UPSI Digital Repository (UDRep)
Start | FAQ | About

QR Code Link :

Type :article
Subject :HD28 Management. Industrial Management
Main Author :Wan Salmuni Wan Mustaffa
Additional Authors :Rafiduraida Abdul Rahman
Hariyaty Ab Wahid
Noor Lela Ahmad
Mass Hareeza Ali
Title :A cognitive-affective-behavioral responses of customer experience (CAB-CE) model for service delivery improvement in the healthcare industry
Place of Production :Tanjong Malim
Publisher :Fakulti Pengurusan dan Ekonomi
Year of Publication :2020
Corporate Name :Universiti Pendidikan Sultan Idris
PDF Full Text :Click to view PDF file

Abstract : Universiti Pendidikan Sultan Idris
The healthcare industry is shifting towards customer-focused similar to other service industries. The healthcare service providers and theorists have developed various measurement tools of customer experience (CE) to sustain the business. However, there are still unresolved issues related to CE measurement tools in the healthcare context need to be addressed. First, CE measurement tools still fail to capture the customers’ journey towards healthcare service experiences truly. Second, the relevant variables representing each phase of CE, as well as their interrelationships, have rarely been explored and examined in the healthcare service industry. Thus, this research aims to develop and validate a CE measurement model by considering the relevant variables by representing three phases of customers’ journey towards healthcare service delivery, namely cognitive, affective, and behaviour responses (CAB-CE). This research was conducted at Malaysian public hospitals. The customers who experienced service delivery at Malaysian public hospitals were selected as the respondents. The data were gathered via a questionnaire sent to the respondents using the convenience sampling technique. In total, 215 completed questionnaires were then proceeding to the data analysis stage. The structural equation modelling (SEM) using AMOS was performed to test the applicability of the model developed. SEM was also performed to simultaneously test the relationships among the variables of CE in a single model. The results revealed the validity and applicability of the CAB-CE model in measuring the CE in the healthcare service industry. Besides, the structural analysis has proven the relationships among the variables of customers’ journey phases. Developing a CAB-CE model is hoped to contribute to the improvement of the existing CE measurement tools, both practically and theoretically, within the context of healthcare service.  

References

[1] Bitkina, O. V., Kim, H. K., & Park, J. “Usability and user experience of medical devices: An overview of the current state, analysis methodologies, and future challenges”, International Journal of Industrial Ergonomics, Vol. 76, No. March 2020, pp. 102932, 2020

[2] Kashif, M., Samsi, S. Z. M., Awang, Z., & Mohamad, M. “EXQ: measurement of healthcare experience quality in Malaysian settings: A contextualist perspective”. International Journal of Pharmaceutical and Healthcare, Vol. 10, No. 1, pp. 27–47, 2016.

[3] Jaakkola, E., Helkkula, A., Aarikka-Stenroos, L., Kandampully, J. & Duddy, R. “Service experience co-creation: conceptualization, implications, and future research directions”, Journal of Service Management, Vol. 26, No. 2, pp. 182-205, 2015.

[4] John, J., Yatim, F.M. & Mani, S.A. “Measuring service quality of public dental health care facilities in Kelantan, Malaysia”, Asia-Pacific Journal of Public Health. Vol. 23, No. 5, pp. 742-753, 2011.

[5] Shaw, C., Dibeehi, Q., & Walden, S. Customer Experience: Future Trends and Insights. United Kingdom: Palgrave Macmillan, 2010

[6] Parasuraman, A., Zeithaml, V. A., & Berry, L. L. “A conceptual model of service quality and its implications for future research”, Journal of Marketing, Vol. 49, No. Fall 1985, pp. 41–50, 1985.

[7] Parasuraman, A., Zeithaml, V. A., Berry, L. L. "SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality", Journal of Retailing, Vol. 64, No. 1, pp. 12–40, 1988.

[8] Parasuraman, A., Zeithaml, V. A., Berry, L. L. "Refinement and reassessment of the SERVQUAL scale", Journal of Retailing, Vol. 4, No. Winter 1991, pp. 420–450, 1991.

[9] Cronin, J. J., & Taylor, S. A. "Measuring quality : a reexamination and extension", Journal of Marketing, Vol. 56, No. 3, pp. 55–68, 1992..

[10] Grönroos, C. "A service quality model and its marketing implications", European Journal of Marketing, Vol. 18, No. 4, pp. 36–44, 1984.

[11] Frost & Sullivan. Malaysia Customer Experience Index in Banking, Telecoms & Insurance Sectors. https://ww2.frost.com/news/press-releases/frost-sullivan-malaysia, 2016.

[12] Walter, U., Edvardsson, B., & Öström, Å. "Drivers of customers’ service experiences: A study in the restaurant industry", Managing Service Quality, Vol. 20, No. 3, pp. 236–258, 2010.

