The Impact of Social Media Communication and Customer Experience in Healthcare Services: A Case Study of Tam Anh General Hospital

Abstract

In the context of digitalization, social media communication plays a critical role in building and maintaining relationships between hospitals and patients, while customer experience directly influences patient satisfaction and healthcareseeking decisions. This study investigates the impact of social media communication and customer experience on customer behavior at Tam Anh General Hospital in Ho Chi Minh City, using a quantitative research approach. The findings reveal that key components of social media communication including entertainment, trend-based interaction, personalization, and word-of-mouth positively affect patients’ decisions to use healthcare services. In parallel, customer experience, ranging from service quality to staff attitudes, significantly impacts both satisfaction and loyalty. The quality of the relationship between the hospital and its customers, shaped by trust and satisfaction, serves as a mediating factor in promoting healthcare-seeking behavior and fostering long-term engagement with the hospital.