Service quality effect on satisfaction and word of mouth in the health care industry

This paper aims to study the effect of service quality (SQ) dimensions on satisfaction and word of mouth (WOM) for maternities in Greece.

Based on Parasuraman et al.'s SERVQUAL variables, the authors tried to identify the effects of each variable to satisfaction and WOM. Data were collected through field research among 1,000 mothers who have given birth to a child during the last five years, and the data were analysed using SEM.

The results suggest that, in addition to “satisfaction”, the only service quality dimension that directly affects WOM, is “empathy”. In addition, “empathy” affects “responsiveness”, “assurance” and “tangibles” which in turn have only an indirect effect to WOM through “satisfaction”.

Limitations relate to the use of a non‐probability sample and the restricted geographical area of the field research. This study contributes to the body of academic knowledge by shedding more light into the role of SQ dimensions, and especially “empathy”, in the WOM for maternities.

An understanding of the effect of SQ dimensions in satisfaction and WOM is important to maternities' marketing managers because it offers them the opportunity to take certain actions for improving customers' satisfaction and increase their intention to use positive WOM.

The paper manages to identify the effects of SQ dimensions on satisfaction and WOM, especially in the health care marketing sector.