Digital Transformation and Sustainable Customer Value in Healthcare: Evidence from an AI-Based Diabetes Prognostic Service

This study investigates how digital transformation in healthcare shapes sustainable customer value by analyzing the role of digital quality and its influence on satisfaction and loyalty within an AI-based diabetes prognostic service. Drawing on system, information, and service quality as core dimensions of digital quality, the study examines their direct effects on satisfaction and their contribution to loyalty formation relative to traditional service factors. Using survey data collected from over 1000 users of a digital healthcare platform equipped with an AI-driven diabetes prognostic algorithm, 800 valid responses were analyzed through PLS-SEM in SmartPLS 4.0. The results show that both traditional service attributes and digital quality significantly enhance customer satisfaction, which in turn promotes loyalty. However, digital quality does not strengthen the satisfaction–loyalty linkage, indicating that its value lies in establishing baseline trust and usability rather than amplifying loyalty outcomes. Environmental uncertainty—captured as technological and market uncertainty—also positively affects loyalty. This study contributes to digital healthcare research by providing empirical evidence from an AI-based long-term prognostic service and clarifying that digital quality operates as a foundational hygiene factor essential for sustainable customer value, rather than as a competitive differentiator.