INFLUENCIA DE LA CALIDAD DE SERVICIO EN LA FIDELIZACIÓN DE CLIENTES EN UN CENTRO ONCOLÓGICO (LIMA-PERÚ), 2023

Abstract

In the 21st-century healthcare sector, service quality and custo- mer loyalty are pivotal for organizational success. Providing high-quality healthcare that is patient-centered, supported by trained staff and efficient technology, not only enhances the doctor-patient relationship but also contributes to the organiza- tion’s growth and positive reputation in the competitive health- care market. In this context, the primary objective of this study was to determine the influence of service quality on customer loyalty in an oncology center located in Lima, Peru, during 2023. To conduct a more detailed analysis, service quality was divided into three dimensions: empathy, responsiveness, and tangible elements, while customer loyalty was broken down into perceived value, customer experience, and differentiation. The study adopted a quantitative approach with an explanatory scope, utilizing a non-experimental, cross-sectional, correla- tional-causal design. The participants included 150 customers (oncology patients) of the studied organization, who comple- ted a 20-item Likert-scale questionnaire. After processing and analyzing the data, the results revealed a direct and significant influence of service quality on customer loyalty, as evidenced by a Nagelkerke coefficient of 0.887.