ABSTRACT
In the contemporary era dominated by the service economy, the healthcare sector stands out as one of the most vital components of the service industry. This study aims to investigate the factors influencing patient satisfaction within the healthcare sector, with a particular focus on the role of service quality. The relationship between patient satisfaction and service quality identified as a key determinant of overall satisfaction is thoroughly examined. To achieve this objective, the SERVQUAL model was employed alongside a Likert scale to measure various dimensions of service quality. A structured questionnaire was administered to a sample of 136 respondents, and the collected data were analyzed using correlation and regression techniques via SPSS version 27. The findings of the study indicate that among the five dimensions of the SERVQUAL model, Empathy and Responsiveness are the most influential factors contributing to increased patient satisfaction. Additionally, Tangibles (i.e., physical facilities, equipment, and appearance of personnel) also play a significant role. In contrast, the dimensions of Reliability and Assurance were found to have no statistically significant impact on patient satisfaction within the context of this research.

Keywords: patient satisfaction, service quality, healthcare, SERVQUAL, empirical analysis
JEL Classification: I11, M31, L84, C83

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