Investigating the brand loyalty of patients to medical centers in Taiwan

• Main Authors: Chao, Hung-Cheng, 趙竑丞
• Other Authors: Hung, Chih-Young
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/4qnhww

碩士 === 國立交通大學 === 科技管理研究所 === 103 === The arrival of aging society and the highly covering rate of national health insurance has made Taiwan’s medical service market into the era of red sea. The aim of this study is to provide a reliable model using structural equation modeling (SEM) method to analyze the patients’ loyalty behavior while having services provide by medical centers in Taiwan. We focus on the health knowledge level of patients, combined with other significant factors such as transition cost, perceived quality, brand trust, risk perception and customer satisfaction, trying to clarify the relationship between critical factors. The result showed that: (1) transition cost has negative effect on customer satisfaction; (2) the health knowledge level of patients is directly proportional to brand loyalty; (3) perceived quality has more indirect effect than transition cost on brand loyalty; (4) brand trust and customer satisfaction both have signification positive effects on brand loyalty. Moreover, the higher and lower segment of health knowledge level both showed better perceived quality, while the patient in the middle part tend to have poor perceived quality. Such interesting phenomena has not been discussed before, and such relationship is recommended to have further study in the future.