Customer relationship surpasses service quality as an important determinant of behavioral intentions-evidences from medical cosmetology customers in Taipei

Arguing that management principles and solutions can apply to a public service, this study focuses on service quality and customer relationship to facilitate customer loyalty in the health care industry. Five hundred copies of questionnaires were distributed by convenient sampling, of which 332 questionnaires were usable with a response rate of 66.4%. It finds that service quality is an important factor in creating customer satisfaction, providing customer value, and gaining customer loyalty. Moreover, it provides evidence that the influence of customer relationship is far stronger than service quality. The concept of consumer relationship management (CRM) is critical for managing customer satisfaction and loyalty in the medical care field.