The Role of Hospital Service Quality and Informing System in Patients' Willingness to Pay with Mediation of Satisfaction

Background: The willingness to pay is criteria criterion for measuring the patientschr('39') interest to continue their relationship with health centers. The main purpose of this study was to determine the effect of service quality and informing system of hospitals on the patientchr('39')s willingness to pay with mediating role of patient satisfaction. Methods: This is an applied survey. The statistical population of this study consisted of all patients referring to Imam Khomeini Hospital in Sarab City during the first six months of 2019. Random sampling method was applied and 390 questionnaires were distributed among the patients. Data gathering tools included researcher made questionnaire with confirmed validity and reliability. Experts’ opinion and confirmatory factor analysis were used to confirm the validity. Cronbachchr('39')s alpha method and combined reliability coefficient were used for reliability. Data were analyzed using structural equation modeling (SEM) test by partial least squares method. To analyze the data, SPSS 20 and Smart PLS 3 software were used. Results: Among the distributed questionnaires, 300 ones were completed and returned. According to the descriptive statistics, mean score of service quality, hospital information system, patient satisfaction, and willingness to pay were 2.98, 2.81, 3.44, and 2.67, respectively. The results obtained from the inferential analysis showed that the quality of services had a significant effect on patients’ satisfaction and willingness to pay. Moreover, the information system had a significant effect on patients’ satisfaction and patientschr('39') satisfaction had a significant effect on the willingness to pay. The impact of the information system on the willingness to pay was not confirmed. Conclusion:  Based on the findings, changes in the quality of hospital informing system and service quality with the mediating role of patients’ satisfaction affected their willingness to pay.