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Original Article

The Effects of Switching Cost Perceived by Patients and Negative Word of Mouth on Revisiting Intention for Hospital Patients

Yu Kyung Ko1, Byeong Jin Kim2
Journal of Korean Academy of Nursing Administration 2011;17(1):5-13.
Published online: March 31, 2011

1Assistant Professor, Department of Nursing Science, College of Medical Science, Konyang University, Korea.

2Researcher, KHIDI (Korea Health Industry Development Institute), Korea.

Correspondence: Ko, Yu Kyung. Department of Nursing Science, College of Medical Science, Konyang University 685 Gasuwon-dong, Seo-gu, Daejeon 302-718, Korea. Tel: 82-42-600-6436, Fax: 82-42-545-5326, yukyko@konyang.ac.kr
• Received: July 7, 2010   • Revised: October 26, 2010   • Accepted: November 16, 2010

Copyright © 2011 Korean Academy of Nursing Administration

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  • Purpose
    The purpose of this study was to examine the effect of patient perception of the switching cost and negative word of mouth on revisit intention of patients in out-patient departments (OPDs) of general hospitals.
  • Methods
    The participants were 306 patients in general hospital, selected through convenience sampling. Data were collected using a structured questionnaire and analyzed using descriptive statistics, Spearman correlation coefficient, and logistic regression with SPSS Win.
  • Results
    Relational switching cost was positively correlated with revisit intention (r=.58, p=<.001), but not financial switching cost or procedural switching cost. Negative word of mouth was negatively correlated with revisit intention (r=-.22, p=<.001). The significant predictors influencing revisit intention in patients was relational switching cost.
  • Conclusion
    The findings of this study suggest that hospital and nursing managers should seek to bolster perceptions of switching costs and negative word of mouth, which subsequently increases revisit intentions in small hospitals located in the country as well as urban large hospitals.
  • Key Words: Switching cost; Negative word of mouth; Revisiting intention
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Table 1
General characteristics of participants (N=306)
jkana-17-5-i001.jpg
Table 2
Mean and standard deviation of variables (N=306)
jkana-17-5-i002.jpg

*Revisiting intention : converted into dichotomy variable

Table 3
Spearman correlation between switching cost, negative word of mouth and revisiting intention (N=306)
jkana-17-5-i003.jpg

X1=switching costs; X2=relational social switching cost; X3=financial switching cost;

X4=procedural switching cost; X5=negative word of mouth; X6=revisiting intention

Table 4
Factors affecting revisiting intention (N=306)
jkana-17-5-i004.jpg

ref : reference variable

Figure & Data

References

    Citations

    Citations to this article as recorded by  
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    • Causal Relationships Among Perceived Risk, Satisfaction, Switching Cost and Loyalty in Outpatient Health Services
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    The Effects of Switching Cost Perceived by Patients and Negative Word of Mouth on Revisiting Intention for Hospital Patients
    J Korean Acad Nurs Adm. 2011;17(1):5-13.   Published online March 31, 2011
    DOI: https://doi.org/10.11111/jkana.2011.17.1.5
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    The Effects of Switching Cost Perceived by Patients and Negative Word of Mouth on Revisiting Intention for Hospital Patients
    J Korean Acad Nurs Adm. 2011;17(1):5-13.   Published online March 31, 2011
    DOI: https://doi.org/10.11111/jkana.2011.17.1.5
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    Related articles

    The Effects of Switching Cost Perceived by Patients and Negative Word of Mouth on Revisiting Intention for Hospital Patients
    The Effects of Switching Cost Perceived by Patients and Negative Word of Mouth on Revisiting Intention for Hospital Patients

    General characteristics of participants (N=306)

    Mean and standard deviation of variables (N=306)

    *Revisiting intention : converted into dichotomy variable

    Spearman correlation between switching cost, negative word of mouth and revisiting intention (N=306)

    X1=switching costs; X2=relational social switching cost; X3=financial switching cost;

    X4=procedural switching cost; X5=negative word of mouth; X6=revisiting intention

    Factors affecting revisiting intention (N=306)

    ref : reference variable
    Table 1 General characteristics of participants (N=306)

    Table 2 Mean and standard deviation of variables (N=306)

    *Revisiting intention : converted into dichotomy variable

    Table 3 Spearman correlation between switching cost, negative word of mouth and revisiting intention (N=306)

    X1=switching costs; X2=relational social switching cost; X3=financial switching cost;

    X4=procedural switching cost; X5=negative word of mouth; X6=revisiting intention

    Table 4 Factors affecting revisiting intention (N=306)

    ref : reference variable

    Table 1

    Table 2

    Table 3

    Table 4

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