[13] Ng, I. C. L., & Frobes, J. "Education as a service: the understanding of university experience through the service logic", Journal of Marketing for Higher Education, Vol 19, No. 1, pp. 38–64, 2009.

[14] Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger,

L. A. "Customer experience creation: Determinants, dynamics and management strategies", Journal of Retailing, Vol. 85, No. 1, pp. 31–41, 2009.

[15] Edvardsson, B., Enquist, B., & Johnston, R. "Cocreating customer value through hyperreality in the pre-purchase service experience", Journal of Service Research, Vol. 8, No. 2, pp. 149–161, 2005.

[16] LaSalle, D., & Britton, T. A. Priceless: Turning Ordinary Products into Extraordinary experiences. Boston: Harvard Business School Press, 2003.

[17] Johnston, R., & Clark, G. Service Operations Management: Improving Service Delivery. London: Prentice-Hall, 2001.

[18] Schmitt, B. H. Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act and Relate to Your Company and Brands. Free Press, New York, 1999.

[19] Mascarenhas, O. A., Kesavan, R., & Bernacchi, M. "Lasting customer loyalty: a total customer experience approach", Journal of Consumer Marketing, Vol. 23, No. 7, pp. 397–405, 2006.

[20] Meyer, C., & Schwager, A. "Understanding customer experience", Harvard Business Review, pp. 1–11, 2007.

[21] Palmer, A. "Customer experience management: a critical review of an emerging idea", Journal of Services Marketing, Vol. 24, No. 3, pp. 196–208, 2010.

[22] Grace, D., & O’Cass, A. "Examining service experiences and post-consumption evaluations", Journal of Services Marketing, Vol. 18, No. 6, pp. 450–461, 2004.

[23] Ki, E. J., & Hon, L. C. "Causal linkages among relationship quality perception, attitude, and behaviour intention in a membership organization", Corporate Communications: An International Journal, Vol. 17, No. 2, pp. 187–208, 2012.

[24] Kwun, D. J. W. "Effects of campus foodservice attribute on perceived value, satisfaction, and consumer attitude: A gender-difference approach", International Journal of Hospitality Management, Vol. 30, No. 2, pp. 252–261, 2011.

[25] Han, H., & Kim, Y. "An investigation of green hotel customers’ decision formation: Developing an extended model of the theory of planned behaviour", International Journal of Hospitality Management, Vol. 29, No. 4, pp. 659–668, 2010.

[26] Usak, M., Kubiatko, M., Shabbir, M. S., Viktorovna Dudnik, O., Jermsittiparsert, K., & Rajabion, L. "Health care service delivery based on the Internet of things: A systematic and comprehensive study", International Journal of Communication Systems, Vol. 33, No. 2, pp. 4179, 2020. [27] Wilkie, W. L. Consumer Behavior (3rd eds.). United States of America: John Wiley & Sons, Inc., 1994.

[28] Lages, L. F., & Fernandes, J. C. "The SERPVAL scale: A multi-item instrument for measuring personal service values", Journal of Business Research, Vol. 58, No. 11, pp. 1562–1572, 2005.

[29] Zeithaml, V. A. "Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence", Journal of Marketing, Vol. 52, No. 3, pp. 2–22, 1988.

[30] Olson, J. C. & Reynolds, T. Advertising and Consumer Psychology. Lexington (MA): Lexington Books, 1983.

[31] Young, S., & Feigin, B. "Using the benefit chain for improved strategy formulation", Journal of Marketing, Vol. 39, No. 3, pp. 72–74, 1975.

[32] Gutman, J. "Exploring the nature of linkages between consequences and values", Journal of Business Research, Vol. 22, No. 2, pp. 143–148, 1991.

[33] Cronin, J. J., Brady, M. K., Brand, R. R., Jr, R. H., & Shemwell, D. J. "A cross-sectional test of the effect and conceptualization of service value", Journal of Service Marketing, Vol. 11, No. 6, pp. 375–391, 1997.

[34] Rokeach, M. The Nature of Human Values. New York: The Free Press, 1973.

[35] Westbrook, R. A., & Reilly, M. D. "Value-percept disparity: an alternative to disconfirmation of expectations theory of satisfaction", Advances in Consumer Research, Vol. 10, pp. 256–261, 1983

[36] Chen, C. F. "Investigating structural relationships between service quality, perceived value, satisfaction, and behavioural intentions for air passengers: Evidence from Taiwan", Transportation Research Part A: Policy and Practice, Vol. 42, No. 4, pp. 709–717, 2008.

[37] Gooding, S. K. S. "Quality, sacrifice, and value in hospital choice", Journal Health Care Marketing, 15(4), 24–31, 1995.

