Impact of communication dyads on health-care service experience in Ayurveda

Abstract

Purpose

This paper aims to understand whether the perceptions of the patient’s in the health-care service experience differs in the Ayurveda, and to examine the impact of three critical communication dyads on the patient service experiences in Ayurveda health-care sector.

Design/methodology/approach

The study consists of 436 participants, recruited directly from the inpatients of Ayurveda establishments/hospitals/clinics in Northern Kerala, India. Data was collected through a structured questionnaire. An independent sample t-test was used to find out the differences in the perceptions of Ayurveda health-care consumers towards their health-care service experience. Multiple regression analysis is used to explain the dyadic relationship of patient–firm (PFR), patient–employee (PER) and employee–firm relation (EFR) on the health-care service experience (SE) in the Ayurveda sector.

Findings

The study highlights that the perception of patients on Ayurveda health-care service experience varies according to their socio-economic statuses such as age, gender, annual income and the number of inpatient days. Among the service communication dyads, PFR is the most effective dyadic phase that contributes significantly more towards an improved Ayurveda health-care SE, followed by the PER and EFR.

Research limitations/implications

The findings of the study will be more applicable to the Ayurveda health-care sector, where the doctors and the management have more role in the servicescape.

Practical implications

Health managers have to consider three stakeholders (customers, employees and firm) and the relationship between them. It is valued the PFR more, followed by the PER and EFR.

Social implications

Proper implementation of the suggestions given by the study can improve overall service communications of the different service providers of Ayurveda with good interpersonal manner to achieve better relationships among the three mentioned parties.

Originality/value

The empirical evidence from the study is relevant and timely to the health-care service providers of the country to aid them in providing a better health-care service experience. The study adds value given the increasing trend of lifestyle diseases and subsequent demand in health-care services, especially in the Ayurveda sector.

Citation

Suhail, P. and Srinivasulu, Y. (2020), "Impact of communication dyads on health-care service experience in Ayurveda", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 14 No. 4, pp. 607-621. https://doi.org/10.1108/IJPHM-06-2019-0045