Document Type : Original Article
Authors
1 MSc, Department of Business Management, School of Management and Economics, Tarbiat Modares University, Tehran, Iran
2 Professor, Department of Business Management, School of Management and Economics, Tarbiat Modares University, Tehran, Iran
Abstract
Introduction: The quality of the provided services impacts the existing and potential customers’ intention to reuse the services and their loyalty. Moreover, service providers can prevent customers from leaving their current organizations and switching to the competitors, through establishing switching costs. This research investigated the effect of perceived service quality and customer switching costs on customer loyalty in hospitals. Methods: The current research was an applied research, and the data were collected using a questionnaire based on descriptive-survey method, and structural equation modeling (SEM). In order to analyze the data, SPSS and SmartPLS software were employed. Results: The positive and meaningful impact of perceived service quality and switching costs on customer loyalty was confirmed. Examination of the effect of service quality dimensions on loyalty showed the positive and meaningful impact of tangible factors, trust, assurance, and empathy on customer loyalty. However, responsiveness had no impact on loyalty. In addition, the moderating role of switching costs on the relation of perceived service quality with customer loyalty, and tangible factors, trust, assurance, and empathy with customer loyalty were confirmed. Nevertheless, the relation of responsiveness with loyalty was not confirmed. Conclusion: According to the research results, it is recommended that hospitals attempt to increase the loyalty of their customers through improving the quality of their services, and establishing switching costs.
Keywords
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