Measuring Service Quality of Telemedicine using Importance-Performance Analysis and PLS-SEM

In recent years, technological progress has changed the way of delivering health services. Telemedicine may solve geographical problems, connecting patients and doctors remotely using technological support. Limited healthcare facilities and unequal distribution of health workers have become major problems, especially in developing countries. The COVID-19 pandemic accelerated the demand for telemedicine; the urgency to access health services remotely becomes essential. This study aimed to measure telemedicine service quality and determined the improvement priorities. This study applied importance-performance analysis and PLS-SEM to determine the improvement priorities and the significance of service quality dimensions on customer retention using a combination of the E-S-QUAL and telemedicine dimensions. The result shows that fulfillment was the most negative dimension in the telemedicine services. The service provider should pay attention to this dimension due to its high importance and significantly affect customer satisfaction and retention.