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KMID : 0926620110160030041
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Korean Journal of Hospital Management
2011 Volume.16 No. 3 p.41 ~ p.56
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The Effect of Quality Cognition of the Web Site of the Hospital and Relationship Commitment on Customer Loyalty
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Kim Hee-Young
Kim Eun-A
Ha Yun-Ju
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Abstract
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The research was to investigate the effect of quality cognition of the web site of the facility and relationship commitment on customer loyalty. The respondents were 190 patients and caregivers. Data were collected from March 1st to 31st, 2010 at C university hospital in G city. The effect of facility web site of quality cognition and relationship commitment on customer loyalty showed 43.9%(F=35.806) in model 1, 58.4%(F=51.113) in model 2, and 58.7%(F=28.185) in model 3. Also, medical information & usage, aesthetics was significance in model 1, medical information & usage, relationship commitment in model 2. In relationship between web site quality cognition and customer loyalty, moderate effect of relationship commitment were not considerable in model 3. As a result, customer loyalty is the leading fact for quality cognition of the web site more than relationship commitment. Therefore, customer loyalty leaves its possibility of increment when facility web site is designated depending on medical information and aesthetics.
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KEYWORD
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Hospital, Web site, Quality, Customer loyalty, Commitment
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