Gaur, SSSharma, PYap, SF2026-02-092026-02-092025-12-22International Journal of Pharmaceutical and Healthcare Marketing, ISSN: 1750-6123 (Print); 1750-6131 (Online), Emerald, 1-29. doi: 10.1108/IJPHM-04-2025-00571750-61231750-6131http://hdl.handle.net/10292/20595Purpose – This paper aims to explore the interactive impact of doctors’ service behaviours (friendliness, clarity and effectiveness of explanations, responsiveness, respect and emotional support towards their patients) and the patients’ knowledge and self-confidence on the patients’ trust, satisfaction and loyalty towards their doctors. Design/methodology/approach – This study used an online survey with 345 female members of social media groups/forums on women’s reproductive health and childbirth in Malaysia, using a structured questionnaire with well-established scales to measure all the constructs. Findings – The doctor’s responsiveness, friendliness, respect and emotional support towards their patients positively impact their ability to explain the patient’s condition and progress, the technical processes of care and how to conduct self-care, which raise the patient’s knowledge and self-confidence that in turn improve the patient’s trust, satisfaction and loyalty. Research limitations/implications – This study used a sample with well-educated working women that may limit the generalisability of its findings. Future research may extend their research by testing their hypotheses using diverse socio-economic groups along with possible moderating effects of patients’ demographic characteristics such as age, gender and education. Practical implications – This paper highlights the importance of doctors; responsiveness and friendliness, along with respect and emotional support for their patients, which can enhance the effectiveness of their explanations and improve positive health-care outcomes. Originality/value – This paper explores the combined impact of the doctors’ service behaviours and the patients’ knowledge and self-confidence on the patients’ trust, satisfaction and loyalty towards their doctors, which addresses a long-standing gap in the health services literature.This is the Author's Accepted Manuscript of an article published in the International Journal of Pharmaceutical and Healthcare Marketing © 2025 Emerald Publishing Limited. The Version of Record is available at DOI: 10.1108/IJPHM-04-2025-005735 Commerce, Management, Tourism and Services3506 MarketingClinical ResearchBehavioral and Social ScienceHealth ServicesWomen's Health7.1 Individual care needs7.3 Management and decision making8.1 Organisation and delivery of servicesGeneric health relevance3 Good Health and Well Being1117 Public Health and Health Services1505 Marketing3506 MarketingFriendlinessLoyaltyRespectResponsivenessSatisfactionTrustJournal ArticleOpenAccess10.1108/IJPHM-04-2025-0057