Research On The Relationship Between Medical Service Quality And Patient Loyalty Of Private Hospitals

With the growth of GDP per capita,the public’s investment in health has increased,and the demand for health care has also increased simultaneously.Based on the background of national policy-intensive support for social medical treatment,the opening of hospitals by private capital has become a new trend.The increasing number of private hospitals means that competition among hospitals is increasingly fierce,and patient loyalty is the core element of competition.As the public’s requirements for the quality of medical services continue to increase,the service objectives of the medical industry have changed.The focus of patients’ attention is not limited to superb medical technology,and the quality of medical services plays an indispensable role.Based on the service profit chain model and the American customer satisfaction index model,this paper takes the medical service quality as the starting point,combines the patient’s perceived value and patient satisfaction,and constructs a research model of medical service quality on patient loyalty.Combined with the actual characteristics of private hospitals,the SERVPERF model is optimized and adjusted to measure the quality of medical services from the six dimensions of tangibility,reliability,responsiveness,guarantee,empathy and economy;the perceived value of patients is measured from three aspects: functional value,emotional value and social value;measure patient satisfaction from three aspects: overall satisfaction,satisfaction of consumption experience and correctness of consumption decision;measure patient loyalty based on attitude loyalty and behavioral loyalty.According to the above dimension division,the corresponding scales and questionnaires were designed.The patients in private hospitals in Shanxi Province were selected as survey objects.Questionnaire data were collected through field investigation and time-limited collection.The reliability and validity of the data were tested by SPSS 22.0 and Amos 20.0 statistical software,and the structural equation model analysis and stepwise regression analysis were used.The following conclusions were drawn: the quality of medical service has a direct impact on patient loyalty;patient perceived value and patient satisfaction have a mediating role between the quality of medical service and patient loyalty,in which the mediating role of patient perceived value is more obvious;the impact of various dimensions of medical service quality focuses on three dimensions: empathy,tangibility and economy.The study provides theoretical support and guidance for further improving patient loyalty and ensuring economic and social benefits of private hospitals.it also provides important practical reference for private hospitals to dig loyal patients,and provides a descriptive basis for private hospital managers to develop improvement strategies,which is important for the sustainable development of private hospitals.