Loyalty, perceived value and relationship quality in healthcare services

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.