A model for backgrounds and implications of customer experience management in dental centers considering the variable role of word of mouth using a phenomenological approach

Shakiba Tabar, Shaghayegh; Nematizadeh, Sina; Saeidnia, Hamidreza

doi:10.22075/ijnaa.2021.5345

A model for backgrounds and implications of customer experience management in dental centers considering the variable role of word of mouth using a phenomenological approach

Document Type : Research Paper

Authors

Shaghayegh Shakiba Tabar ¹

Sina Nematizadeh ¹

Hamidreza Saeidnia ²

¹ Department of Business Management, Tehran Central Branch, Islamic Azad University, Tehran, Iran.

² Department of Business Management, Tehran North Branch, Islamic Azad University, Tehran, Iran

10.22075/ijnaa.2021.5345

Abstract

This research aimed to provide a model for backgrounds and implications of customer experience management in dental centers considering the variable role of word of mouth using a phenomenological approach. In this mixed-method study, the researcher used a phenomenological approach to identify the components of the customer experience in dental centers and then tested the model by a quantitative method. The data collection instrument was in-depth interview and protocol with 23 dental clinic managers and clients with which the researcher reached theoretical saturation. In the next stage, the required data were distributed among 320 patients of the dental clinic in District 2 and 4 of Tehran Municipality, and the results were analyzed by PLS software. Finally, the researcher extracted 152 open source codes, coded and selected them based on the theoretical literature, and presented the results in six main dimensions and 28 sub-dimensions. The researcher has presented the research results in the form of a model with six main dimensions, including customer experience, satisfaction of the medical staff, word of mouth of various dental services, strengthening the clinic brand, satisfaction with the clinical environment, and 28 sub-dimensions. Customer experience has had a positive and significant effect on word of mouth.

Keywords

Customer experience

Brand

Word of mouth

Phenomenology

[1] T. O. S. Angel, A study of omni-channel retailing: The impact of integration quality on omni-satisfaction and
omni-loyalty in apparel retail business, (2014).
[2] M. APJII , Profil pengguna internet indonesia 2014. Jakarta: Puskakom UI, (2015).
[3] R. D. Blackwell, P. W. Miniard and J. F. Engel, Consumer behavior. Singapore: Cengage Learning Asia Pte
Ltd, (2012).
[4] E. Brynjolfsson, Y. J. Hu and M. S. Rahman, Competing in the age of omnichannel retailing, MIT Sloan Management Review, 54(4) (2013) 23-29.
[5] D. Carroll and I. Guzman, The new omni- channel approach to serving customers: Strategy implications for
communication service providers, (2015).[6] J. L. G. Carvalho and M. C. Campomar, Multichannel at retail and omni-channel: Challenges for marketing and
logistics, Business and Management Review, 4(3) (2014) 103-113.
[7] D. Chaffey, E-business and e-commerce management: Strategy, management, and application (5th ed.). London:
Prentice-Hall, Inc, (2011).
[8] C. Changchit, R. Cutshall and S. Loreta, Shopping cart abandonment: Indonesian perspectives, (2014).
[9] L. S. Cornish and C. Moraes, The impact of consumer confusion on nutrition literacy and subsequent dietary
behavior, Psychology and Marketing, 32(5) (2015) 558-574.
[10] M. Criteo State of mobile commerce: Apps and cross-device lead mobile business, (2015).
[11] M. F. Diallo, Effects of store image and store brand price-image on store brand purchase intention: Application
to an emerging market, Journal of Retailing and Consumer Services, 19(3) (2012) 360-367.
[12] A. Driss , H. Garmani, M. El Amrani, M. Baslam and M. Fakir, Customer Confusion Environment in Telecommunication Networks: Analysis and Policy Impact, International Journal of Cooperative Information Systems
28(2019).
[13] M. Forrester, Customer desires vs retailer capabilities: Minding the omni-channel commerce gap, (2014).
[14] N. V. Nielsen, E-commerce: Evolution or revolution in the fast-moving consumer goods world, (2014).
[15] L. G. Schiffman and J. Wisenblit, Consumer behavior (11th ed.). Boston: Pearson Education Limited, (2015).
[16] M. R. Solomon, Consumer behavior: Buying, having, and being (10th ed.). Boston: Pearson Education, (2013).