Patient engagement behaviors in hospitals: the role of word of mouth and patient helping behaviors
International Journal of Pharmaceutical and Healthcare Marketing
ISSN: 1750-6123
Article publication date: 30 September 2022
Issue publication date: 21 November 2022
Abstract
Purpose
The purpose of this study is to investigate patient perceived value as a stimulus of patient engagement behaviors both from the conceptual and empirical perspectives.
Design/methodology/approach
Based on the stimulus–organism–response framework, the authors developed a model to determine the impact of patient perceived value on patient engagement behavior in health care. The data were collected from a sample of 391 patients hospitalized in private hospitals. Structural equation modeling technique was used to test the research hypotheses.
Findings
The findings confirmed relevance of the service quality dimensions reliability, tangibility, responsiveness and empathy as significant antecedents of patient perceived value. Perceived value plays a significant role in shaping word of mouth and patient helping behaviors.
Research limitations/implications
The findings of this study are relevant and applicable to patients in private hospitals.
Practical implications
This study contributes to the literature by providing new evidence on patient perceived value and engagement behaviors as a response to care quality. With adequate focus on perceived value and service quality, service providers can strengthen the relationship with patients and build a sustainable competitive advantage, by stimulating engagement behaviors in patients.
Originality/value
This study is of unique value to the health-care literature, both from the theoretical and managerial point of views. This study proposes a conceptual model of patient perceived value which can be used in the private health sector. Moreover, this study contributes to the health-care literature by introducing patient-helping behavior.
Keywords
Acknowledgements
The authors thank and appreciate Dr. Mehdi Asgharnejad for his help in data analyses. We also gratefully acknowledge the reviewers of International Journal of Pharmaceutical and Healthcare Marketing for their suggestions.
Citation
Fattahi, M., Farzin, M., Sadeghi, M. and Makvandi, R. (2022), "Patient engagement behaviors in hospitals: the role of word of mouth and patient helping behaviors", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 16 No. 4, pp. 606-623. https://doi.org/10.1108/IJPHM-01-2020-0003
Publisher
:Emerald Publishing Limited
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