초록

Empirical model was developed to test the effect of medical service quality and perceived risk on customer satisfaction, repurchase intention, and customer churn intention. The model was tested in the context of the hospital industry. The data was analysed using structural equation model(SEM). The findings are as follows. First, except for technical service quality, medical service provider's functional service quality and service environmental factors have significant effect on customer satisfaction. Second, customer's perceived risks have significantly negative(-) effect on customer satisfaction and significant effect on customer churn intention. Third, customer satisfaction with medical service quality has significant effect on customer's repurchase intention and has negative effect on customer's churn intention. Furthermore, customer's repurchase intention has negative effect on churn intention. Fourth, as to different hospital sizes, medical service quality and perceived risk have different effect on customer satisfaction, repurchase intention, and churn intention. In the large general hospital context, only functional service quality has direct influence on customer satisfaction which finally influences on repurchase intention. However, customer satisfaction and repurchase intention don't have effect on customer's churn intention. Furthermore, customer's perceived risks have negative effect on customer satisfaction while perceive risks have significant effect on churn intention. In the medium and small hospital context, the test results are same as those in the general hospital context. In the small clinic context, functional service quality and service environmental factors have positive effect on customer satisfaction which significantly influences on repurchase intention and negatively influences on churn intention. However, while perceived risks have negative effect on customer satisfaction, they have no effect on customer's churn intention on the contrary. At the end of the paper, managerial implications, limitations, and future research directions are suggested.

키워드

Service quality, Perceived risk, Customer satisfaction, Repurchase intention, Churn intention, Hospital size

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