A study on patient experiential quality, patient trust, brand image and its implication towards behavioral intention

Abstract

Doctor-patient conflict refers to the divergence in cognition and
understanding of certain medical behaviors, methods, attitudes and
consequences between doctors and patients in the process of
diagnosis, treatment and nursing for their own interests, which
results in infringement of the legitimate rights and interests of the
other side. In China, these violent of doctor-patient conflicts have
risen year by year and become an urgent problem to be solved. Some scholars have argued that the aggravated conflict is largely
due to the poor quality of patients' experience, which leads to
patients' distrust of hospitals. The study aims to examine patient
experiential quality, patient trust, brand image and its implication
towards patient behavior intention in the hospital. In this study, 600
patients were selected from three public hospitals and one private
hospital in China for research using the cluster sampling method
and questionnaire. The 492 valid questionnaires were analyzed by
the SPSS software. The study has three findings: experiential
quality has a positive effect on patient behavioral intention in the
hospital; patient trust as a partial mediator between experiential
quality and patient behavioral intention and the mediation effect
value is 23.20%, and Brand image has not the moderating effect on the relationship between patient trust and patient behavior intention.