Factors affecting the customers' intention to continue using prenatal care services at Tu Du Hospital, Ho Chi Minh City

Abstract

This study analyzes the factors influencing the intention to continue using prenatal care services at Tu Du Hospital in Ho Chi Minh City through an integrated model based on three pillars: service quality, satisfaction, and brand image. Using a quantitative approach, data were collected from 232 pregnant patients in need of prenatal care and analyzed using PLS-SEM. The results indicate that all five dimensions of service quality positively impact satisfaction. Meanwhile, the direct effect of brand image on continuance intention is relatively modest. From a managerial perspective, the findings emphasize that obstetric and gynecological healthcare facilities should particularly prioritize building trust (through specialized obstetric expertise) and transparency (clear explanations regarding fetal condition, prescribed tests, and costs) in prenatal care services to enhance satisfaction, thereby increasing long-term patient loyalty.