The Effects of Service Quality of Women's Hospital on Customer Satisfaction and Revisit Intention

The purpose of this study is to analyze effects of service quality at women's hospitals on customer satisfaction and to empirically analyze the effects of customer satisfaction on revisit intention. Through such analysis, this study seeks to provide necessary information that can be used to improve management efficiency of women's hospitals, and to find practical implications that can be utilized to establish marketing strategy at women's hospitals. Multiple regression analysis was performed to find out the effects of women's hospital service quality on customer satisfaction. Empathy exerted the greatest influence on customer satisfaction and then responsiveness, certainty and tangibility in following order. In regards to the effects of customer satisfaction on revisit intention, customer satisfaction exerted strong influence on revisit intention, thus hypothesis 1-1, 1-3, 1-4, 1-4 and hypothesis 2 are accepted while hypothesis 1-2 is rejected. Based on such findings, it can be concluded that service quality at women's hospital has close relationship with both customer satisfaction and revisit intention. In particular, in order to improve customer satisfaction and to induce revisit of sensitive female patients, hospitals should strive to improve their reliability. Strategic implications, when put to practice, will lead to improved service quality and revisit, and consequently enhance hospitals'management performance and lead to better hospital and customer environment.