The Study Of The Effect Of Health Care Service Encounter Quality On Customer Trust And Behavior Intention

It is difficult for customers of health care industries to make an objective judgment for the result of the health care service they have received for the lack of professional knowledge. They can only evaluate the health care service provider through the health care service encounter quality. Improving health care service encounter quality, therefore, is the most important thing the hospital management has to do in order to won a good reputation, customer trust and loyalty. The author focused on the study of the relationship among health care service encounter quality, customer trust and behavioral intention during the health care service process. Firstly, literature review about the theories of service encounter quality, customer trust and behavioral intentions was conducted. The relationship among the service encounter quality, customer trust and behavioral intention was also investigated. Secondly, the author was conducting the research design and measuring the variables combine the results of interviews with the customers of hospitals. Thirdly, after finishing the design of the questionnaire, the author composed the study model and putted forward the hypothesis. the statistic analysis is using the software SPSS 15. The final part of the article is a conclusion about the study, and also including some proposals about how to improving the health care service quality. The main conclusions of the study are as follows:(1) Four dimensions of health care service encounter quality——tangibility, professionalism, kindness and economical efficiency have significantly positive impact on customer trust. Efficiency's impact on customer trust is not significant.(2) Tangibility, professionalism and economical efficiency have significantly positive impact on customer's recommend intention. Efficiency and kindness's impact on customer's recommend intention are not significant.(3) Tangibility, professionalism, kindness and economical efficiency have significantly positive impact on customers're-buy intention. Efficiency's impact on customer's re-buy intention is not significant.(4) Customer trust has a significantly positive impact on both customers'recommend intention and re-buy intention.Finally, the author made an explanation for the conclusions combined with relevant theory and the results of the past studies, made some management suggestions for the hospital management, and summed up the contribution and the limitation of this study and put forward some idea for the future research.