Advertisement

Perceived service quality’s effect on patient loyalty through patient attitude within the context of traditional Chinese medicine

  • Hongbo Li
  • Li Wang
  • Xuan Xia
  • Hongbo LiuEmail author
Article
  • 9 Downloads

Abstract

Drawing on a sample of 245 patients from a tertiary general hospital in China, we examine the effect of perceived service quality of traditional Chinese medicine (TCM) on patient loyalty. At the same time, both the mediating effect of patient attitude and the moderating effect of familiarity are tested. We find that perceived service quality of TCM has a positive effect on patient loyalty and this relationship is mediated by patient attitude. We also find that moderating effect of patient familiarity with TCM is not supported by the study. Finally, implications for management theory and practice are discussed.

Keywords

Traditional Chinese medicine Perceived service quality Patient attitude Patient familiarity Patient loyalty 

Notes

Acknowledgements

The authors thank anonymous referees and editors whose comments helped to improve our study. This study was supported by research grants from the National Natural Science Foundation of China (Grant No. 71572130), the Fundamental Research Funds for the Central Universities (Grant No. 22120180074).

References

  1. Alba JW, Hutchinson JW (1987) Dimensions of consumer expertise. J Consum Res 13(4):411–454CrossRefGoogle Scholar
  2. Batra R, Ray ML (1986) Affective responses mediating acceptance of advertising. J Consum Res 13(2):234–249CrossRefGoogle Scholar
  3. Bettina R, Abdolkarim S (2012) Sharing information. J Econ Behav Organ 81:689–698CrossRefGoogle Scholar
  4. Bloemer J, Ruyter KD, Wetzels M (1999) Linking perceived service quality and service loyalty: a multi-dimensional perspective. Eur J Mark 33(11/12):1082–1106CrossRefGoogle Scholar
  5. Bloemer JM, Kasper HDP (1995) The complex relationship between consumer satisfaction and brand loyalty. J Econ Psychol 16(2):311–329CrossRefGoogle Scholar
  6. Chang CS, Chen SY, Lan YT (2013) Service quality, trust, and patient satisfaction in interpersonal-based medical service encounters. BMC Health Serv Res 13(1):22–32CrossRefGoogle Scholar
  7. Chen FP, Chen TJ, Kung YY, Chen YC, Chou LF, Chen FJ, Hwang SJ (2007) Use frequency of traditional Chinese medicine in Taiwan. BMC Health Serv Res 7(1):26–36CrossRefGoogle Scholar
  8. China N (2017) National administration of traditional Chinese medicine of China (2013–2017) statistical extract of traditional Chinese medicine in china. http://www.satcm.gov.cn/2017tjzb/start.htm
  9. Cronin JJ, Taylor SA (1992) Measuring service quality: a reexamination and extension. J Mark 56(3):55–68CrossRefGoogle Scholar
  10. Day GS (1976) A two-dimensional concept of brand loyalty. J Advert Res 9:29–35Google Scholar
  11. Faircloth JB, Capella LM, Alford BL (2001) The effect of brand attitude and brand image on brand equity. J Mark Theory Pract 9(3):61–75CrossRefGoogle Scholar
  12. Fan X, Du JG (2006) The effect of five-dimensional service quality on the degreeof satisfaction to service and loyalty. Manag World 6:36–46Google Scholar
  13. Fisher RJ (1993) Social desirability bias and the validity of indirect questioning. J Consum Res 20(2):303–315CrossRefGoogle Scholar
  14. Gresham LG, Shimp TA (1985) Attitude toward the advertisement and brand attitudes: a classical conditioning perspective. J Advert 14(1):10–17CrossRefGoogle Scholar
  15. Groth M (2005) Customers as good soldiers: examining citizenship behaviors in internet service deliveries. J Manag 31(1):7–27Google Scholar
  16. Ha HY, Perks H (2010) Effects of consumer perceptions of brand experience on the web: brand familiarity, satisfaction and brand trust. J Consum Behav 4(6):438–452CrossRefGoogle Scholar
  17. Hayes A (2013) Introduction to mediation, moderation, and conditional process analysis: a regression-based approach. The Guilford Press, New YorkGoogle Scholar
