Abstract
The aim of the present study was to investigate the role of customer experience quality
factors in determining customer loyalty among private hospitals in Pakistan. Customer
satisfaction, as a mediator, and familiarity and competitive choices, as moderators, have
also been analyzed to intensify the significance of this study. The associations among
loyalty, satisfaction, and customer experience quality facets have been comprehensively
investigated which have largely been ignored in prior studies despite having considerable
significance. Cross-sectional data were gathered using a convenience sampling technique
by distributing self-administered questionnaires in 15 major private hospitals. 493
correctly and filled questionnaires, out of 530, were returned indicating that the response
rate for this study was 93%. SPSS-25 and AMOS-22 were used for analyzing the collected
data by executing different tests i.e. reliability, correlation, multiple regression, moderated
regression, and bootstrapping for mediation. The findings of the study demonstrate
significant and positive associations of outcome quality, peer to peer quality, and
interaction quality with customer loyalty, and partial mediation of customer satisfaction
was also identified among these associations. Additionally, this research has also
evidenced the insignificant moderating role of familiarity with the three facets of customer
experience quality on customer satisfaction. Moreover, the association between customer
satisfaction and loyalty has not been moderated by competitive choices. Future studies
may be carried out across diversified cultures to test the generalizability of the outcomes
of the present study. Managers and policymakers should consider the significance of
customer experience quality facets in order to enhance satisfaction and loyalty among
consumers of services provided by the hospital industry.
Kashif Abrar, Muhammad Ali Saeed, Sabir Ali, Israr Ahmad. (2020) How Customer Experience Quality Affects Customer Satisfaction-Loyalty with Moderating role of Competitive Choices and Familiarity: Assessment of Private Hospitals in Pakistan, Sukkur IBA Journal of Management and Business , Volume 7, Issue 1.
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