| Summary: | 碩士 === 南臺科技大學 === 商管專業學院 === 104 === The Health Care sector is rapidly rising in Mongolia, thus the improvements of service quality of the health system are necessary. Patients' choice and satisfaction are the important components of the quality of health care. Moreover, the factors that affect the revisit intention of the patient catalyzed the research to take a closer look.
This study focused on factors such as the service quality (SQ), attitude, subjective norm (SN), and perceived behavioral control (PBC) to reveal whether there is a correlation between these factors and the patients' revisit intention (RI).
In this sense, the researcher draws on the Theory of Planned Behavior (TPB) and SERVQUAL scales instruments to argue that a combination of the these two can improve the measurability of the hospital revisit intention. To reach this conclusion, the researcher quantitatively explores the medical and treatment dynamics at First Central Hospital of Mongolia. The descriptive analysis of frequency was used to explain the respondents’ profiles, and the Structural Equation Model (SEM) was applied to analyze hypotheses using SmartPLS software.
The statistical results support the fact that there is a positive relationship between service quality and revisit intention, attitude and revisit intention, and subjective norm and revisit intention. Also, it is proved that service quality has an influence on attitude and subjective norm towards to the revisit intention. However, the relationship between perceived behavioral control and revisit intention analytically was not supported.
Key words: Service quality, attitude, subjective norm, perceived behavioral control, revisit intention, health care organization
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