Determinants affecting patients loyalty in medical service: An empirical study on comparison with in-patients and out-patients using multi-group structural equation model

대학병원환자의 의료서비스 충성도에 영향을 미치는 요인에 관한 연구: 멀티그룹 공분산구조분석을 이용한 입원환자와 외래환자의 인식차이 비교분석

The purpose of this research is to identify causalities among service quality, service value, customer satisfaction and customer loyalty and to compare the causalities between in-patients and out-patients. A multi-group structural equation model was used to test the hypothesis of conceptual model. Empirical results indicate that two factors such as assurance and empathy have direct impact on service value and customer satisfaction in both the patients. In the results of multi-group comparison test, however, the path coefficients from service value to customer loyalty and from customer satisfaction to customer loyalty were different across the two groups. In out-patients, customer loyalty is more positively related with service value. In in-patients, customer loyalty is more positively related with customer satisfaction. It is proven that service quality influences customer loyalty. Therefore To compete successfully in today's volatile & competitive medical markets, the hospital needs to manage the service quality, considering the type of patients.