Thesis (M.Sc.)--Chulalongkorn University, 2007

The purpose of this study was to measure the level of client loyalty and identify factors influencing client loyalty to primary care units in Muang District, Chonburi Province. This study was a cross-sectional survey. Data were collected using the self-administered questionnaires from clients obtaining service at 9 primary care units in Muang District, Chonburi Province. Of the 374 questionnaires collected, 350 were completed, resulting in 93.6%. The results indicated that mean scores of nine-point scale of client loyalty to primary care units on utilization intention, positive word-of-mouth, price sensitivity, and complaining behavior were 7.83, 7.9, 5.95 and 5.88 respectively. Pearson’s correlation indicated that overall perceived service quality; perceived service quality dimensions including structure quality, process quality and outcome quality; and positive emotions were significantly and positively correlated to client loyalty (r = .56, .45, .42, .45, .56 with p<.01 respectively). Negative emotions were inversely significantly correlated to client loyalty (r = -.32, p<.01). Logistic regression analysis revealed that perceived operational system of structure quality and perceived provider attitude of process quality, were significantly related to increased client loyalty to primary care units (OR = 1.20, 1.71 with p<.05 respectively) Negative emotions were significantly associated with decreased client loyalty (OR = .78, p<.01) . The study suggested strategies to gain more client loyalty to primary care units consisting of improving operational system and improving service provider attitude to increase client perceived service quality, and developing conflict management procedure to decrease negative emotions.