The Influence of Hospital Service Credibility on Patients’ Revisit Intention
Chai Yin Sia, Kim Piew Lai, Mohd Nazri Mohd Noor, Hishamuddin Ismail, David Yoon Kin Tong, Yee Yen Yuen · The Turkish Online Journal of Design Art and Communication · 2018
This conceptual paper aims at developing a research framework which explains how service credibility influences patients' revisit intention.Service credibility relates to the trustworthiness and the expertise of an organization that delivers on its promises to consumers.However, the context of service credibility remains understudied especially in a hospital setting.The relationship marketing theory will be applied in this study.Besides providing insights on how service credibility influences patients' revisit intention, the decision convenience and affective commitment of patients and their influences on revisit intention will also be investigated.The decision convenience and affective commitment can be considered as the mediators that mediate the relationship between the service credibility and patients' revisit intention.This study provides several implications for marketers and suggestions for future research.