Service quality meets patient loyalty: the strategic role of standardization in healthcare management

Ihor Rekunenko; Oleksandr Oleshko; Yuliia Matvieieva; Yuliia Opanasiuk; Yevheniia Yashukova

doi:10.26906/EiR.2025.3(98).3895

Authors

Ihor Rekunenko Academic and Research Institute of Business, Economics and Management Sumy State University https://orcid.org/0000-0002-1558-629X
Oleksandr Oleshko Academic and Research Medical Institute of Sumy State University https://orcid.org/0000-0003-2439-3243
Yuliia Matvieieva Academic and Research Institute of Business, Economics and Management Sumy State University https://orcid.org/0000-0002-3082-5551
Yuliia Opanasiuk Academic and Research Institute of Business, Economics and Management Sumy State University https://orcid.org/0000-0002-9236-8587
Yevheniia Yashukova Sumy State University https://orcid.org/0009-0005-5079-4587

DOI:

https://doi.org/10.26906/EiR.2025.3(98).3895

Keywords:

healthcare standardization, service quality, patient loyalty, healthcare management, health service accreditation, customer satisfaction, ISO standards in healthcare, patient experience, healthcare quality management, patient-centeredness, communication, digital tools

Abstract

The article examines various tools and strategies for strengthening trust and satisfaction in healthcare through the implementation of certified quality standards. It identifies two primary directions: personalization and empathy in patient care, as well as standardization and the use of formalized evaluation instruments. Using Scopus and VOSviewer analyses, the study highlights the multidimensional impact of quality standards on patient perception of service quality, staff motivation, transparency, and overall institutional trust. Empirical survey results confirmed that certification significantly enhances patient trust, satisfaction, and long-term loyalty. Additionally, the article reviews leading international standards, outlines common barriers and challenges to their implementation, and presents global case studies emphasizing patient-centered approaches, effective communication, and digital tools as essential elements for comprehensive and sustainable loyalty management in healthcare organizations.

Author Biographies

Ihor Rekunenko, Academic and Research Institute of Business, Economics and Management Sumy State University

Doctor of Economics, Professor, Head of Oleg Balatskyi Department of Management

Oleksandr Oleshko, Academic and Research Medical Institute of Sumy State University

PhD, Docent, Associate Professor at the Department of Public Health

Yuliia Matvieieva, Academic and Research Institute of Business, Economics and Management Sumy State University

PhD, Associate Professor, Senior Lecturer at the Oleg Balatskyi Department of Management

Yuliia Opanasiuk, Academic and Research Institute of Business, Economics and Management Sumy State University

PhD, Associate Professor, Senior Lecturer at the Oleg Balatskyi Department of Management

Yevheniia Yashukova, Sumy State University

Master Student

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