Factors affecting healthcare customer experience quality (EXQ) and the impact of EXQ on word of mouth, loyalty and satisfaction

Abstract

Healthcare Customer Experience Quality (EXQ) is not much actively measured by many traditional investigative service quality tools. This current research purpose is firstly to investigate factors affecting Healthcare Customer Experience Quality (EXQ); secondly, to examine the degree of effect each factors have on Customer Experience Quality (EXQ); thirdly, to determine overall Customer Experience Quality (EXQ) impact on Customer Satisfaction, Customer Loyalty and Word of Mouth. Data from 321 survey respondents from Ensure Healthcare Advising Program at Ho Chi Minh City hospitals are collected. We use Confirmatory Factor Analysis, and Structural Equation Modelling-SEM, to test the proposed model. The results show how strong of Peace of Mind and Product Experience impact on Customer Experience Quality and influence on marketing outcomes including Customer Satisfaction, Customer Loyalty and Word of Mouth based on EXQ scale. Limitation and future research are also discussed.