With the deepening of the marketization and opening up of the medical industry, private medical institutions have sprung up like mushrooms. Their business scale and profits have been greatly improved, and they also have a particular reputation in the industry. However, with the continuous participation of competitors, the Red Sea crisis of private medical institutions has gradually emerged, and the development is affected by many factors, such as policy, management mode, public recognition and so on. In recent years, the loss of customers is severe, the loyalty of stock customers is generally not high, and the market share is decreasing year by year. Therefore, it is urgent to find the relevant factors that affect the customer loyalty of private medical institutions and formulate targeted strategies to help enterprises improve customer loyalty and work performance. At present, the research in this field is rare. Taking customers of three large private medical institutions in Shanghai as research objects, this paper designs questionnaires from service quality, brand awareness, customer satisfaction, customer trust, customer loyalty and other aspects using questionnaires and interviews. Three hundred thirty-six formal questionnaires were sent out, and 302 valid questionnaires were returned, with an effective rate of 90%; Effective interviews with ten institutional and group customer leaders. Based on the above results, the following conclusions are drawn: service quality and brand awareness can directly and significantly affect customer loyalty and affect customer loyalty through customer satisfaction and customer trust. Finally, it summarizes and discusses the relationship and mechanism among service quality, brand awareness, customer satisfaction, customer trust and employment, and provides suggestions and measures for promoting customer loyalty in private medical institutions.
Keywords: Private experience institutions；Service quality；Brand awareness；Customer loyalty