The Relationship among Trust, Satisfaction and Loyalty in Professional Medical Services: The Case of Taiwan

• Main Authors: Wei-Jung Chang, 張維容
• Other Authors: Shiuh-Nan Hwang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/46973473513163485494

博士 === 銘傳大學 === 企業管理學系博士班 === 102 === Trust, satisfaction and loyalty have positive relationship with each other. However, there are two different versions about loyalty. One based on social exchange theory; satisfaction is the intervening variable of trust to loyalty. The other is based on equity theory; trust is the intervening variable of satisfaction to loyalty. The object of trust between physician-patient relations revolve around individuals (physicians) and systems (hospitals). Patients’ loyalty, on the other hand; did have a diversion and extension effects between a physician and hospital. This paper aims to compare the various physician-patient relationship models of these entities with the same patient and two distinguished trustees (a doctor and hospital) at the same time. In this study, a stratified sampling method was used to collect data. Participants were outpatients of a large teaching hospital in northern Taipei city. Data analysis is divided into two phases. In first stage, we assume trust and satisfaction respectively as mediating variable, and sum up two kinds of compare models. Structural equation model (SEM) is used to empirically explain. By a single model fit test, two models are broadly in line with the basic testing standards. However, further cross-validation analysis found the model that satisfaction as intervening variable has better ability of prediction and interpretation. The second stage adopts the model elected by first stage, and the two objects of physician and hospital are integrated into the same model. Finally, the integrated model is validated. The intermediary function test (Sobel test) of satisfaction is also proved significant levels. The results show that whether the object is a physician or hospital, satisfaction in particular played an important intervening role in both affective trust-loyalty relationship and cognitive trust–loyalty relationship. The results prove that the trust is classified as affective trust and cognitive trust, which is significant to explore patient loyalty. Loyalty diversion at individual level and systemic level was bilateral. In terms of intensity, loyalty diversion from physicians to hospital was stronger. Patients’ trust varies based on the level of target. The influence of transfer loyalty is even beyond satisfaction.