Abstract

UNDERSTANDING THE ROLE OF COMMUNICATION AND EMPATHY IN INFLUENCING PATIENT SATISFACTION AND LOYALTY: A HOSPITAL MANAGEMENT PERSPECTIVE

*Dr. Farhana Ahmed, MD (Ukraine), MPH (NIPSOM, BSMMU)

ABSTRACT

Effective communication and empathy play a pivotal role in influencing patient satisfaction and loyalty within the hospital management context. This article presents a comprehensive exploration of the interplay between communication, empathy, patient satisfaction, and loyalty, drawing upon a mixed-methods research design. The study involved qualitative interviews with hospital administrators, healthcare providers, and patients, followed by a quantitative survey of 300 patients. The results revealed positive ratings for healthcare providers' communication skills and empathy, indicating a successful patient-provider interaction. Furthermore, a significant positive correlation was found between communication and patient satisfaction, as well as between patient satisfaction and loyalty. The qualitative findings highlighted the importance of clear and effective communication and the impact of empathetic behaviors on patient experiences. These findings emphasize the significance of effective communication and empathy in optimizing patient satisfaction and fostering patient loyalty. Hospital administrators are encouraged to prioritize initiatives aimed at enhancing communication skills and cultivating empathy among healthcare providers to improve patient outcomes and organizational performance. By doing so, hospitals can create a patient-centered environment that meets patients' informational and emotional needs, leading to enhanced satisfaction and long-term loyalty.

Keywords: Communication, Empathy, Patient Satisfaction, Loyalty.