Loyalty and positive word-of-mouth: patients and hospital personnel as advocates of a customer-centric health care organization.
The ability to attract and retain loyal customers depends on the successful implementation of a customer-centric strategy. Customer loyalty is an attitude about an organization and its' services that is manifested by intentions and behaviors of re-patronization and recommendation. In the context of many medical services, loyalty through repeat patronization is not pertinent, whereas loyalty through positive word-of mouth (WOM) recommendation can be a powerful marketing tool. The Shouldice Hospital, a well-known institution for the surgical correction of hernias, instituted a marketing plan to develop a stable base of patients by creating positive WOM advocacy. This study focused on the consequences of both hernia patient overall satisfaction (and overall service quality) and hospital personnel satisfaction on the level of positive WOM advocacy. Using a commitment ladder of positive WOM advocacy, respondents were divided into three categories described as passive supporters, active advocates and ambassador advocates. Patient assessments of overall satisfaction and service quality were significantly related to these progressive levels of WOM for recommending the hospital to potential patients. Similarly, the satisfaction of the hospital employees was also significantly related to these progressive levels of positive WOM about recommending the hospital to potential patients and to potential employees. High levels of satisfaction are required to create true ambassadors of a service organization.
Ferguson
Ronald J
RJ
Department of Management, John Molson School of Business, Concordia University, 1455 de Maisonneuve Boulevard West, GM 503-75, Montreal, Quebec, Canada H3G 1M8. rferguson@jmsb.concordia.ca
Paulin
Michele
M
Leiriao
Elizabeth
E
D015331:Cohort Studies; D003142:Communication; D006302:Health Services Research; D006552:Hernia, Inguinal / Q000601:surgery*; D015285:Hospital-Patient Relations; D006786:Hospitals, Urban / Q000458:organization & administration* / Q000592:standards; D006801:Humans; D008297:Male; D008389:Marketing of Health Services; D009864:Ontario; D017060:Patient Satisfaction / Q000706:statistics & numerical data*; D011369:Professional-Patient Relations; D011785:Quality Assurance, Health Care; D012017:Referral and Consultation; D011795:Surveys and Questionnaires