Emotions have been extensively studied in hedonic service sectors but not in utilitarian service sectors. This study aims to address this gap by examining how hospitals’ Servicescape influences the Emotional Satisfaction of their customers, their perception of Service Quality and its subsequent effect on Hospital Image.
Data were collected from 220 respondents from corporate hospitals in the National Capital Territory of Delhi and the neighboring cities of Noida and Gurgaon. The reliability and validity of the scale were established and the relationship among the constructs was tested by structural equations modeling.
Results show that all dimensions of Servicescape, i.e. ambient factors, design factors and social factors have a positive impact on both Emotional Satisfaction and Perceived Service Quality. However, between Emotional Satisfaction and Perceived Service Quality, only Emotional Satisfaction had a positive impact on Hospital Image.
The results of this study can help researchers in understanding the role of Servicescape in the health-care industry.
The results emphasize that hospitals should seek to understand their patients’ perceptions particularly focusing on their emotional reactions to enhance their brand image.
This research is supported by an Indraprastha Senior Research Fellowship from Guru Gobind Singh Indraprastha University awarded to Manik Batra, Reference Number: GGSIPU/DRC/PhD/Adm/IPRF/2017/184.
The authors are deeply indebted to the two anonymous reviewers whose excellent and meticulous feedback has helped elevate this paper to its current level.
Batra, M. and Taneja, U. (2021), "Examining the effect of servicescape, perceived service quality and emotional satisfaction on hospital image", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 15 No. 4, pp. 617-632. https://doi.org/10.1108/IJPHM-04-2020-0026
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