关于萨里医院中价值创造与客户忠诚度之间的关系以及信任调节作用和客户满意度的研究
The study of the relationship between value creation and customer loyalty with the role of trust moderation and customer satisfaction in Sari hospitals.
作者信息
Rahmani Zienolabedin, Ranjbar Mansour, Gara Ali Asgar Nadi, Gorji Mohammad Ali Heidari
机构信息
Ph.D., Department of Management in PNU, Tehran, Iran.
Ph.D., Mazandaran University of Medical Sciences, Sari, Iran.
出版信息
Electron Physician. 2017 Jun 25;9(6):4474-4478. doi: 10.19082/4474. eCollection 2017 Jun.
BACKGROUND
Healthcare providers are competitive, owing to heightened customers' awareness and expectations of health care services.
OBJECTIVE
The aim of this study was to determine the relationship between customer value creation and loyalty with mediator trust and customer satisfaction.
METHODS
This is a cross sectional survey study. Participants were 196 patients referred to private hospitals in Sari city, Iran from May to June 2014 which were selected by convenience sampling method. Data were collected using questionnaires. Data were analyzed using the structural equation modeling software Smart PLS.
RESULTS
The results revealed a relationship between customer value creation and customer loyalty in a Sari city private hospital, and customer satisfaction and trust, mediate the relationship between customer value creation and customer loyalty. The results also revealed significant positive relationship between customer satisfaction and trust (p=0.000 r=0.585).
CONCLUSION
customer satisfaction and trust mediate the relationship between customer value creation and customer loyalty.
背景
由于客户对医疗服务的意识和期望不断提高，医疗服务提供者之间存在竞争。
目的
本研究的目的是确定客户价值创造与忠诚度之间的关系，以及中介信任和客户满意度之间的关系。
方法
这是一项横断面调查研究。参与者是2014年5月至6月转诊至伊朗萨里市私立医院的196名患者，采用方便抽样法选取。数据通过问卷调查收集。使用结构方程建模软件Smart PLS对数据进行分析。
结果
结果显示，在萨里市一家私立医院中，客户价值创造与客户忠诚度之间存在关系，客户满意度和信任在客户价值创造与客户忠诚度之间起中介作用。结果还显示客户满意度与信任之间存在显著正相关（p = 0.000，r = 0.585）。
结论
客户满意度和信任在客户价值创造与客户忠诚度之间起中介作用。
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