J Korean Acad Nurs Adm.  2011 Mar;17(1):5-13.

The Effects of Switching Cost Perceived by Patients and Negative Word of Mouth on Revisiting Intention for Hospital Patients

• Ko YK
• Kim BJ

Abstract

PURPOSE
The purpose of this study was to examine the effect of patient perception of the switching cost and negative word of mouth on revisit intention of patients in out-patient departments (OPDs) of general hospitals.
METHODS
The participants were 306 patients in general hospital, selected through convenience sampling. Data were collected using a structured questionnaire and analyzed using descriptive statistics, Spearman correlation coefficient, and logistic regression with SPSS Win.
RESULTS
Relational switching cost was positively correlated with revisit intention (r=.58, p=<.001), but not financial switching cost or procedural switching cost. Negative word of mouth was negatively correlated with revisit intention (r=-.22, p=<.001). The significant predictors influencing revisit intention in patients was relational switching cost.
CONCLUSION
The findings of this study suggest that hospital and nursing managers should seek to bolster perceptions of switching costs and negative word of mouth, which subsequently increases revisit intentions in small hospitals located in the country as well as urban large hospitals.

Keyword

Switching cost; Negative word of mouth; Revisiting intention

MeSH Terms

Hospitals, General
Humans
Intention
Logistic Models
Mouth
Outpatients
Surveys and Questionnaires

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