Understanding patients’ behavioral intentions

Ehsan Zarei · Mohammad Arab · Seyed Mahmoud Tabatabaei · Arash Rashidian · Abbas Rahimi Forushani · Roghayeh Khabiri

42 citations0/0 files storedJournal of Health Organization and Management

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Customer Service Quality and Loyalty Patient Satisfaction in Healthcare Healthcare Quality and Satisfaction

Abstract

PURPOSE: In the ever-increasing competitive market of private hospital industry, creating a strong relationship with the customers that shapes patients' loyalty has been considered a key factor in obtaining market share. The purpose of this paper is to test a model of customer loyalty among patients of private hospitals in Iran. DESIGN/METHODOLOGY/APPROACH: This cross-sectional study was carried out in Tehran, the capital of the Islamic Republic of Iran in 2010. The study samples composed of 969 patients who were consecutively selected from eight private hospitals. The survey instrument was designed based on a review of the related literature and included 36 items. Data analysis was performed using structural equation modeling. FINDINGS: For the service quality construct, three dimensions extracted: Process, interaction, and environment. Both process and interaction quality had significant effects on perceived value. Perceived value along with the process and interaction quality were the most important antecedents of patient overall satisfaction. The direct effect of the process and interaction quality on behavioral intentions was insignificant. Perceived value and patient overall satisfaction were the direct antecedents of patient behavioral intentions and the mediators between service quality and behavioral intentions. Environment quality of service delivery had no significant effect on perceived value, overall satisfaction, and behavioral intentions. ORIGINALITY/VALUE: Contrary to previous similar studies, the role of service quality was investigated not in a general sense, but in the form of three types of qualities including quality of environment, quality of process, and quality of interaction.

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1991The theory of planned behavior 1998Principles and Practice of Structural Equation Modeling 1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1996The Behavioral Consequences of Service Quality 1999Whence Consumer Loyalty?2000Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments 1992A National Customer Satisfaction Barometer: The Swedish Experience

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