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Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits

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Linking service quality, customer satisfaction, and behavioral intention.

A G Woodside, L L Frey, R T Daly

Journal of Health Care Marketing

|November 5, 1989

Summary

This study demonstrates that higher service quality in hospitals leads to greater customer satisfaction and positive behavioral intentions. These findings confirm a framework linking service quality, satisfaction, and patient loyalty.

Area of Science:

Service Marketing
Consumer Behavior
Healthcare Management

Background:

Existing literature on service quality and script theory provides a foundation for understanding consumer service interactions.
The complex nature of consumer services, such as overnight hospital care, necessitates a nuanced framework to assess performance.
Customer satisfaction and behavioral intentions are critical metrics for service providers aiming for sustained success.

Purpose of the Study:

To propose and test a framework detailing the relationships among service quality, customer satisfaction, and behavioral intention in service purchases.
To develop and apply specific models derived from the general framework to the context of overnight hospital care.
To empirically validate the proposed framework using data from actual hospital patients.

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Main Methods:

Developed a general framework based on service quality and script theory literature.
Created specific models from the general framework for application to overnight hospital care.
Collected data on service quality, customer satisfaction, and behavioral intention from recent patients at two hospitals.

Main Results:

The findings provide strong support for the specific models developed for hospital care.
The results validate the general framework, confirming the interrelationships between service quality, customer satisfaction, and behavioral intention.
Empirical evidence demonstrates the applicability of the framework in a complex service environment.

Conclusions:

The study successfully validates a framework linking service quality, customer satisfaction, and behavioral intention in the context of healthcare services.
Implications for service marketing strategies in healthcare are significant, emphasizing the importance of enhancing service quality to drive patient satisfaction and loyalty.
The research opens avenues for future studies exploring these relationships in diverse service settings and with varied patient populations.