Browsing by Subject "Investment theory"
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    Antecedents and Consequences of Relationship Quality: A Study on Private Hospitals in Thailand
    (Assumption University, 2015) Suppasit Sornsri ; Assumption University. Martin de Tours School of Management and Economics
    This study aims at developing a more comprehensive set of dimensions of relationship quality by employing the Investment Theory (Rusbult, 1980). It also focuses on determining the antecedents of relationship quality by applying the Transaction Cost Analysis (TCA) Theory (Williamson, 1985) as well as examining their relative significant relations. Finally, the paper examines the consequences of relationship quality by using the Exit-Voice Theory (Hirschman, 1970). The focal construct in this research is the relationship quality between hospitals and their outpatients. Previous studies have developed relationship quality dimensions mostly in the "want to" aspect and tested their models in various B2B and B2C contexts. However, in a number of long-term relationships, "ought to" and "have to" aspects of a relationship are also important in helping the longevity of the relationship in spite of dissatisfaction in the relationship. Unfortunately, very few empirical studies on relationship quality have captured such dimensions. Therefore, I set out in this paper to study these issues. The questionnaire survey data were gathered from 478 outpatients of a total of four private hospitals in Bangkok, Thailand. The results show that knowledge about patients has the most significant relationship to trust and patient switching risks have the most significant association with both inertia and dependence. The variation in trust explains the most among all the dimensions of relationship quality. Trust and inertia have positive effects on constructive feedbacks and revisit intention. Trust may also discourage switching intention while dependence positively affects revisit intention.
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    Antecedents and Consequences of Relationship Quality: An Exploratory Study on Hospitals in Thailand
    ( 2015-01) Suppasit Sornsri
    The focal construct in this study is the relationship quality between the hospitals and the patients. The previous studies had developed relationship quality dimensions mostly in terms of “want to” aspect and tested their model in various B2B and B2C contexts. However, in several long-term relationships, “ought to” and “have to” aspects of relationship are also important in helping create the relationship longevity in spite of dissatisfaction in the relationship. Very few empirical researches on relationship quality have captured these dimensions. The objectives of this study were to explore the dimensions of relationship quality by using the Investment Theory (Rusbult, 1980); to explore the antecedents of relationship quality by applying the Transaction Cost Analysis (TCA) Theory (Williamson, 1985); and to explore the consequences of relationship quality by using the Exit-Voice Theory (Hirschman, 1970). The in-depth interviews were conducted with 25 respondents who usually visit the same hospital. Trust, inertia, and dependence were found to be the dimensions of relationship quality. The results also found that the antecedents of relationship quality included doctor expertise, knowledge on patient, patient familiarity, perceived hospital image, doctor effective communication, patient switching risks, and hospital alternative scarcity. The three consequences of relationship quality revealed from the in-depth interviews included constructive feedback, revisit intention, and switching intention. All these antecedents and consequences were also found supported in previous literatures.
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