[Factors Affecting Loyalty in International Patients in Taiwan].

Abstract

Background: After the Coronavirus disease 2019 (COVID-19) pandemic, international medical services have continued to flourish and reconfigure, leading to the current intense competition among medical institutions. Understanding loyalty in international patients and its related factors may be referenced and used to enhance loyalty among patients visiting a hospital, thereby enhancing the competitiveness of that medical institution.

Purpose: This study was designed to explore the significant factors that influence the loyalty of international patients.

Methods: The international medical services patient database of a northern medical center was used to extract information on patients who had received services from the international medical center between 2018 and 2022 (n = 3,325). Binary logistic regression analysis was used to calculate the increase in patient loyalty at each quartile, the estimated relative odds ratio (OR) of international patient loyalty, and its 95% confidence interval (CI). Potentially relevant factors controlled in the statistical model included: age, source of information from the unit, and total medical expenses.

Results: This study found that the level of international medical service patient loyalty to the target hospital averaged approximately 15.1%. International medical service patient loyalty differed significantly by age group (45-64 years old), using non-internet sources for information, and spending at least 1 million NT dollars on medical expenses (p < .001). The information source used (OR: 1.72; p < .001; 95% CI [1.33, 2.23]) and total medical expenses (OR: 4.56; p < .001; 95% CI [3.49, 5.95]) were identified as significant predictors of loyalty.

Conclusions / implications for practice: It is hoped the results of this study provide a reference for institutions to promote international medical services, improve international competitiveness, and demonstrate the quality of medical care provided in Taiwan.