Patient loyalty to health care organizations: Strengthening and weakening (satisfaction and provider switching)

This study tested a model of patient loyalty, patient satisfaction, and providers switching. The data were analyzed in two separate stages but linked sequentially with structural equation modeling using partial least squares. A comparison of expectations and actual experiences of patients revealed two effects. If their actual experience was better than their expectations, they became loyal, but if the opposite occurred, they generally switched to other health care providers. This negative effect was not observed when the patients’ treatment modes were considered—they would still choose the health service because of imposed circumstances. The switching behavior of the patient is also not a moderating variable.