Influence of word of mouth (WOM) in physician selection by the patients in Bangladesh

Abstract

Purpose

This study aims to examine how word of mouth (WOM) from the patients influences the building of trust in the physician.

Design/methodology/approach

Based on the review and synthesis of the previous relevant literature, 03 constructs of WOM and their 19 items were derived. The items were confirmed as well as their reliability and validity were measured through confirmatory factor analysis. The structural relationship between WOM factors and trust in physicians was analyzed with data from 330 personal interviews in Bangladesh. Structural equation modeling (SEM) was performed with the application of AMOS.

Findings

This study demonstrates that the trustworthiness of the source, information about medical care facilities and expertise and information about service experience have a significant direct effect on the level of trust in the physicians. This study delivers an understanding of how individualized social and informal communication, WOM, plays a role in the aspects of health-care-related decisions in developing countries.

Research limitations/implications

Findings of this study shed light on the importance of health-care-related communication strategy development and management, which is yet to be emphasized in research and practice in the developing countries contexts. Based on the findings of this study health-care service providers and key touchpoints in health-care delivery and management can develop client's experience-focused service marketing strategies and practices.

Originality/value

The level of trust in physicians regulates the choice of physician decision and the magnitude of service satisfaction and patients' good feeling issues. In health-care service marketing, research is an under-explored area, while the gap is more when developing countries' contexts are concerned. As a customized model and primary data-based study, this paper contributes to addressing the gap mentioned in the previous statement. The sample size could not be extended as no institutional funding was available for this study.

Citation

Nabi, M.N.U., Zohora, F.T. and Akther, F. (2022), "Influence of word of mouth (WOM) in physician selection by the patients in Bangladesh", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 16 No. 4, pp. 542-560. https://doi.org/10.1108/IJPHM-10-2020-0091