A Model for Customer Loyalty in the healthcare centers Case Study Shahid Shooride medical center

Abstract

Customer loyalty as a vital issue is considered for growth and survival of organizations in the competitive world. In this way, the cause and effect relationship between five latent variables were analyzed including social responsibility, trust, customer company identification, satisfaction, and patient loyalty and having 9 hypotheses. To test the hypotheses the personal questionnaire was used and data from 405 individuals who referred to the Shahid Shoorideh medical Center was collected. randomly sampling method used and data was analyzed by statistical instruments. The descriptive statistics was performed using SPSS software and referential statistics was conducted using exploratory and confirmatory factor analysis and Structural Equation models and AMOS software. Result showed that the positive and significant relationship between corporate social responsibility, trust and customer company identification, and also relationship between patient’s satisfaction, customer company identification and trust was supported. The relationship between corporate social responsibility and customer satisfaction, and also relationship between loyalty and customer satisfaction was rejected. Accordingly, the effect of social responsibility on loyalty was approved indirectly having considered the mediating role of customer trust, customer company identification, and patient satisfaction. In addition, result represents the important role of trust and customer company identification in patients’ loyalty toward medical centers.