Causal Relationships Among Perceived Risk, Satisfaction, Switching Cost and Loyalty in Outpatient Health Services

Young-Hee Yom; Kyu Eun Lee

doi:10.11111/jkana.2011.17.4.516

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Yom and Lee: Causal Relationships Among Perceived Risk, Satisfaction, Switching Cost and Loyalty in Outpatient Health Services

Original Article

Journal of Korean Academy of Nursing Administration

Journal of Korean Academy of Nursing Administration 2011; 17(4): 516-523.

Published online: 31 December 2011

DOI: https://doi.org/10.11111/jkana.2011.17.4.516

Causal Relationships Among Perceived Risk, Satisfaction, Switching Cost and Loyalty in Outpatient Health Services

Young-Hee Yom¹, Kyu Eun Lee²

¹Professor, Department of Nursing, Chung-Ang University, Korea.

²Professor, Department of Nursing, Kwandong University, Korea.

Correspondence: Lee, Kyu Eun. Dept of Nursing, College of Medicine, Kwangdong University, 522 Naegok-dong, Gangneung city, Kangwon Province, 210-700, Korea. Tel: 82-33-649-7617, Fax: 82-33-649-7620, lke@kd.ac.kr

Received 11 October 2011 Revised 6 December 2011 Accepted 6 December 2011

Abstract

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.

Keywords: Risk, Consumer satisfaction, Outpatient health services

Figures and Tables

Figure 1

Conceptual framework.

Table 1

Demographic Characteristics (N=393)

Table 2

Means and Correlations among Variables

Table 3

Standardized Direct Effect, Indirect Effect, and Total Effect in the Modified Model

SMC =squared multiple correlations.

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