PURPOSE
The purpose of this study was to examine the causal relationships of perceived risk, satisfaction, switching cost and loyalty in outpatient health services.
METHOD
A survey using a structured questionnaire was conducted with 393 hospital outpatients. The analysis of data was done with both SPSS Win 17.0 for descriptive statistics and AMOS 18.0 for structural equation model.
RESULTS
The causal model yielded Chi-square=31.44 (p=<.001), df=4, GFI=.98, AGFI=.87, CFI=.97, RMSR=.04, NFI=.96, IFI=.97 and showed relatively good fit indices. Perceived risk had a significant direct effect on customer satisfaction. Customer satisfaction, financial switching cost and relational switching cost had significant direct effects on customer loyalty. Perceived risk and customer satisfaction had significant indirect effects on customer loyalty.
CONCLUSION
These results suggest that we should decrease the perceived risk and improve the customer satisfaction and switching cost to retain loyal customers. Further study with both a larger sample from various hospitals and a longitudinal design is necessary.

Citations

• A Study on the Structural Relationship between Quality of Medical Service, Perceived Risk, Reputation and Customer Satisfaction in Small and Medium Hospitals
  Ae-Jun Park
  Journal of Industrial Distribution & Business.2019; 10(4): 67.     CrossRef
• Factors Influencing Chinese Customers' Loyalty to Korean Medical and Tourism Services
  Young-Hee Yom, Myoung Ae Kim, Jung Hee Han
  Journal of Korean Academy of Nursing Administration.2015; 21(3): 317.     CrossRef
• Influence Factors on Acculturative Stress among Chinese Students Studying in Korea: Focusing on Spiritual Well-Being
  Hye-Sun Jeong
  Journal of the Korea Academia-Industrial cooperation Society.2015; 16(7): 4768.     CrossRef