PURPOSE: This study aims to investigate the simultaneous effect of subjective norm, perceived behavioral control and trust on patient loyalty. DESIGN/METHODOLOGY/APPROACH: The empirical data were collected through survey. The respondents of the survey are 157 patients of a health-care service institution in Bogor, Indonesia. Multiple regressions analysis was performed to test the conceptual model and the proposed hypotheses. FINDINGS: The findings showed that subjective norm and trust influence patient loyalty positively. However, this research also found that perceived behavioral control does not influence patient loyalty significantly. RESEARCH LIMITATIONS/IMPLICATIONS: The survey was only conducted at one health-care service institution in Bogor, Indonesia. In addition, convenience sampling method was used. These conditions may cause that the research results can not be generalized to the other contexts. Therefore, replication research is needed to test the stability of the findings in the other contexts. PRACTICAL IMPLICATIONS: Health-care service institutions need to pay attention to trust and subjective norm to establish patient loyalty. ORIGINALITY/VALUE: This study is believed to be the first to develop and test patient loyalty model that includes subjective norm, perceived behavioral control and trust.
PURPOSE: This study aims to investigate the simultaneous effect of subjective norm, perceived behavioral control and trust on patient loyalty. DESIGN/METHODOLOGY/APPROACH: The empirical data were collected through survey. The respondents of the survey are 157 patients of a health-care service institution in Bogor, Indonesia. Multiple regressions analysis was performed to test the conceptual model and the proposed hypotheses. FINDINGS: The findings showed that subjective norm and trust influence patient loyalty positively. However, this research also found that perceived behavioral control does not influence patient loyalty significantly. RESEARCH LIMITATIONS/IMPLICATIONS: The survey was only conducted at one health-care service institution in Bogor, Indonesia. In addition, convenience sampling method was used. These conditions may cause that the research results can not be generalized to the other contexts. Therefore, replication research is needed to test the stability of the findings in the other contexts. PRACTICAL IMPLICATIONS: Health-care service institutions need to pay attention to trust and subjective norm to establish patient loyalty. ORIGINALITY/VALUE: This study is believed to be the first to develop and test patient loyalty model that includes subjective norm, perceived behavioral control and trust.