EFFECTS OF PHYSICIAN–PATIENT COMMUNICATION, SOCIAL SUPPORT & SERVICE QUALITY ON HEALTHCARE UTILIZATION BEHAVIOR THROUGH PATIENT TRUST

Abstract

The current study examined effects of physician–patient communication, perceived social support, and healthcare service quality on the healthcare utilization behavior, with patient trust serving as a mediating variable. A quantitative cross-sectional research design was employed. The data were collected through a structured questionnaire from 450 patients receiving healthcare services in public and private hospitals located in Lahore and Islamabad. The collected data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to evaluate measurement model, test the hypothesized relationships, and assess the mediating role of patient trust. The results show that physician–patient communication, perceived social support & healthcare service quality had significant positive effects on patient trust. The findings highlight the importance of social interaction, support networks, and service quality in fostering trust and encouraging healthcare utilization. This study donates to medical sociology by offering an integrated framework that explains the healthcare-seeking behavior through both sociological and healthcare management perspectives in the Pakistani context.