A Study on the Effect of Customer Satisfaction and Switching Cost on Continuous Use Intention: Focusing on Dental Hospitals and Clinics

고객만족과 전환비용이 지속적 이용의도에 미치는 영향에 관한 연구 : 치과 병.의원을 중심으로

  • Byun, Jung-A (Department of Health Services Management, Graduate School of Management, Kyung Hee University) ;
  • Nah, Yul (Department of Health Services Management, Graduate School, Kyung Hee University) ;
  • Kim, Yang-Kyun (Department of Health Services Management, School of Management, Kyung Hee University)
  • 변정아 (경희대학교 경영대학원 의료경영학) ;
  • 나율 (경희대학교 일반대학원 의료경영학) ;
  • 김양균 (경희대학교 경영대학 의료경영학)
  • Received : 2012.05.21
  • Accepted : 2012.06.20
  • Published : 2012.06.30

Abstract

In this study, we examined the effect of customer satisfaction and switching cost on continuous use intention to suggest how organizations can retain their customers when market growth slows down and competition becomes stronger. We carefully developed and modified survey instruments through a pre-test, and subsequently surveyed 432 dental care users in Seoul and Busan areas. As a result of regression analysis, higher procedural learning switching cost, relational switching cost, and customer satisfaction were manifested in the increased continuous use intention. In contrast, higher financial switching cost and customer satisfaction with insufficient effort for information acquisition led to decreased switching intention. In addition, procedural initial switching cost and residents in Seoul led to increased switching intention. Understanding continuous use intention and switching intention is important for healthcare institutions striving to maintain market position. The findings of this study suggest a paradigm shift from conventional transactional marketing to strategic relational marketing to be effective in the healthcare environment today.