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KMID : 0614820110170010005
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Journal of Korean Academy of Nursing Administration
2011 Volume.17 No. 1 p.5 ~ p.13
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The Effects of Switching Cost Perceived by Patients and Negative Word of Mouth on Revisiting Intention for Hospital Patients
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Ko Yu-Kyung
Kim Byeong-Jin
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Abstract
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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.
Method: 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.
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KEYWORD
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Switching cost, Negative word of mouth, Revisiting intention
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