Impact of Service Quality on Customers’ Advocacy; Mediating Role of Customers’ Loyalty: A case of selected Private Hospitals of Peshawar

Sajjad Ahmad Afridi, Wajid Khan, Rehmatullah Bangash

Abstract


The aim of the current study is to determine how service quality influence customers’ advocacy directly and indirectly through customers’ loyalty in private sector hospitals of Peshawar. Famous servqual model used for the analysis of service quality of the selected hospitals. Confirmatory factor analysis used to examine the fitness of the model and then with the help of path analysis hypotheses were checked. After analysis it was found that the relationship of service quality and customer advocacy was fully mediated by customer loyalty. The current study would be very useful for the hospital’s management in evaluation of service quality. Furthermore, the findings of the current study would also be useful in getting more customers. Marketing and management personnel of the hospitals would more emphasis on service quality to produce loyal customer, who eventually turns into advocates.

 


Keywords


Service Quality, Customers’ Loyalty, Customers’ Advocacy, Private Hospitals

Full Text:

PDF HTML

References


Adamson, K., 2011. Interprofessional Empathy in an Acute Healthcare Setting.

Badke-Schaub, P. (2007). Creativity and innovation in industrial design: wishful thinking?

Journal of Design Research, 5(3), 353-367.

Caruana, A. (2002). Service loyalty: the effects of service quality and the mediating

role of customer satisfaction. European journal of marketing, 36(7/8), 811-828.

Chi, E.H., Pirolli, P., Chen, K. and Pitkow, J., 2001, March. Using information scent to model

user information needs and actions and the Web. In Proceedings of the SIGCHI conference on Human factors in computing systems (pp. 490-497). ACM.

Cronin Jr, J. J., & Taylor, S. A. (1992). Measuring service quality: a reexamination

and extension. The journal of marketing, 55-68.

Ganesh, J., Arnold, M. J., & Reynolds, K. E. (2000). Understanding the customer base

of service providers: an examination of the differences between switchers and stayers. Journal of marketing, 64(3), 65-87.

Gilson, L., Alilio, M. and Heggenhougen, K., 1994. Community satisfaction with primary

health care services: an evaluation undertaken in the Morogoro region of Tanzania. Social science & medicine, 39(6), pp.767-780.

Grönroos, C. (1984). A service quality model and its marketing implications.European Journal of marketing, 18(4), 36-44.

Gronroos, C. (1990). Relationship approach to marketing in service contexts: The marketing

and organizational behavior interface. Journal of business research, 20(1), 3-11.

Grönroos, C. (2000). Creating a relationship dialogue: communication, interaction and value.

The marketing review, 1(1), 5-14.

Grönroos, C., 2001. The perceived service quality concept-a mistake? Managing Service

Quality: An International Journal, 11(3), pp.150-152.

Hill, S., Provost, F., &Volinsky, C. (2006). Network-based marketing: Identifying likely

adopters via consumer networks. Statistical Science, 256-276.

Jaffe, J. (2010). Flip the funnel. How to use existing customers to gain new ones,

Hoboken, NJ.

Kim, T.T., Kim, W.G. and Kim, H.B., 2009. The effects of perceived justice on recovery

satisfaction, trust, word-of-mouth, and revisit intention in upscale hotels. Tourism Management, 30(1), pp.51-62.

Kumar, Viswanathan, & Shah, D. (2004). Building and sustaining profitable customer loyalty

for the 21st century. Journal of retailing, 80(4), 317-329.

Lach, J. (2000). “Redeeming qualities”, American Demographics, Vol. 22 No.5, pp. 36 – 8

Mostafa, M.M., 2005. An empirical study of patients' expectations and satisfactions in

Egyptian hospitals. International Journal of Health Care Quality Assurance, 18(7), pp.516-532.

Parasuraman, A., Zeithaml, V. and Berry, L., 2002. SERVQUAL: a multiple-item scale for

measuring consumer perceptions of service quality. Retailing: critical concepts, 64(1), p.140.

Parasuraman, A., Zeithaml, V.A. and Berry, L.L., 1985. A conceptual model of service quality

and its implications for future research. the Journal of Marketing, pp.41-50.

Payne, A., Christopher, M., Clark, M., & Peck, H. (1999). Relationship marketing.strategy

andimplementation.

Priluck, J. (2002). View finders (" Seeing" at LACMA).

Vandamme, R., & Leunis, J. (1993). Development of a multiple-item scale for measuring

hospital service quality. International Journal of Service Industry Management, 4(3), 30-49.

Walz, A., &Celuch, K. (2010). The effect of retailer communication on customer

advocacy: the moderating role of trust. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 23, 95-110.

Zeithaml, V.A., Parasuraman, A. and Berry, L.L., 1990. Delivering quality service: Balancing

customer perceptions and expectations. Simon and Schuster




DOI: https://doi.org/10.31529/sjms.v5i1.363

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Creative Commons License
Sarhad Journal of Management Sciences by Sarhad University of Science & Information Technology is licensed under a Creative Commons Attribution 4.0 International License.
Based on a work at suit.edu.pk