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Purpose – The purpose of this paper is to justify the central role played by post‐purchase perceived value and relationship quality in the explanation of loyalty behaviour/intentions. Design/methodology/approach – The paper starts from a conceptual framework based on agency theory. From this theoretical base the concepts of post‐purchase perceived value and relationship quality are derived. The causal model is tested on a sample of hospital users. Findings – The results show that perceived functional value exercises a significant influence over consumer satisfaction and trust. The main antecedents of loyalty are trust and satisfaction. Research limitations/implications – The analysis has focussed on two hospitals, so the sample, though sufficient, is restricted to two specific cases. Practical implications – The recommendation is that firms should introduce into their strategies the concept of perceived value, overcoming a vision excessively focussed on quality. Originality/value – The paper has adapted a previous model to identify the antecedents of loyalty. The antecedents that have been identified up to now are highly speculative.
Journal of Service Management – Emerald Publishing
Published: Mar 13, 2009
Keywords: Customer relations; Hospitals; Health services; Customer satisfaction; Patients
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