Antecedents and Consequences of Relationship Quality: An Exploratory Study on Hospitals in Thailand

Abstract

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.