Mehpare Tokay Argan

Relationship among service personal values, service value, satisfaction and loyalty: a preliminary study in private hospitals

Service and value are the two inseparable concepts in experiential service environment. Service personal value is a concept that is subjectively assessed from a consumer perspective, and is associated with service value, consumer satisfaction and loyalty. In this context, the purpose of this study was to examine the relationships between services personal values, service value, satisfaction, and loyalty. Data were collected from persons (250) receiving services from private hospitals using convenience sampling method. The scales of service personal values involving three dimensions (peaceful life, social recognition and social integration) and service value comprising two dimensions (outcome and process) were adapted from Lages and Fernandes (2005), Hau and Thuy (2012). The items of satisfaction and loyalty were adjusted from Oliver (1997) and Zeithaml et al. (1996). Confirmatory factor analysis (CFA) was used to investigate validity and reliability of the scales. Then, a structural equation model (SEM) was developed and tested using data with Lisrel 8.80 software. The results of the study indicates significant relationships between services personal values, service value, satisfaction, and loyalty. Service value have a full mediator effect on satisfaction and loyalty. The results of the study have significant implications as to how well private hospital managers design strategies of health service, satisfaction, and loyalty.