ABSTRACT
This study examined service communication, empathy, and patient satisfaction in Customer Relations Offices (CROs) of selected healthcare institutions in Calamba City, Laguna, including five private and one public hospital. Using a quantitative descriptive-correlational design with mediation analysis, the research explored the relationships among these variables and tested whether empathy mediates the effect of service communication on patient satisfaction. Data were gathered from 150 patients through a structured, validated questionnaire utilizing a four-point Likert scale, which demonstrated high reliability (Cronbach’s alpha > 0.70).
Results showed that service communication was generally manifested (mean = 2.73), with strengths in clarity, professionalism, and courteous interactions, though responsiveness and procedural explanations need improvement. Empathy was moderately manifested (mean = 2.63), reflecting respectful and personalized care but less consistent emotional validation. Patient satisfaction was rated as satisfied (mean = 2.98), with strong loyalty and recommendation intentions.
Regression analysis revealed that service communication significantly predicts both empathy (β = 0.887, p < .001) and patient satisfaction (β = 0.561, p < .001), while empathy is a strong predictor of satisfaction (β = 0.710, p < .001). The Sobel test confirmed that empathy partially mediates the relationship between service communication and patient satisfaction.
Findings highlight the importance of strengthening communication and empathetic engagement to enhance patient experiences and trust. The proposed action plan includes communication protocols, emotional intelligence training, standardized practices, and continuous monitoring through feedback and performance assessment to sustain service quality improvements.
Keywords: service communication, empathy, patient satisfaction, mediation analysis; customer relations offices, Calamba City hospitals
INTRODUCTION
Healthcare institutions are increasingly recognized not only as providers of medical treatment but also as service organizations responsible for delivering positive patient experiences. In modern healthcare systems, quality of care is measured not only through clinical outcomes but also through patients’ perceptions of the services they receive. Patients expect accurate treatment along with professionalism, clear communication, and compassionate interaction. Thus, healthcare providers must effectively manage both clinical and service aspects to achieve high patient satisfaction.
United Nations Sustainable Development Goal 3 promotes universal health and well-being, a target supported globally by the continuous improvement of healthcare quality. This goal emphasizes patient-centered care, which includes respectful communication, responsiveness, and emotional support. These elements are essential in building trust and addressing both the patients’ medical and emotional needs.
Effective communication plays a crucial role in shaping patient perceptions. It enables healthcare personnel to explain procedures, clarify treatment plans, and respond to concerns. When communication is clear and respectful, patients are more likely to understand information and develop trust in healthcare providers. As a result, service communication is a key factor influencing patient satisfaction (Arief & Gito, 2021; Jameel et al., 2025).
However, communication alone does not fully explain patient satisfaction. Interpersonal factors, particularly empathy, also shape patient experiences. Empathy refers to the ability to understand patients’ feelings, acknowledge their concerns, and respond with compassion (American Psychological Association, 2023). It allows healthcare personnel to address emotional needs and create interactions where patients feel respected and valued.
Empathy has been linked to higher patient satisfaction, as patients who feel understood and supported tend to evaluate their experiences more positively. Moreover, recent studies suggest that empathy may mediate the relationship between communication and satisfaction (Arshad et al., 2024; Li et al., 2022). While communication ensures the transfer of essential information, empathy introduces an emotional layer that elevates the service experience, leading patients to view their care as more supportive and truly patient-centered.
Within hospital settings, Customer Relations Offices (CROs) play an important role in facilitating communication between patients and healthcare institutions. These offices handle inquiries, concerns, and complaints, ensuring that patients feel heard and assisted. Because CRO personnel frequently interact with patients, the quality of their communication and their ability to demonstrate empathy significantly influence patients’ service quality perceptions, which serve as a critical touchpoint for fostering enduring patient trust and satisfaction throughout their journey.
In the Philippine healthcare landscape, hospitals have prioritized initiatives to enhance communication and patient-centered care (Asis et al., 2025; Panganiban et al., 2024). Despite these efforts, challenges remain, particularly in facilities with high patient demand and limited resources. Patients may still experience delays, unclear explanations, or insufficient emotional support. These concerns highlight the need to strengthen both communication practices and empathy in healthcare service units.
In Calamba City, Laguna, healthcare institutions serve an expanding population, with Customer Relations Offices (CROs) acting as vital intermediaries between patients and hospital departments. Within these key support units, the effectiveness of staff communication and the degree of empathy demonstrated are crucial in shaping patient experience and satisfaction within a highly competitive and increasingly demanding healthcare environment.
Despite the recognized importance of communication and empathy, limited research has examined their interaction within service-support units such as CROs. Most studies focus on clinical settings involving physicians and nurses. Therefore, there is a need to better understand how communication in administrative units influences patient satisfaction and how empathy mediates this relationship to bridge the gap between administrative processes and the delivery of compassionate, patient-centered care.
This study addresses the existing research gap by examining empathy as a mediator in the relationship between service communication (independent variable) and patient satisfaction (dependent variable). Focusing on Customer Relations Offices within selected healthcare institutions in Calamba City, Laguna, the findings aim to improve communication strategies and strengthen empathetic engagement to ultimately enhance overall service quality.
Research Objectives aim to 1) Determine the level of service communication, 2) Determine the level of empathy, 3) Determine the level of patient satisfaction, 4) Examine the effect of service communication on patient satisfaction, 5) Examine the effect of service communication on empathy, 6) Examine the effect of empathy on patient satisfaction, 7) Determine whether empathy mediates the relationship between service communication and patient satisfaction, and 8) Create an action plan.
see PDF attachment for more information