The effect of multidimensional service quality on word of mouth in university on-campus healthcare centers
ISSN: 1754-2731
Article publication date: 29 April 2021
Issue publication date: 10 June 2022
Abstract
Purpose
The purpose of this paper is to investigate the impact of multidimensional service quality on word of mouth (WOM) in university on-campus healthcare centers.
Design/methodology/approach
Data were collected from self-administered questionnaires involving a sample of 407 currently enrolled student-patients visiting the on-campus university healthcare centers in the Jordanian capital, Amman. Non-probability convenience sampling was performed in this study. Factor analysis and multiple and hierarchical multiple regression methods were used to analyze the data and test the proposed relationships.
Findings
The results show that the primary dimensions (administration quality, interpersonal quality and technical quality) had a significant and positive impact on WOM, with administration quality appearing as the most influential factor leading to WOM. At the subdimensions level, the findings of this study revealed that interaction activity had the most significant predictive value on WOM compared to the other service quality subdimensions. An insignificant relationship between atmosphere, tangibles, relationship activity and WOM was found.
Practical implications
This study suggests that university administrators and managers of other high-contact service sectors (e.g. hospitality and travel services, tourism education services, financial and insurance services and public services) ought to take into consideration both service quality subdimensions and satisfaction as significant strategic endpoints, as these inputs provide a roadmap for administrators to elicit positive WOM from customers with regard to their businesses.
Originality/value
This study provided its contribution by presenting a comprehensive model of WOM formation and offering specific insights for the on-campus healthcare centers in higher education institutions. This is also the first study conducted in the Middle East, particularly in Jordan.
Keywords
Acknowledgements
The first author is grateful to the Applied Science Private University, Amman, Jordan for the financial support granted to this research project.
Citation
Dandis, A.O., Jarrad, A.A., Joudeh, J.M.M., Mukattash, I.L. and Hassouneh, A.G. (2022), "The effect of multidimensional service quality on word of mouth in university on-campus healthcare centers", The TQM Journal, Vol. 34 No. 4, pp. 701-727. https://doi.org/10.1108/TQM-12-2020-0295
Publisher
:Emerald Publishing Limited
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