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

Yu Kyung Ko; Byeong Jin Kim

doi:10.11111/jkana.2011.17.1.5

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

Original Article

Journal of Korean Academy of Nursing Administration

Journal of Korean Academy of Nursing Administration 2011; 17(1): 5-13.

Published online: 31 March 2011

DOI: https://doi.org/10.11111/jkana.2011.17.1.5

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

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 7 July 2010 Revised 26 October 2010 Accepted 16 November 2010

Abstract

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.

Keywords: Switching cost, Negative word of mouth, Revisiting intention

Figures and Tables

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

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