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Korean Journal of Preventive Medicine 2000;33(4): 426-435.
Structural Modeling of Quality, Satisfaction, Value and Purchase Intention in Health Care Service.
Kui Son Choi, Woo Hyun Cho, Sunhee Lee, Jung Mo Nam
1Department of Preventive Medicine, Medical College of Ewha Womans University.
2Department of Preventive Medicine, Medical College of Yonsei University.
ABSTRACT
OBJECTIVES: To determine the relationships among quality, satisfaction, value and purchase intention in health care service. METHODS: The data were gathered from out-patients who had used hospital services. They were asked to assess service quality, satisfaction, service value, and purchase intention. A total of 557 usable questionnaires were gathered. The data were analyzed using SAS version 6.12. The analytic methods employed in the study were confirmatory analysis and covariance structural analysis. RESULTS: Service quality exhibited a significant and positive relationship with satisfaction, service value, and purchase intention. Furthermore, satisfaction had a significant and positive relationship with purchase intention. And finally, service value had a significant and positive relationship with both satisfaction and purchase intention. Based on these findings, it is evident that satisfaction was a mediator between service quality and purchase intention. Also service value played a mediating role between service quality and satisfaction. CONCLUSIONS: These results suggest that service quality is an antecedent of satisfaction and service value, and exerts a stronger influence on purchase intentions than satisfaction and service value do. Thus, managers may need to emphasize service quality in health care.
Key words: Service quality; Satisfaction; Service value; Purchase intention
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