previous research. Purposive Sampling in a total of 10 respondents from 3,689 cases of the clinic's population was in a data collection process through online Semi-structured interviews and content analysis adopting NVivo software. The results showed that patients' perceptions of dentist services are essentially the most, followed by staff services, prices, and facilities. Satisfaction on factors effect on patient loyalty (Revisit and Recommendation Intention). Recommendation from peers or relatives influencing them to choose a clinic. A dentist's reputation is the most recommendation. Patients are satisfied with dentist and staff services responding to their needs and expectations. The reasonable price and the costs are not high, influencing their satisfaction. Facilities are the least important factor. Further research may help the decision manager develop a marketing plan and strategies in the private dental healthcare sector. The results could be applied to improve quality management and increasing customer satisfaction and loyalty in any company services sector.
Factors, Dental Practice, Patient Satisfaction, Loyalty, Qualitative Study
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