  18. He L (2012) Measurement of the higher education service quality: an exploratory study of servqual scale. J Xi’an Jiaotong Univ 32(116):121–125Google Scholar
  19. Jacoby J, Kyner DB (1973) Brand loyalty vs. repeat purchasing behavior. J Mark Res 10(1):1–9CrossRefGoogle Scholar
  20. Johnson M, Zinkhan GM, Ayala GS (1998) The impact of outcome, competency and affect on service referral. J Serv Mark 12(5):397–415CrossRefGoogle Scholar
  21. Kim J, Chan-Olmsted SM (2005) Comparative effects of organization-public relationships and product-related attributes on brand attitude. J Mark Commun 11(3):145–170CrossRefGoogle Scholar
  22. Ljubič ić M (1996) Brand familiarity and confidence as determinants of purchase intention: An empirical test in a multiple brand context. J Bus Res 37(2):115–120CrossRefGoogle Scholar
  23. Low GS, Lamb CW Jr (2000) The measurement and dimensionality of brand associations. J Product Brand Manag 9(6):350–370CrossRefGoogle Scholar
  24. Nestler G (2002) Traditional Chinese medicine. Med Clin N Am 86(1):63–73CrossRefGoogle Scholar
  25. Parasuraman A, Grewal D (2000) The impact of technology on the quality-value-loyalty chain: a research agenda. J Acad Market Sci 28(1):168–174CrossRefGoogle Scholar
  26. Parasuraman A, Zeithaml VA, Berry LL (1988) Servqual: a multiple-item scale for measuring consumer perceptions of service quality. J Retail 64(1):12–40Google Scholar
  27. Parasuraman A, Zethhaml VA, Berry LL (1994) Alternative scales for measuring service quality: a comparative assessment based on psychometric and diagnostic criteria. J Retail 70(3):193–194CrossRefGoogle Scholar
  28. Parasuraman A, Berry LL, Zeithaml VA (2010) Perceived service quality as a customer-based performance measure: an empirical examination of organizational barriers using an extended service quality model. Hum Resource Manag 30(3):335–364CrossRefGoogle Scholar
  29. Park CW, Lessig VP (1981) Familiarity and its impact on consumer decision biases and heuristics. J Consum Res 8(2):223–231CrossRefGoogle Scholar
  30. Park J, Stoel L (2005) Effect of brand familiarity, experience and information on online apparel purchase. Int J Retail Distrib 33(2):148–160CrossRefGoogle Scholar
  31. Podsakoff PM, Mackenzie SB, Jeong-Yeon L, Podsakoff NP (2003) Common method biases in behavioral research: a critical review of the literature and recommended remedies. J Appl Psychol 88(5):879–903CrossRefGoogle Scholar
  32. Söderlund M (2010) Customer familiarity and its effects on satisfaction and behavioral intentions. Psychol Market 19(10):861–879CrossRefGoogle Scholar
  33. Tam JLM (2008) Brand familiarity: its effects on satisfaction evaluations. J Serv Mark 22(22):3–12CrossRefGoogle Scholar
  34. Teas RK (1994) Expectations as a comparison standard in measuring service quality: an assessment of a reassessment. J Mark 58(1):132–139CrossRefGoogle Scholar
  35. Thompson CJ, Rindfleisch A, Arsel Z (2006) Emotional branding and the strategic value of the doppelgänger brand image. J Mark 70(1):50–64CrossRefGoogle Scholar
  36. Wang D, Feng L, Yin Y, Wang J, Wang Y (2015) Prioritized surgery scheduling in face of surgeon tiredness and fixed off-duty period. J Comb Optim 30(4):967–981MathSciNetzbMATHCrossRefGoogle Scholar
  37. Wu Z (2006) Brand of traditional Chinese medicine: how to save savers themselves. China Health Ind 1:40–43Google Scholar
  38. Xi C, Liu Z, Liang H, Lai KK (2017) Matching patients and healthcare service providers: a novel two-stage method based on knowledge rules and OWA-NSGA-II algorithm. J Comb Optim 37(1):221–247MathSciNetzbMATHGoogle Scholar
  39. Zeithaml VA, Berry LL, Parasuraman A (1996) The behavioral consequences of service quality. J Mark 60(2):31–46CrossRefGoogle Scholar

Copyright information

© Springer Science+Business Media, LLC, part of Springer Nature 2020

Authors and Affiliations

  1. 1.School of Economics and ManagementTongji UniversityShanghaiChina
  2. 2.Shanghai General Hospital, Shanghai Jiaotong University School of MedicineShanghaiChina

Personalised recommendations