몽골의 의료서비스 경험과 관계품질

Medical Services Experience and Relationship Quality in Mongolia

The purpose of this study is to investigate the structural causality between constructive concepts such as cognitive experience, affective experience, behavioral experience, service trust, service commitment, and service loyalty in Mongolian medical services setting, and then explains the causal role of affective commitment. To this end, the research hypothesis was verified using by structural equation modeling through SPSS 23.0 and AMOS 20.0 statistical packages. Result revealed that first, cognitive experience had a positive influence on service commitment, but service trust did not affect service commitment. Second, behavioral experience had a positive influence on service trust but not on service commitment. Third, affective experience had a positive effect on all relationship quality factors such as service trust and service commitment. Fourth, service trust had a positive effect on service commitment but did not affect service loyalty. Finally, service commitment has a positive effect on service loyalty. Therefore, medical service providers or marketers of Mongolian hospitals’ can increase the level of trust in medical services by providing users with emotional and behaviorally superior services and experience cognitive and emotional superior services. The relationship quality between the service provider and the consumer should be strengthened. In addition, it is necessary to plan and execute marketing strategies and tactics to increase service loyalty by motivating customers who have high confidence in medical service to be immersed in service.