Numerous health websites are developing rapidly in China and the competition is fierce between these websites. In order to win the competition, the websites operators need to satisfy their customers to attain more market shares. But few attention has been paid to factors affecting customer satisfaction and loyalty on these websites. As a result, the paper aims to empirically explore the factors affecting customer satisfaction and loyalty on health websites based on perceived service quality (responsiveness, empathy and reliability), perceived risk (financial risk and time risk) and trust, and then to propose some targeted measures. A survey was conducted to collect data by means of questionnaires, and a total of 231 usable responses were gathered. Then the hypothesis model was tested using the Structural Equation Modeling(SEM). Results revealed that responsiveness, empathy, time risk and trust had significant impacts on customer satisfaction, whereas reliability and financial risk showed no effects on customer satisfaction. In addition, customer satisfaction and trust significantly influenced customer loyalty. The implications and limitations were discussed .
Liu, Xicheng; Yao, Yanan; and Deng, Zhaohua, "An Empirical Study of Customer Satisfaction and Loyalty on Health Websites" (2017). WHICEB 2017 Proceedings. 1.