Work

Examining the Impact of Organizational and Customers' Operant Resources on Word-of-Mouth in Preventative Healthcare Service: A Comprehensive Analysis on Children Immunization

Year: 2024

Type: article

Abstract: According to the service-dominant logic, the customer always contributes their resources to service delivery. This study adopts the service-dominant logic approach to social marketing in the context of preventative healthcare services for children immunization and investigates the influence of organizational (administrative quality, technical quality, and interpersonal quality) and customer operant resources (cultural resources, physical resources, and social resources) on word-of-mouth. Hierarchical multiple regression was used to test our hypotheses and the evidence indicated that all three quality dimensions of organizational operant resources significantly predict word-of-mouth behavior. Conversely, among three types of customer operant resources, social resources significantly predict word-of-mouth. The study contributes empirical insights to services marketing theory, social marketing theory, and practice.

Source: European Journal of Business Science and Technology

DOI: 10.11118/ejobsat.2024.009

Authors: Taimoor Khan Mahsud, Mahwish J. Khan

Institution: Iqra University

Language: English

Topic: Customer Service Quality and Loyalty

Subfield: Organizational Behavior and Human Resource Management

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Good health and well-being

Open Access status: diamond

OpenAlex ID: W4405968860