The purpose of this study is (1) to extract key factors of healthcare institution information that patients require to select healthcare institutions and, (2) to develop a strategic model to enhance customer loyalty. The findings aim to explore the experiences of residents visiting their local medical institutions and their information-seeking patterns, including their level of trust in information sources related to their healthcare institutions, their awareness of the importance of information in healthcare institution selection. Additionally, the assumed relationship of the patient with their medical institution with the patient’s illness, and the patient’s awareness of advertising regulations under existing healthcare law is also explored through a questionnaire survey.
