The moderating role of online literacy and trust in shaping patient satisfaction through e-service quality in private hospitals

The paper aims to investigate the influences of E-Service Quality on patient satisfaction. To comprehensively capture e-service quality, this study adopts a holistic perspective of the purchase experience by focusing on five key dimensions: website appearance, information quality, security, personalization, and responsiveness. Based on the E-S-QUAL (Electronic Service Quality) model to assess customer perceptions, a survey questionnaire was developed to collect data from patients at private hospitals in Dhaka, Bangladesh. Finally, 391 responses were processed for further analysis using the PLS-SEM. The results indicate that e-service quality is influenced by various dimensions, including information quality, security, personalization, and responsiveness. In addition, e-service quality positively affects patient satisfaction. Moreover, online literacy significantly moderates the relationship between e-service quality and patients’ satisfaction; however, trust doesn’t show any moderating effects. Thus, this research extends the theoretical understanding of e-service quality practices in healthcare contexts. The research provides a strategic roadmap for healthcare organizations, especially private hospitals, seeking to enhance patient satisfaction through proper electronic service quality.