INNOVA Research Journal, ISSN 2477-9024  
Mayo-Agosto 2022). Vol. 7, No.2 pp. 194-204  
(
Quality, satisfaction and loyalty in the emergency service of public hospitals,  
from the central zone of Ecuador  
Calidad, satisfacción y lealtad en el servicio de emergencias de hospitales  
públicos, de la zona central del Ecuador  
Carlos Aníbal Manosalvas-Vaca  
Universidad Internacional del Ecuador, Quito, Ecuador  
Luis Oswaldo Manosalvas-Vaca  
Deysi Valeria Quevedo-Amay  
Silvana Nataly Haro-Acosta  
Recepción: 19/01/2022 | Aceptación: 15/04/2022 | Publicación: 10/05/2022  
Cómo citar (APA, séptima edición):  
Manosalvas-Vaca, C.A., Manosalvas-Vaca, L.O., Quevedo-Amay, D.V., y Haro-Acosta, S.N.  
(
2022). Quality, satisfaction and loyalty in the emergency service of public hospitals, from the  
central zone of Ecuador. INNOVA Research Journal, 7(2), 194-204.  
https://doi.org/10.33890/innova.v7.n2.2022.2030  
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194  
Quality, satisfaction and loyalty in the emergency service of public hospitals, from the central zone of Ecuador  
Abstract  
This study seeks to analyze in a holistic way the satisfaction of patients who make use of  
emergency services of public hospitals in the central zone of Ecuador, one of the most sensitive  
areas which is under constant scrutiny by users and physicians whoever give continuity to the  
treatment of patients. Through structural equations modeling (SEM) it was evidenced that there is  
a positive and significant relationship between the quality of service and satisfaction, as well as  
between the latter and the loyalty of the users. There was no direct relationship between the quality  
and the loyalty of the patients. These results highlight the importance of these variables for the  
integral evaluation of the satisfaction and loyalty of the clients of an organization.  
Keywords: service quality; satisfaction; loyalty.  
Resumen  
Este estudio busca analizar de manera holística la satisfacción de los pacientes que hacen uso de  
los servicios de emergencia de hospitales públicos de la zona central del Ecuador, una de las zonas  
más sensibles y que se encuentra en constante escrutinio por parte de los usuarios y médicos que  
dan continuidad al tratamiento de pacientes Mediante modelos de ecuaciones estructurales (SEM)  
se evidenció que existe una relación positiva y significativa entre la calidad del servicio y la  
satisfacción, así como entre esta última y la lealtad de los usuarios. No hubo relación directa entre  
la calidad y la lealtad de los pacientes. Estos resultados destacan la importancia de estas variables  
para la evaluación integral de la satisfacción y lealtad de los clientes de una organización.  
Palabras calve: calidad del servicio; satisfacción; lealtad.  
Introduction  
Marketing professionals have highlighted the importance of quality service and satisfaction  
for the survival and success of companies in a marketplace (Marković, Lončarić & Lončarić, 2014)  
since these are configured as the basic pillars for the loyalty of a client (Setó Pamies, 2003), a  
fundamental characteristic to obtain competitive advantage and positive influence on its  
performance (Ishaq, 2012). Based on this, the evaluation and analysis of these concepts have been  
extended to the non-profit sector, specifically those that provide health services since the  
evaluation of patient satisfaction with health services has gained great popularity as a measure of  
quality in the provision of public health services (Loureiro & González, 2010). In addition,  
according to Sahoo and Ghosh (2016) in the last decade, the services of the health industry have  
undergone dramatic changes due to higher expectations of patients, technological advances,  
greater access to information about the health area through digital means and a holistic approach  
related to the healthcare and well-being in general.  
Regarding all the health services offered in a hospital, the emergency service has  
experienced the most profound and rapid changes (Loureiro & González, 2010). It also has  
characteristics that clearly differentiate it from other health services due to a high level of  
complexity that is outside the technical-scientific understanding of patients making them intolerant  
to poor quality health services, which causes the emergency service be under constant scrutiny  
both of users who use these services and from the physicians who will continue assisting the  
patient. In addition, the demand for a better quality in health service has been increasing,  
generating pressure to the providers of this type of service (Fatima, Malik & Shabbir, 2018). Under  
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Haro-Acosta  
ISSN 2477-9024. Innova Research Journal (Mayo-Agosto, 2022). Vol. N7, No. 2, pp. 194-204  
this context, the need to analyze the quality and satisfaction of emergency services is viewable. In  
this research, the variables were analyzed based on the paradigm of disconfirmation that  
established satisfaction is the result of a process of comparison between expectations and the  
service received (Oliver & DeSarbo, 1998). According to Fornell (1995) quality should be  
understood as the current perception of the client about the performance of a good service while  
satisfaction is based on new and past experiences as well as future predictable experiences of the  
client, which come from accumulated experiences in combination with the projection of their  
expectations In this study the relationships between these variables will be analyzed in order to  
obtain a holistic evaluation of the user's satisfaction of the emergency service in public hospitals.  
