Structural Modeling of Quality, Satisfaction, Value and Purchase Intention in Health Care Service

Choi, Kui Son; Cho, Woo Hyun; Lee, Sunhee; Nam, Jung Mo

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.