Abstract
This study investigates the relationships among service encounter, service value, patient satisfaction, and word-of-mouth (WOM) intention from the viewpoint of interactive marketing. Data were collected using a questionnaire survey. A total of 372 questionnaires were obtained and 350 of these questionnaires were valid (94.09%), and a structural equation model was used to analyze the data. This study proposed seven hypotheses, and five of the seven hypotheses were supported. Service encounters indirectly affect their patient WOM through service value and satisfaction. Therefore, service value and satisfaction play a crucial mediating role in linking service encounters and WOM. This study determined WOM intentions in an outpatient service context and provides crucial business implications for teaching hospitals to enable them to improve their service quality and achieve a sustainable operation.
Highlights
The interactive relationship between service providers and customers during service encounters has attracted attention over the past few years in the marketing and management literature
The management concept of medical institutions has since been transformed into providing a healthcare “service encounter” to encourage patients to engage in word-of-mouth (WOM) communication
In order to avoid sample bias, this study examined whether there were common method variance (CMV) problems by using Harman’s one-factor-test [56], which is mainly used for exploratory factor analysis (EFA)
Summary
The interactive relationship between service providers and customers during service encounters has attracted attention over the past few years in the marketing and management literature. People in Taiwan tend not to assess the relationship between service encounters of outpatients and other variables. Since the 1990s, customer orientation has become a crucial concept in the marketing field. The Taiwan healthcare system enables healthcare practitioners to provide excellent service quality and establish long-term and favorable relationships with their patients through service encounters, which are prerequisites for success. The medical industry began valuing the importance of the service management concept. The management concept of medical institutions has since been transformed into providing a healthcare “service encounter” to encourage patients to engage in word-of-mouth (WOM) communication. Interaction with a service provider is a crucial element that influences overall patient satisfaction. In common service encounter situations with consumers, professional service providers focus on effectively
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