The influence of patient-physician communication on physician loyalty and hospital loyalty of the patient.

Özgün Ünal,Mahmut Akbolat,Mustafa Amarat

doi:10.12669/pjms.344.15136

Abstract

Objective:Patient-physician communication is important for an effective healthcare service and for the patient’s development of loyalty to the hospital. In this regard, this study aimed to determine whether there is a relationship between the patient-physician communication, the loyalty of the patient to the physician and to the hospital. Also study aimed to determine whether there is a mediating role of the physician loyalty on the patient-physician communication effect on to the hospital loyalty.Method:Five hundred ten questionnaires were distributed to regular public patients of the government hospitals, clinics, and private clinic patients in Sakarya using a simple random sampling method. Data were analysed using descriptive statistics and Structural Equation Modelling (SEM).Results:According to the findings, there was a significant relationship between patient-physician communication and loyalty to physician and to hospital. Patient-physician communication has a significant effect on loyalty to physician and hospital. In addition, patient loyalty has a mediating role on the patient-physician communication effect on the hospital loyalty.Conclusion:According to the result of the study, physician-patient communication could be used as an important tool in creating physician loyalty and hospital loyalty. This study helps physicians and health service providers to formulate strategies and tactics that will effectively develop the loyalty of patients.

Highlights

Patient-physician communication (PPC) is the type of communication established between physicians who provide health service and determine the quality as well as the content of the provided service, and the health service users
This study looked at more comprehensive model of the simultaneous effects of several key antecedents by examining the integrative system of the relationships
A study conducted in Turkey has revealed that physician and patient communication is an important factor in PL.[23]

Summary

Introduction

Patient-physician communication (PPC) is the type of communication established between physicians who provide health service and determine the quality as well as the content of the provided service, and the health service users. To be able to bring physicians benefit to their patients at the highest level, they need their technical knowledge and effective communication skill.[1]. Effective communication can increase patient participation in treatment and satisfaction with the service they receive and this can positively impact treatment outcomes.[2,3] Effective patientphysician communication leads individuals to feel comfortable, participate in treatment, have a more successful and positive treatment process, have. Pak J Med Sci July - August 2018 Vol 34 No 4 www.pjms.com.pk 999 confidence in the service provider with positive treatment results, and satisfaction of them with the service they have received.[4,5] On the contrary the inability to establish an effective communication between the patient and the physician causes the physician to be unable to provide the patient with sufficient benefits and results in the dissatisfaction of the patient.[6,7,8] Studies show that satisfied patients are more inclined to pay for services and products.[9]

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Results

Discussion

Conclusion