Loyalty, perceived value and relationship quality in healthcare services

TLDR

Previous models of loyalty antecedents are largely speculative, prompting this study to adapt an existing framework to better identify those antecedents. The study aims to demonstrate that post‑purchase perceived value and relationship quality are central to explaining loyalty behavior and intentions. Using an agency‑theory‑based conceptual framework, the authors derive post‑purchase perceived value and relationship quality constructs and test a causal model with a sample of hospital users. Results reveal that perceived functional value significantly boosts satisfaction and trust, which in turn are the primary antecedents of loyalty, suggesting firms should incorporate perceived value into their strategies. The study is limited to two hospitals, restricting the generalizability of the findings.

Abstract

Purpose The purpose of this paper is to justify the central role played by post‐purchase perceived value and relationship quality in the explanation of loyalty behaviour/intentions. Design/methodology/approach The paper starts from a conceptual framework based on agency theory. From this theoretical base the concepts of post‐purchase perceived value and relationship quality are derived. The causal model is tested on a sample of hospital users. Findings The results show that perceived functional value exercises a significant influence over consumer satisfaction and trust. The main antecedents of loyalty are trust and satisfaction. Research limitations/implications The analysis has focussed on two hospitals, so the sample, though sufficient, is restricted to two specific cases. Practical implications The recommendation is that firms should introduce into their strategies the concept of perceived value, overcoming a vision excessively focussed on quality. Originality/value The paper has adapted a previous model to identify the antecedents of loyalty. The antecedents that have been identified up to now are highly speculative.