Literature review  
Quality Service and Satisfaction  
Satisfaction is defined as the perceived difference between the expectation and  
performance of a service or product (Oliver, 1980). It is usually related to the final stage of an  
acquisition process when the consumer evaluates the perceived benefits of the service purchased  
subjectively (Oliver, 2014). The comparison between expectation and performance is based on the  
Theory of Confirmation of Expectations (Hoffman & Bateson, 2011) which establishes that the  
client is satisfied when the real performance of a service matches the client’s expectations;  
however, if the perceived return is lower or higher than the expectation, a negative or positive  
disconfirmation is created respectively.  
According to Parasuraman, Zeithaml and Berry (1988), consumer satisfaction is defined  
on several perspectives such as quality of service and price, which has led authors to affirm that  
quality of service is a precedent for satisfaction since an improvement in the first one produces a  
significant increase in the second (Ahrholdt, Gudergan & Ringle, 2017; Manzor et. Al., 2019;  
Pandža Bajs, 2015). In the same line of research, Almomani, Al-Ghdabi and Banyhamdan (2020)  
demonstrated that there was a statistically significant effect of health service quality dimensions  
on patient satisfaction in public hospitals, with a sample of 354 patients. This result is similar to  
that obtained by Javed et al. (2019), in their study carried out on a representative sample of patients  
from two private hospitals and two public hospitals  
However, quality service cannot be evaluated with a single dimension (Kaura, Prasad &  
Sharma, 2014) for this reason several authors have defined this concept from several perspectives.  
Gronroos (1984) identified three dimensions of quality service: functional, technical and corporate  
image. Parasuraman et. al. (1988) reported the existence of five dimensions: reliability, sensitivity,  
security, empathy and tangibility. Rust & Oliver (1993) proposed three dimensions: functional,  
technical and environmental. Each dimension of quality reflects a set of service attributes that  
consumers consider when evaluate the quality of that service dimension and the perception of the  
influence of the different service dimensions over satisfaction (Ahrholdt et. al., 2017) which is  
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Quality, satisfaction and loyalty in the emergency service of public hospitals, from the central zone of Ecuador  
supported by other researches (Bansal & Taylor, 2015; Kim et. al. 2017; Kushwana Mohan &  
Mandal, 2013). Based on this, the following hypothesis is presented:  
H1: Service Quality Influences Consumer Satisfaction with a public Hospital’s Emergency  
services.  
Consumer Loyalty  
In today’s context organizations besides to provide high quality services, they must to  
promote loyalty in their clients since they are the ones who directly influence the long-term benefit  
of an organization (Rajeswari, Srinivasulu & Thiyagarajan, 2017). The loyalty of a consumer is  
defined as the willingness of the customers to make repeated purchase of a service accompanied  
by a psychological link through which they maintain a favorable attitude toward that service or to  
the organization that provides it (Yeo, Thai & Roh, 2015). In the present study, loyalty refers to  
the willingness of a patient to re-use the services of a hospital where he or she has previously been  
treated or recommend these services to others (Kim et. al., 2017).  
In order to increase loyalty, it is necessary to improve consumer satisfaction (Akbar et. al.,  
2
020; Raza et. al, 2020). The academic literature related to Marketing indicates that around half of  
satisfied consumers return to buy or reuse services suggesting the need to create closer  
relationships with them (Zeithaml, Berry & Parasuraman, 1996). This statement is corroborated  
by several studies such as the one developed by Paparoidamis, Chumpitaz and Ford (2015) who  
showed that satisfaction mediates the between quality of service with loyalty, which allows  
intuiting the direct connection between satisfaction and loyalty; a finding similar to that obtained  
(
(
Son & Lee, 2011). On the other hand, Baker and Crompton (2000) as well as Lee, Huh & Hong  
2008) demonstrated that satisfaction positively influences consumer loyalty. As established Son  
et. al. (2011), the high quality of performance and levels of satisfaction generate greater loyalty  
and tolerance to price increases, as well as a better reputation of the organization, a key factor for  
organizations that offer health services.  
