PERCEIVED SERVICE VALUE, CUSTOMER ENGAGEMENT AND BRAND LOYALTY IN HEALTH CARE CENTRES IN EGYPT

Abstract

This study focused on examining the effect of Cengiz & Kirkbir (2007)'s eight dimensions of perceived value on customer engagement and customer loyalty. Each of the eight dimensions of perceived service value has been studied separately in previous studies. Therefore, this research provides an integrative framework to examine the role all the dimensions of perceived service value in increasing customer engagement and loyalty in health care centres in Egypt. Healthcare centres were chosen because the degree of engagement in the service delivery process has started to increase in the past few years such as engaging the customers in the service delivery plan (e.g. Fitness Monthly Programs), the mechanism of positive/negative recommendation of specific healthcare centres to their friends and family, also to other random users on online social networks, and acquiring a high sense of belonging to their healthcare centre. This has resulted in a great degree of positive behavioural intentions. Also, the active mechanism of receiving complaints and involving the customers in its solving process has been applied in many health care centres. The study focused on the adolescents, youths and adults since they represent the majority of the healthcare centres users according to the context understudy (based on the exploratory research conducted). This research targeted 400 healthcare centres users. In addition, the moderation effect of the brand name of health care centre on the relationship between Hedonics and Customer Engagement was examined. Also, the moderating effect of age on the relationship between service quality and customer engagement was tested. Finally, the mediating effect of customer engagement mediates the relationship between control and customer loyalty was examined.