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KMID : 0926620120170020052
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Korean Journal of Hospital Management
2012 Volume.17 No. 2 p.52 ~ p.72
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A Study on the Effect of Customer Satisfaction and Switching Cost on Continuous Use Intention; Focusing on Dental Hospitals and Clinics
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Byun Jung-A
Nah Yul
Kim Yang-Kyun
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Abstract
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In this study, we examined the effect of customer satisfaction and switching cost on continuous use intention to suggest how organizations can retain their customers when market growth slows down and competition becomes stronger. We carefully developed and modified survey instruments through a pre-test, and subsequently surveyed 432 dental care users in Seoul and Busan areas. As a result of regression analysis, higher procedural learning switching cost, relational switching cost, and customer satisfaction were manifested in the increased continuous use intention. In contrast, higher financial switching cost and customer satisfaction with insufficient effort for information acquisition led to decreased switching intention. In addition, procedural initial switching cost and residents in Seoul led to increased switching intention. Understanding continuous use intention and switching intention is important for healthcare institutions striving to maintain market position. The findings of this study suggest a paradigm shift from conventional transactional marketing to strategic
relational marketing to be effective in the healthcare environment today.
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KEYWORD
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Customer satisfaction, Switching cost, Continuous use intention, Dental hospitals and clinics
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