These findings also reveal the relationship between the quality of service and consumer  
loyalty. According to Lai, Griffin and Babin (2009) quality is a determining factor of loyalty, a  
statement that agrees with that expressed by Ismail and Yunan (2016) for whom quality of service  
favors the user's intention to reuse the service, generating greater loyalty; In addition, several  
studies have shown that loyalty is an important result of the relationship between quality of service  
and satisfaction. Based on the above, the following research hypotheses are proposed:  
H2: Satisfaction positively influences consumer loyalty with a public Hospital’s Emergency  
services.  
H3: Quality service positively influences consumer loyalty with a public Hospital’s  
Emergency services.  
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Carlos Aníbal Manosalvas-Vaca, Luis Oswaldo Manosalvas-Vaca, Deysi Valeria Quevedo-Amay y Silvana Nataly  
Haro-Acosta  
ISSN 2477-9024. Innova Research Journal (Mayo-Agosto, 2022). Vol. N7, No. 2, pp. 194-204  
Methodology  
In this study, a convenience sampling was used, obtaining a sample of 300 patients who  
used the services of the emergency area of two public hospitals in the center of Ecuador. According  
to Shah and Goldstein (2006) this sample size is considered enough to apply the SEM technique  
used. These hospitals have an average care rate of 800 patients per day in different specialties.  
During the previous year, more women (59%) than men (41%) received care. The majority of  
cases treated in the Emergency area are related to wounds and traumatisms, however, the Hospital  
is capable of treating a large number of emerging diseases.  
To measure each of the variables the scale proposed by Loureiro and González (2010) was  
used where quality was measured with 9 items, satisfaction with 6 items and loyalty with 3 items  
each of them evaluated on a Likert scale from one to five, where one is equivalent to the category  
"totally disagree" and five to "totally agree". The data was obtained from a survey application to  
patients who used the emergency service of these hospitals, who gave the corresponding  
authorization. In cases in which they were not able to answer the survey directly, the help of their  
companions was requested. The data collection was done in a period of two months with patients  
who were willing to cooperate in the study. The reliability, goodness of fit and validity of each of  
the scales used was verified, while hypothesis testing was carried out using structural equation  
modeling (SEM).  
Discussion and Results  
The study sample consisted of 300 users of the emergency service. Of this group, 49% were  
men while 51% were women. Regarding the level of education, 42% have a level of studies at the  
baccalaureate level and 29% at the primary level. Only 21.7% have a third level academic degree  
(Bachelor's Degree or Engineering). The majority of respondents were treated for blows or  
fractures and to a lesser extent for infections and respiratory diseases.  
Once the survey responses were tabulated, an exploratory data analysis was carried out to  
identify missing data, outliers or outliers and the verification of the assumptions of normality,  
linearity and homoscedasticity of the variances. The analyzes were carried out with the SPSS  
version 24 software and its AMOS complement for the analysis of the structural equation models.  
The results revealed that all the assumptions were met and there were no problems with missing  
data and outliers. To verify the reliability analysis, the composite reliability index (composite  
reliability) was used. Table 1 shows the composite reliability index for each of the latent variables  
analyzed and, as can be seen, all the constructs have a value greater than 0.70, so it can be  
concluded that all the scales are reliable.  
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Quality, satisfaction and loyalty in the emergency service of public hospitals, from the central zone of Ecuador  
Table 1  
Reliability of the Scales of each Constructo  
Variable  
Composite Reliability Index Number of Items  
Satisfaction  
Quality  
Loyalty  
0.82  
0.82  
0.73  
9
6
3
To evaluate the convergent validity, the procedure established by Hair et. al. (2010) was  
used. For these authors a model presents convergent validity when the estimated standardized  
coefficients are greater than 0.50 and the average variance extracted AVE, is greater than or equal  
to 0.5. In addition, all the estimated coefficients between the observable variables and their  
underlying construct must be significant (p-value <0.05). As can be seen in Table 2, the  
aforementioned criteria are met for all the observable variables, as well as for the latent variables,  
so the convergent validity criterion is met.  
