Affective Factors Associated With The Loyalty Of Patients In Public Hospitals Of Hangzhou

Based on previous literatures of customer loyalty concepts and related factors, this research builds a loyalty model of public hospitals patients, as well as six hypothesizes. 332 inpatients and their family members were investigated by structured questionnaire, multiple statistical analyses was used to explore whether these data support our model and hypothesizes.Results:1 The loyalty questionnaire includes two dimensions as behavior loyalty and attitude loyalty. The service recovery questionnaire comprises psychological recovery and visible recovery. The switching cost questionnaire involves sunk cost, risk cost and learning cost. These three questionnaires meet the need of psychometrics.2 Attitude loyalty of public hospital patients mainly depend on customer value, service recovery and switching cost, as well as patient's economical level and medical departments. Behavior loyalty of public hospital patients not only decided by customer value, service recovery and switching cost, but also age, medical insurance and medical departments.3 Among customer value, service value and product value has close relation to attitude loyalty, service value and monetary cost contribute much to behavior loyalty, sunk cost has strong affections to attitude loyalty and behavior loyalty.Finally, based on the research results, this paper give strategies how to pertinently cultivate public hospital patient's loyalty.