Research On The Relationship Between Hospital Social Responsibility,Reputation And The Loyalty Of Patients Based On The Perspective Of Patients

Loyalty of patients is the goal of hospital's management.Considering the particularity of medical service industry as a special consumer and patient,rational cognition from the perspective of the hospital patients to actively fulfill their social responsibilities will change the patient to the hospital(cognitive reputation)and emotional attitude(affective reputation),thereby affecting the health seeking behavior and intention.To attract consumers to the service selection again,improve the probability of selection and to expand the service scope of the purchase,so as to increase the loyalty of patients,enhance the competitiveness of the hospital,and realize its sustainable development,to produce more social benefit will be of great significance.Objective:In the theoretical analysis and a large number of domestic and foreign literature review on the basis of the development of the hospital,patients from the perspective of Social Responsibility Evaluation Scale and hospital reputation evaluation scale,the empirical research from the perspective of the social responsibility of hospital patients with the degree and direction of influence on hospital reputation,influence degree and direction of hospital reputation of patient loyalty,influencing hospital society responsibility for the direction and degree of patients'loyalty.Methods:Based on the consumer perspective of corporate social responsibility evaluation scale,selection of patients on hospital social responsibility,from the construction of the hospital social responsibility scale for protecting the patients' rights and interests responsibility,environmental responsibility and community support for the three dimensions of responsibility.From the corporate reputation evaluation scale,combined with the special nature of the medical services industry,the construction of hospital reputation scale from the two dimensions of emotional and cognitive reputation reputation.Combined with the medical field has the patient loyalty scale,questionnaire,through the questionnaire survey to the Nanjing City medical treatment in patients with data,the relationship between the use of structural equation model,empirical study of hospital social responsibility of hospital reputation and loyalty of the three patients.Conclusion:The empirical results show that the protection for the rights of the patient responsibility of affective reputation has significant positive effects on cognitive reputation and loyalty of patients.Community support responsibility respectively has a significant positive effect on cognitive reputation and loyalty of patients.Cognitive reputation and emotional reputation respectively has a significant positive effect on patient loyalty.Affective reputation plays an intermediary role between the protection for the rights of the patient and patient loyalty duty.Affective reputation plays a mediating role between community support responsibility and patient loyalty,perceived reputation plays an intermediary role between the protection for the rights of the patient and patient loyalty duty.Affective reputation plays an intermediary role between the protection for the rights of the patient and patient loyalty duty.