Table 2  
Convergent Validity of the Measurement Model  
Variables and Items  
Quality  
Standardized Parameter  
AVE  
0.59  
Quality9  
0.701  
0.508  
0.527  
0.51  
Quality8  
Quality7  
Quality6  
Quality5  
0.67  
Quality4  
0.629  
Quality3  
0.501  
0.717  
0.552  
Quality2  
Quality 1  
Satisfaction  
Satisfaction1  
Satisfaction 2  
Satisfaction 3  
Satisfaction 4  
Satisfaction 5  
Satisfaction 6  
0.67  
0.575  
0.751  
0.748  
0.565  
0.745  
0.688  
Loyalty  
0.68  
Loyalty1  
Loyalty 2  
Loyalty 3  
0.794  
0.704  
0.568  
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Haro-Acosta  
ISSN 2477-9024. Innova Research Journal (Mayo-Agosto, 2022). Vol. N7, No. 2, pp. 194-204  
Once the convergent validity was verified, the discriminant validity of the measurement  
model was analyzed. For this, the procedure proposed by Hair et al. (2010) through the estimation  
of the average variance extracted AVE, was used. In Table 3, it is observed that the estimated AVE  
value of each construct is greater than the square of the correlation between each pair of latent  
variables, so it can be concluded that the discriminant validity criterion is met.  
Table 3  
Discriminant validity  
Quality  
0.119  
Satisfaction  
Loyalty  
Quality  
Satisfaction  
Loyalty  
AVE  
0.443  
0.59  
0.188  
0.67  
0.68  
Structural Model  
Figure 1 shows the simplified model of the relationships that were analyzed:  
Figure 1  
Structural model  
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Quality, satisfaction and loyalty in the emergency service of public hospitals, from the central zone of Ecuador  
Model fit was evaluated through the CFI, RMSEA, Chi-Square test, and CMIN-DF index,  
which according to Kline (2016) should be reported. In addition, the GFI and AGFI index proposed  
by Chión and Vincent (2016) are also reported. The model shows an acceptable fit since the  
indexes comply with the required thresholds except for GFI Index which is close to the limit value  
Table 4  
Structural Model Fit Indices  
Index  
Chi-Square  
Value  
474.483  
Acceptance level  
P-value > 0.02  
(p-  
value=0.000)  
Gl  
129  
CFI  
RMSEA  
GFI  
AGFI  
CMIN/DF  
0.93  
≥ 0.90  
≤ 0.06  
> 0.90  
> 0.80  
< 5  
0.055  
0.869  
0.814  
3.678  
In order to verify the hypotheses proposed, the correlation coefficients between the latent  
variables were analyzed. The results allow us to conclude there is a positive and significant  
correlation (0.55, p-value <0.05) between the service quality and satisfaction which allows us to  
accept the hypothesis H1. The relationship between Satisfaction and Loyalty is also high and  
significant (0.595, p-value <0.05) allowing the acceptance of H2 hypothesis. However, the  
relationship between Quality and Loyalty is negative and not significant (-0.463; p-value> 0.05),  
making hypothesis H3 not accepted.  
The reported findings confirm the results obtained in other investigations (Akbar et. al,  
2
020; Bansal & Taylor, 2015; Kim et. al., 2017; Kushwana et. al., 2013; Son & Lee, 2011).  
However, it was evident that there is no direct relationship between Service Quality and Loyalty,  
which contradicts what was stated by Lai, Griffin and Babin (2009) and, Ismail and Yunan (2016),  
which could be explained by the mediating effect that causes satisfaction as demonstrated  
Paparoidamis et. al. (2015) and Son et. al. (2011). Service quality positively influences Loyalty as  
long as users are previously satisfied with the service they have received.  
This study has important practical implications for hospital management. First, the results  
reveal the importance of improving patient satisfaction levels if their loyalty is to be maintained.  
It is not enough to focus on quality aspects but to complement them with care that is articulated to  
the real needs of patients. In the second instance, the leaders of the organization must implement  
awareness programs focused on the development of prosocial behaviors that guarantee the  
provision of better quality care that allows increasing patient satisfaction.  
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Carlos Aníbal Manosalvas-Vaca, Luis Oswaldo Manosalvas-Vaca, Deysi Valeria Quevedo-Amay y Silvana Nataly  
Haro-Acosta  
ISSN 2477-9024. Innova Research Journal (Mayo-Agosto, 2022). Vol. N7, No. 2, pp. 194-204  
Conclusions  
The purpose of this research was to analyze how service quality, satisfaction and loyalty  
are related in the emergency services offered in a hospital. This sector was chosen due by the  
necessity to have a tool that allows an integral evaluation of the users satisfaction of these services,  
and increasing demand of the users for a better health service. The study was applied in a sample  
of 300 patients and the results obtained allowed to conclude that the quality of service influences  
the satisfaction of the users and at the same time positively, this last variable influences the loyalty  
towards the health organization. No evidence was found of a direct relationship between quality  
and loyalty, which may be due to the possible existence of a mediating effect of satisfaction  
between these variables. In future studies it is recommended to analyze this mediating effect as  
well as to expand the sample to verify the reliability and validity of the results obtained.  
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