[38] Taylor, S. A., & Baker, T. L. "An assessment of the relationship between service quality and customer satisfaction in the formation of consumers’ purchase intentions", Journal of Retailing, Vol. 70, No. 2, pp. 163–178., 1994

[39] Westbrook, R. A., & Oliver, R. L. "The dimensionality of and consumer consumption emotion satisfaction patterns", Journal of Consumer Research, Vol. 18, No. 1, pp. 84–91, 1991.

[40] Azjen, I., & Fishbein, M. Understanding Attitudes and Predicting Social Behavior. Eaglewood Cliffs, NJ: Prentice-Hall, 1980.

[41] Salazar, A., Costa, J., & Rita, P. "A service quality evaluation scale for the hospitality sector: Dimensions, attributes and behavioural intentions", Worldwide Hospitality and Tourism Themes, Vol. 2, No. 4, pp. 383–397, 2010.

[42] Smith, A., & Reynolds, N. "Affect and cognition as predictors of behavioural intentions towards services", International Marketing Review, Vol. 26, No. 6, pp. 580–600, 2009.

[43] Baker, D. A., & Crompton, J. L. "Quality, satisfaction and behavioural intentions", Annals of Tourism Research, Vol. 27, No. 3, pp. 785–804, 2000.

[44] Ajzen, I. "The theory of planned behaviour", Organizational Behavior and Human Decision Processes, Vol. 50, No. 2, pp. 179–211, 1991.

[45] Kahle, L. R. Social Values and Social Change: Adaptation to Life in America. New York: Praeger publishing, 1983.

[46] Mitchell, A. The Nine American LifeStyles. New York: Warner, 1983.

[47] Ledden, L., Kalafatis, S. P., & Samouel, P. "The relationship between personal values and the perceived value of education", Journal of Business Research, Vol. 60, No. 2007, pp. 965–974, 2007.

[48] Yu, Y., & Dean, A. "The contribution of emotional satisfaction to consumer loyalty", International Journal of Service Industry Management, Vol. 12, No. 3, pp. 234–250, 2001.

[49] Liljander, V., & Strandvik, T. "Emotions in service satisfaction", International Journal of Service Industry Management, Vol. 8, No. 2, pp. 148–169, 1997.

[50] Zeithaml, V. A., Berry, L. L., & Parasuraman, A. "The behavioural consequences of service quality", Journal of Marketing, Vol. 60, No. April, pp. 31–46, 1996.

[51] Oliver, R. L. Satisfaction: A Behavioral Perspective on the Consumer. Boston, MA: Irwin-McGraw-Hill, 1997.

[52] Bagozzi, R. P. "The self-regulation of attitudes, intentions and behaviour", Social Psychology Quarterly, Vol. 55, No. 2, pp. 178–204, 1992.

[53] Johnston, R., & Kong, X. "The customer experience: a road-map for improvement", Managing Service Quality, Vol. 21, No. 1, pp. 5–24, 2011.

[54] Drotskiie, A. "Customer experience as a strategic differentiator in retail banking", Global Business & Technology Association, pp. 362–368, 2009.

[55] Gentile, C., Spiller, N., & Noci, G. "How to sustain the customer experience: An overview of experience components that co-create value with the customer", European Management Journal, Vol. 25, No. 5, pp. 395–410, 2007.

[56] Thuy, P. N., & Hau, L. N. "Service personal values and customer loyalty: a study of banking services in a transitional economy", International Journal of Bank Marketing, Vo;. 28, No. 6, pp. 465–478, 2010.

57] Laverie, D. A., Kleine III, R. E., & Kleine, S. S. "Linking the emotions and values in consumption experiences: an exploratory study", Advances in Consumer Research, Vol. 20, No. 1, pp. 70–75, 1993.

[58] Khademalomoum, S. Effect of Service Personal Values on Evaluation of Higher Education Service. Doctoral thesis, Eastern Mediterranean University, North Cyprus, 2011.

[59] Oliver, R. L. "Cognitive, affective, and attribute bases of the satisfaction responses", Journal of Consumer Research, Vol. 20, No. December 1993, pp. 418–430, 1993.

[60] Chiou, J. S. "The antecedents of consumers’ loyalty toward internet service providers", Journal of Information & Management, Vol. 41, No. 2004, pp. 685–695, 2004.

[61] Lam, S. Y., Shankar, V., Erramilli, M. K., & Murthy, B. "Customer value, satisfaction, loyalty, and switching costs: An illustration from a business-to-business service context", Journal of the Academy of Marketing Science, Vol. 32, No. 3, pp. 293–311, 2004.

[62] Ryu, K., Lee, H.-R., & Kim, W. G. "The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions", International Journal of Contemporary Hospitality Management, Vol. 24, No. 2, pp. 200–223, 2012.

