A Review of the Effective Factors on the Motivation and Intention of Patients Visiting Yazd Research Center for Infertility

Today the main goal of existing medical clinics is to absorb new clients, encourage client return, and promote advertisement of services through the word of mouth. Retaining clients and encouraging their return by winning their satisfaction are considered a key strategy for clinics and medical centers presently. The present study aims to examine factors contributing to client return in medical clinics. The model of the research was developed using variables including perceived treatment quality, perceived value, perceived service, patient satisfaction, trust in Staff, trust in clinic, and return intention, as well as perceived price reasonability which served as a modifying variable. The research was an applicable one in terms of goal and a correlational one in terms of methodology. Data were collected from among 174 people referring to the infertility research & treatment center of Yazd through a simple method using questionnaires and surveys. The SPSS 18 software was employed to analyze the collected data, and the LISREL 8.72 software was utilized to confirm the relationship between the variables using confirmatory factor analysis (CFA) and structural equation modeling (SEM). Results showed that perceived service has a significant impact on patient satisfaction. The results also confirmed the existence of a direct relationship between perceived value and patient satisfaction. Also, patient satisfaction was directly related to trust in Staff, and a link was observed between patient satisfaction and trust in clinic leading to client return. Perceived price reasonability modified the impact of patient satisfaction on trust in clinic, modifying return intention consequently.

کلیدواژه ها:

perceived value ، perceived service ، trust in Staff ، trust in clinic ، return intention