While there have been studies discussing the influence of technology-based services on the overall service efficiency and quality of organizations in various industries, very few efforts have been devoted to investigating such issue in the context of healthcare industry. Hospital image has been considered one of the crucial factors influencing patients' choices of hospitals. However, very few studies which specifically examine its association with technology-based services have so far been attempted. By consulting a number of models developed in the areas of service marketing, healthcare management, and information management, this study has developed a structural theoretical model which depicts the causal relationships among technology-based service encounters, service quality, patient satisfaction, and patient loyalty in the context of healthcare industry. The research results have provided both academics and practitioners with insights into how the use of technology-based services can benefit healthcare institutions through its associations with the key service-marketing factors. Future research which aims to empirically validate the proposed model or to investigate the factors influencing the implementation of technology-based services in the context of healthcare industry is encouraged.