[63] White, C., & Yu, Y. T. "Satisfaction emotions and consumer behavioural intentions", Journal of Services Marketing, Vol. 19, No. 6, pp. 411–420, 2005.

[64] Hicks, J. M., Behe, B. K., Page, T. J., Dennis, J. H., & Fernandez, R. T. "Delighted consumers buy again", Journal of Customer Satisfaction, Dissatisfaction and Complaining Behavior, 18(5), 94–104, 2005.

[65] Carlson, D. S., & Kacmar, K. M. "Work-family conflict in the organization: Do life role values make a difference?", Journal of Management, Vol. 26, No. 5, pp. 1031–1054, 2000.

[66] Corfman, K. P., Lehmann, D. R., & Narayan, S. "Values, utility and ownership: Modeling the relationship for consumers durables", Journal of Retailing, Vol. 67, No. Summer, pp. 184–204, 1991.

[67] Linh, N. T. C., & Thuy, P. N. "Different paths from personal service values to customer loyalty: a study of retail banking services" World Business Economics and Finance Proceedings, Thailand, 2011.

[68] Marandi, E., Little, E., & Sekhon, Y. "The impact of personal values on the perception of service provider empathy and customer loyalty", The Business Review, Vol. 5, No. 2, pp. 339–343, 2006.

[69] Brady, M. K., & Robertson, C. J. "Searching for a consensus on the antecedent role of service quality and satisfaction: An exploratory cross-national study". Journal of Business Research, Vol. 51, No. 1, pp. 53–60, 2001.

[70] Wang, C. "Service quality, perceived value, corporate image, and customer loyalty in the context of varying levels of switching costs", Psychology and Marketing, Vol. 27, No. 3, pp. 252–262, 2010.

[71] Lee, C. K., Yoon, Y. S. & Lee, S. K. "Investigating the relationships among perceived value, satisfaction, and recommendations: The case of the Korean DMZ", Tourism Management, Vol. 28, No. 1, pp. 204–214, 2007

[72] Alexandris, K., Dimitriadis, N., & Markata, D. "Can perceptions of service quality predict behavioural intentions? An exploratory study in the hotel sector in Greece", Managing Service Quality, Vol. 22, No. 4, pp. 224–231, 2002.

[73] Ministry of Health Malaysia. http://www.moh.gov.my.

[74] Krejcie, R. V, & Morgan, D. W. "Determining sample size for research activities", Educational & Psychological Measurement, Vol. 30, pp. 607–610, 1970.

[75] Nunnally, J. Psychometric Theory. New York: McGraw-Hill, 1978.

[76] Kline, R. B. Principles and Practice of Structural Equation Modeling (3rd ed.). New York: The Guilford Press, 2011.

[77] Byrne, B. M. Structural Equation Modeling with AMOS: Basic Concepts, Applications and Programming (2nd ed.). New Jersey: Lawrence Erlbaum Associates, Inc., 2010.

[78] Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. Multivariate Data Analysis (7th Eds.). Upper Saddle River, NJ: Prentice Hall, Inc, 2010.

[79] Zainudin, A. Structural Equation Modeling Using AMOS. UiTM, 2012.

[80] Mbelwa, L. "Factors influencing the use of accounting information in Tanzanian local government authorities", The Public Sector Accounting, Accountability, and Auditing in Emerging Economies: Research in Accounting in Emerging Economics, Vol. 15, pp. 143-177, 2015.

[81] Wong, A. "The role of emotional satisfaction in service encounters", Managing Service Quality, Vol. 14, No. 5, pp. 365–376, 2004.

[82] Mavondo, F. T., Tsarenko, Y., & Gabbott, M. "Education international and local student satisfaction: resources and capabilities perspective", Journal of Marketing for Higher Education, Vol. 14, No. 1, pp. 37–41, 2008.

[83] Ramsay, S., Barker, M., & Jones, E. "Academic adjustment and learning processes: A comparison of international and local students in the first-year university" Higher Education Research & Development, Vol. 18, No. 1, pp. 129–144, 1999.

[84] Hasbollah, H.R., Nazaruddin, M. Y., and Nawi, M.N.M. "The green and sustainable care facilities of elderly care home: An Exploratory Study of Rumah Seri Kenangan Cheras, Selangor" Indian Journal of Public Health Research and Development, 9(11), 1430-1439, 2018.

 


This material may be protected under Copyright Act which governs the making of photocopies or reproductions of copyrighted materials.
You may use the digitized material for private study, scholarship, or research.

Back to previous page

Installed and configured by Bahagian Automasi, Perpustakaan Tuanku Bainun, Universiti Pendidikan Sultan Idris
If you have enquiries with this repository, kindly contact us at pustakasys@upsi.edu.my or Whatsapp +60163630263 (Office hours only)