Investigating The Brand Loyalty of Patients to Medical Centers in Taiwan

Abstract

Background: The aim of this study is to provide a reliable model to analyze the patients’ loyalty behavior while having services provide by medical centers in Taiwan. We focus on the health knowledge level of patients, combined with other significant factors such as transition cost, perceived quality, brand trust, risk perception and customer satisfaction, trying to clarify the relationship between critical factors. Methods: A total of 120 questionnaires were collected. This study adopted technology acceptance model (TAM). This study tested the relationships among computer self-efficacy, computer anxiety, perceived usefulness, perceived ease of use, and behavioral intention with structural equation models (SEM). Results: The result showed that: (1) Perceived quality positively influences brand trust; (2) Perceived quality positively influences customer satisfaction; (3) Brand trust positively influences customer satisfaction; (4) Risk perception negatively influences brand trust; (5) Customer satisfaction positively influences brand loyalty. Conclusions: The higher transition cost may in contrast lower customer satisfaction, and the high barrier of transition cost would not make patients feel satisfied. The health knowledge level of patient has directly affect toward brand loyalty, and the negative affect of health knowledge level to risk perception is not significant. The perceived quality played an important role in positively affect brand trust, customer satisfaction, and rising the perceived quality of patients should be placed in first order.