Research Article


DOI :10.26650/ibr.2022.51.867283   IUP :10.26650/ibr.2022.51.867283    Full Text (PDF)

Customer Experience in Healthcare: Literature Review

Sümeyye Arslan KurtuluşEmrah Cengiz

This paper provides a perspective on customer experience in healthcare services. The aim of this paper is to make a literature research about customer experience in the healthcare sector. In this context, it is examined how customer experience in healthcare is measured, what dimensions it consists of and how customer experience in healthcare relates to other variables. This paper uses a comprehensive literature research method to customer experience in the healthcare sector. This paper suggests that there is no clear definition of the concept of customer experience in healthcare and it consists of many different dimensions. It is determined that there are very limited studies on customer experience in healthcare. Also a commonly accepted scale measuring the customer experience in healthcare has not been found in the literature. Variables related to customer experience in healthcare in previous studies have been identified. The variables related to customer experience in healthcare are found as customer satisfaction and customer loyalty. Previous studies have shown that providing a good customer experience is an important part of providing customer satisfaction and customer loyalty.


PDF View

References

  • Ahmed, F., Burt, J., & Roland, M. (2014). Measuring patient experience: concepts and methods. The Patient-Patient-Centered Outcomes Research, 7(3), 235-241. google scholar
  • Arab, M., Tabatabaei, S. G., Rashidian, A., Forushani, A. R., and Zarei, E. (2012). The effect of service qu-ality on patient loyalty: A Study Of Private Hospitals in Tehran, Iran. Iranian Journal of Public Health, 4(9), 7.1 google scholar
  • Berry, L. L., Carbone, L. P., & Haeckel, S. H. (2002). Managing the total customer experience. MIT Sloan Management Review, 43(3), 85-89. google scholar
  • Berry, L. L., Davis, S. W., & Wilmet, J. (2015). When the customer is stressed. Harvard Business Review, 93(10), 86-94. google scholar
  • Berry, L. L., Wall, E. A., and Carbone, L. P. (2006). Service clues and customer assessment of the service experience: lessons from marketing. Academy of Management Perspectives, 20(2), 43-57. google scholar
  • Borishade, T., Kehinde, O., Iyiola, O., Olokundun, M., Ibidunni, A., Dirisu, J., & Omotoyinbo, C. (2018). Dataset on customer experience and satisfaction in healthcare sector of Nigeria. Data in brief. (20), 18501853. google scholar
  • Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? how is it measured? does it affect loyalty?, Journal of Marketing, 73(3), 52-68. google scholar
  • Buccoliero, L., Bellio, E., & Solinas, E. (2015). Experiential marketing in healthcare: how to improve thro-ugh patients’ eyes. Proceedings the The Academy of Marketing Conference, Retrieved From: http:// programme.exordo.com/am2015/delegates/presentation/285/. google scholar
  • Carbone, L. P., & Haeckel, S. H. (1994). Engineering customer experiences. Marketing management, 3(3), 8-19. google scholar
  • Centers for medicare and medicaid services, HCAHPS: patients’ perspectives of care survey. Retrieved from: https://www.cms.gov/Research-Statistics-Data-and-Systems/Research/CAHPS/HCAHPS1 google scholar
  • Chatterjee, P., Joynt, K. E., Orav, E. J., and Jha, A. K. (2012). Patient experience in safety-net hospitals: implications for improving care and value-based purchasing. Archives of Internal Medicine, 172(16), 1204-1210. google scholar
  • Chen, Y.-K., & Hsieh, T. (2010). A study of the relationship among experiential marketing, experiential value and customer satisfaction. Journal of Statistics and Management Systems, 13(6), 1283-1303. google scholar
  • Çiçek, B. (2015). Deneyimsel pazarlama ve satın alma karar sürecine etkisi: termal turizm sektöründe bir uygulama (The Effect of Experiential Marketing and Purchase Decision Process: An Application of Thermal Tourism Sector) (Master Thesis, Bozok University) Retrieved from: http://dspace.bozok.edu.tr/xmlui/ bitstream/handle/11460/421/380032.pdf?sequence=1 google scholar
  • Czikszentmihalyi, M. (1990). Flow: The psychology of optimal experience. New York: Harper & Row. google scholar
  • De Keyser, A., Lemon, K. N., Klaus, P., & Keiningham, T. L. (2015). A framework for understanding and managing the customer experience. Marketing science ınstitute working paper series, 85(1), 15-121. google scholar
  • Deshwal, P., & Bhuyan, P. (2018). Cancer patient service experience and satisfaction. International Journal of Healthcare Management, 11(2), 88-95. google scholar
  • English National Health System, (2011, February 22). NHS patient experience framework. Retrieved from: https://www.gov.uk/government/publications/nhs-patient-experience-framework. google scholar
  • Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience: an overview of experi-ence components that co-create value with the customer. European Management Journal, 25(5), 395-410. google scholar
  • Greaves, F., Pape, U. J., King, D., Darzi, A., Majeed, A., Wachter, R. M., & Millett, C. (2012). Associations between internet-based patient ratings and conventional surveys of patient experience in the English nhs: an observational study. BMJ Quality and Safety, 21(7), 600-605. google scholar
  • Grewal, D., Levy, M., & Kumar, V. (2009). Customer experience management in retailing: an organizing framework. Journal of Retailing, 85(1), 1-14. google scholar
  • Ho, Y.-C., Li, Y.-C., & Su, T.-H. (2006). A discussion of refractive medical behavior from an experiential marketing viewpoint. Journal of Hospital Marketing and Public Relations, 16(1-2), 45-68. google scholar
  • Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132-140. google scholar
  • Hunter-Jones, P., Line, N., Zhang, J. J., Malthouse, E. C., Witell, L., & Hollis, B. (2020). Visioning a hos-pitality-oriented patient experience (HOPE) framework in health care. Journal of Service Management. doi.10.1108/josm-11-2019-0334. google scholar
  • Jenkinson, C., Coulter, A., Bruster, S., Richards, N., & Chandola, T. (2002).Patients’ experiences and satisfaction with health care: results of a questionnaire study of specific aspects of care. Qual Saf Health Care, 11, 335-339. google scholar
  • Jenkinson, C., Coulter, A., Reeves, R., Bruster, S., & Richards, N. (2003). Properties of the picker patient experience questionnaire in a randomized controlled trial of long versus short form survey instruments. Journal of Public Health, 25(3)., 197-201. google scholar
  • Kabadayı, E. T., & Alan, A. K. (2014). Deneyimsel pazarlama: pazarlamadaki artan önemi (Experiential mar-keting: growing importance in marketing). İşletme Araştırmaları Dergisi, 6(2), 203-217. google scholar
  • Kashif, M., Samsi, S. Z. M., Awang, Z., & Mohamad, M. (2016). EXQ: measurement of healthcare experience quality in Malaysian settings. International Journal of Pharmaceutical and Healthcare Marketing. 10(1), 48-74. google scholar
  • Klaus, P. (2018). Luxury patient experience (LPX): review, conceptualization, and future research directions. The service ındustries journal, 38(1-2), 87-98. google scholar
  • Klaus, P., & Maklan, S. (2012). EXQ: a multiple-item scale for assessing service experience. Journal of Service Management, 23(1), 5-33. google scholar
  • Küçüksaraç, B., & Sayımer, İ. (2016). