ABSTRACT
The theory framework of "cognition- emotion-behavior" of the Gestalt Psychology is based on to build the conceptual model to integrate service encounter quality, customer consumption emotion and customer satisfaction. Such a model is also used to raise related hypothesis and verified against the backdrop of the medical service industry. Empirical outcomes prove the following: hospital service encounter quality consists such factors as environment dominance, doctor dominance and nurse dominance; in the course of their consumption in hospitals, patients undergo at the same time positive consumption emotion and negative consumption emotion, as the latter exerts negative impacts on the positive one; hospital service encounter quality bears significant impact on both patient' s consumption emotion and patient satisfaction; positive emotion and negative emotion both bear significant impacts on patient' s satisfaction.