As Thailand’s economic activity has been dominated by the services sector and the healthcare industry has been becoming more competitive, acquiring new patients might be a challenge for healthcare facilities, but building loyalty with existing patients, unsurprisingly, seems to be the greater challenge. The present research attempts to examine the impact of human resources on customer loyalty in the medical industry. Four hypotheses were proposed based on the customer relationship management (CRM) theory. To test the hypotheses, an online questionnaire was conducted through Facebook, obtaining 400 valid responses from the customers of healthcare facilities located in Thailand. The results from the linear regression analysis show that customer experience mediates between human resources and the desirable behaviors of customers. The findings of this research could provide valuable insights to service providers, marketers, and researchers, to understand the significance of the workforce, particularly in the healthcare sector.

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Keywords: Customer Relationship Management, Human Resources, Medical Marketing, Patient Loyalty, Service Industries.