Linking Perceived Service Quality to Relational Outcomes in a Chinese Context

This study develops and tests a model that integrates perceived service quality, satisfaction, trust, and relational outcomes in the context of health care. The model was tested based on data collected from 348 respondents in Hong Kong. Using structural equation modeling, this study shows that perceived service quality is positively associated with satisfaction, which in turn is positively related to trust. Customers' trust in their health-care providers then in turn is positively associated with their compliance with medication prescriptions and advice, which as a result contribute to perceived health-care outcomes. Results also show that satisfaction and perceived health-care outcomes are positively associated with loyalty intentions. Relationship age also moderates the relationship between satisfaction and loyalty intentions.