The moderating effect of confidence level on the asymmetric knowledge and uncertainty perception and relationship between customer satisfaction and loyalty in health care

Health Service; it has a special place in the service sector in terms of the emergence of the need, awareness, evaluation of alternatives, meeting the need and after-use evaluation. Being a disease or a patient is one of the most important reasons that leads to the need for health care. People related to diseases; they need to learn a lot about the disease itself, its symptoms, effects and how it can be treated. In this study, it is aimed to examine the effect of knowledge need (lack of knowledge) and uncertainty perception on customer (patient) satisfaction and loyalty, and to determine whether trust level has a moderating effect on this effect. According to the results of the analysis, no significant relationship was found between the need for information and perception of uncertainty. According to the results of the analysis, no significant relationship was found between the need for information and perception of uncertainty. The need for information has been found to have a negative effect on patient satisfaction and loyalty. It was found that the perception of uncertainty had a negative effect on patient satisfaction, but there was no significant relationship between the perception of uncertainty and loyalty. Patient satisfaction was found to have a positive effect on loyalty. In addition, it was found that trust on the effect of information need on uncertainty perception, patient satisfaction and loyalty had a moderating effect. Trust has a moderating effect on the effect of uncertainty perception on patient satisfaction and loyalty. According to the results of the study; Although satisfaction and loyalty are related to different factors in the literature, it is understood that patients' information needs and perception of uncertainty should not be ignored.