Conceptualising and measuring experiential health-care services: role of consumer involvement

Abstract

Purpose The purpose of this paper are threefold paper are threefold; firstly, to validate and measure significant dimensions of customer experience in the health care sector; secondly, to evaluate the antecedents and dimensions of customer experience and its impact on customer outcomes in health care; and thirdly, to examine the role of customer involvement as a moderator between antecedents and dimensions of customer experience. Design/methodology/approach This study is based upon primary data collection sources, particularly in-depth interviews, focus group interviews and survey methods. Both qualitative and quantitative studies were carried out. This qualitative study was conducted to conceptualize customer experience in the health-care sector. Whereas the quantitative study was undertaken to collect data from randomly selected, experienced 181 respondents for testing the proposed model. Findings Affective, relational and physical have emerged as significant customer experience dimensions in the health-care sector. All three dimensions have a positive and significant impact on the important customer outcomes, that is, satisfaction, attitudinal loyalty and brand equity. Service quality, supportive services and contextual services significantly affect customer experience. Customer involvement moderates the relationship between all the three antecedents and dimensions of customer experience. Research limitations/implications This study is primarily focused on customers' perceptions of the health-care sector. This study’s model could be implemented in different sectors such as lodging, food service, restaurant or other industries as well. Further, the role of moderators, namely, consumer attitudes, service quality, perceived risk, price and past experience, are also suggested to be explored for theorising the customer experience. Originality/value This study makes a maiden attempt to establish affective, relational and physical as three significant dimensions of customer experience in the health-care sector. Sensory and cognitive dimensions are found to be insignificant.