Empirical Research on the Influence of Medical Care Service Encounter Quality on Customer Trust and Behavioral Intentions

Analysis of the composition of medical care service encounter quality, in order to find out specific measures. Effective scale is designed by using the interview questionnaires. Questionnaires were designed for investigation in outpatient clients of public hospital within Anhui. Finally the results are testified by reliability testing, validity testing and regression analysis from using the SPSS16.0 statistical software. Cronbach´s α value of the total scale is 0.967, Cronbach´s α of the variable measuring scale is more than 0.7, and KMO values of the sample are also more than 0.7, which suggesting the research have a high reliability and validity. Only four assumption paths of the total seventeen paths in regression model are not supported. Medical care service encounter quality exerts an influence on customer trust, customer trust exerts an influence on customer behavioral intentions, and simultaneously medical care service encounter quality exerts an influence on customer behavioral intentions directly. At the end, management recommendations are raised by the discussion of the relationship of the three variables.