The Effects of Medical Service Quality on Customer Revisit Intentions

As competition among healthcare institutions becomes stronger in the healthcare service market, service quality may significantly affect customer satisfaction. This study was based on the hypothesis that commitment to service could improve satisfaction, intention to revisit, and promote competition among healthcare institutions. It aimed to analyze structural causal relations through theoretical research and empirical testing of service quality. To do this, data were collected from a panel possessed by a research institution and empirical analysis was performed using SPSS 24.0 with a covariance structure model based on the theoretical research. First, frequency analysis was conducted to examine the demographic characteristics of the subjects. Second, Cronbach’s alpha was measured for descriptive statistics and internal consistency. Third, factor analysis was performed to remove unnecessary variables and to confirm the validity of the measurement items, and the reliability and validity were verified. Fourth, pearson correlation analysis was performed to check interrelationships and multiple collinearity among variables. Fifth, path analysis was performed on SPSS24.0 in order to verify the causal relation between variables, that is, the research hypothesis. Hierarchical analysis was used to identify the priorities of influence and to analyze the mediating effect of the commitment. The results suggest that efforts to improve service quality (distributive, procedural, and interactional fairness) make users more satisfied, improve customer loyalty, and lead to revisitation for a healthcare institution.