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Advocacy intentions : the relationship of service quality, satisfaction and personality with a surgical experience

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Advocacy intentions : the relationship of service quality, satisfaction and personality with a surgical experience

Mavidis, Anastasia (2001) Advocacy intentions : the relationship of service quality, satisfaction and personality with a surgical experience. Masters thesis, Concordia University.

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Abstract

In specialized health care services, the context of this study, positive word-of-mouth and referrals are better devices than mass advertising and promotion techniques. Because advocacy intentions are conducive to success in such an industry, they are of prime interest in this study. A patient's willingness to talk to others about their service experience has serious financial outcomes and can serve as a valuable marketing resource to the facility as seen in this study on the Shouldice Hospital. Much literature agrees that service quality and satisfaction are antecedents to positive behavioural intentions. However, the research goal is to study various independent relationships that affect advocacy intentions specifically. This study attempts to prove that advocacy intentions will be highest when patients' perception of overall service quality, technical (physical signals) and functional (human interaction) quality, and satisfaction are at their highest. In addition, personality is added to the model to suggest that certain personality types are positively related to advocacy intentions over others, an area gone understudied

Divisions:Concordia University > John Molson School of Business
Item Type:Thesis (Masters)
Authors:Mavidis, Anastasia
Pagination:x, 106 leaves : ill. ; 29 cm.
Institution:Concordia University
Degree Name:Theses (M.Sc.Admin.)
Program:John Molson School of Business
Date:2001
Thesis Supervisor(s):Paulin, Michele
ID Code:1732
Deposited By:Concordia University Libraries
Deposited On:27 Aug 2009 13:21
Last Modified:08 Dec 2010 10:22
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