The influence of servicescape and service credibility on older adults' intention to recover

Abstract

PurposeBased on the stimuli-organism-response (SOR) model and relationship marketing theory, the paper aims to examine whether servicescape influences trust, service credibility and affective commitment amongst older adults, and their effects on the intention to recover in a rehabilitation setting.Design/methodology/approachThe study takes a quantitative approach, applying confirmatory factor analysis and structural equation model to examine the responses. A total of 400 data were collected using questionnaires distributed to older adults in Malaysia. Respondents were selected based on two criteria: they should be over 65 years, and they should have been visiting the rehabilitation centres in the last 12 months.FindingsThe results suggest that trust and affective commitment play significant roles in increasing the intention of older adults to recover. Contradicting previous research findings, service credibility does not have any significant impact on the intention to recover as hypothesised. The direct effect of service credibility on trust and affective commitment enhances the premise further that the relationship between service credibility and intention to recover is primarily indirect. Even though we expect servicescape to be a significant driver in forming the behaviour of older adults, its impact on intention to recover, trust and affective commitment remain non-significant, with the exception of service credibility.Originality/valuePast studies have focused on the roles of servicescape and service credibility separately. We have extended the literature by examining the combined effects of both servicescape and service credibility. The findings, therefore, contribute to a deeper understanding of the literature on the intention–behaviour relationship in the context of healthcare, as well as in service marketing.

Understanding the process of patient empowerment and their well-being in the context of outpatient services

“…Heathscape and servicescape are two important concepts that have been recognized in healthcare as a means of influencing patient recovery (Han et al. , 2018; Lai and Chong, 2020). The gaps in the literature show that a deeper understanding of how healthscape and servicescape are utilized at the clinic level to empower patient recovery at home has not been studied previously.…”

Does patient empowerment matter in building loyalty?

“…Research on hospital marketing has also highlighted the significance of relationship commitment and the effect it has on patients' loyalty to their doctors (Kim et al, 2008). Scholars such as Lai and Chong (2020) and Zhou et al (2017) posited that relationship commitment has a direct and positive effect on a patient's loyalty to their doctor. Thus, we hypothesise that: Hypothesis 6 Patients' relationship commitment positively affects patient loyalty.…”

“…Generally, patients do not have many options in terms of diagnosis, quality of treatment and medication prescribed; hence, their choice is based on the nature of the patient–doctor relationship. In many ways, potential avenues by which doctors can meet patients' expectations and cultivate loyalty have been discussed extensively (Huang et al., 2019; Lai & Chong, 2020; Moreira & Silva, 2015; Torres et al., 2009; Zhou et al., 2017). From a patient's point of view, relationship commitment and trust in one's doctor are fundamental antecedents to the patient–doctor relationship (Torres et al., 2009).…”

“…Studies pertaining to patient empowerment and patient loyalty to doctors, in particular, have been largely disregarded. Given the importance of patient education (Alicia et al., 2020; Ippolito et al., 2019) and loyalty in building a long‐term patient–doctor relationship (Lai & Chong, 2020; Torres et al., 2009; Zhou et al., 2017), there is a need for further research on the comprehensive role of patient empowerment in building patient loyalty. Our study seeks to extend the existing literature by not only examining the impact of patient empowerment on trust and relationship commitment, but also on the outcome of patient loyalty.…”

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Although studies on empowered employees have produced valuable conclusions, in recent years, scholars have explored the flip-side of service experience through customer empowerment. Scholars and practitioners have urged service-focused firms, such as healthcare providers, transportation companies, hospitality services and financial institutions to drive towards developing long-term relationships with their customers and building loyalty (Lai & Chong, 2020;Morgeson et al, 2020). Central to this view, service organisations can capture greater customer loyalty and therefore more profitable relationships over time by empowering their customers with tailor-made services (Evanschitzky et al, 2012;Morgeson et al, 2020).

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