Evaluating the impact of restored nonverbal communication on medical service quality and patient loyalty in the post-pandemic era.

INTRODUCTION: The transition to the endemic era has restored nonverbal communication in healthcare settings. This study investigates healthcare consumers' perceptions of Medical Service Quality (MSQ) in this context, specifically examining the impact of restored nonverbal cues on flow, satisfaction, and loyalty. METHODS: A cross-sectional online survey was conducted with 408 healthcare consumers in South Korea who visited medical institutions after the lifting of mask mandates. Structural Equation Modeling (SEM) was employed to test the hypothesized relationships between MSQ dimensions, Technology Acceptance Model (TAM) constructs, and flow. RESULTS: The analysis revealed that Responsiveness (β = 0.547, p < 0.001) and Accessibility (β = 0.286, p = 0.028) significantly enhanced Perceived Usefulness, while Responsiveness (β = 0.442, p < 0.001), Tangibles (β = 0.358, p < 0.001), and Accessibility (β = 0.344, p < 0.001) positively influenced Perceived Ease of Use. Notably, Flow was identified as a key mediator linking service quality to Satisfaction (β = 0.142, p = 0.024) and Loyalty (β = 0.261, p < 0.001). CONCLUSION: Restored nonverbal communication is not merely a return to the past but a qualitative enhancement of the service environment that drives patient loyalty. Healthcare providers should shift from functional service delivery to patient experience strategies that leverage nonverbal competence as a core component of quality improvement.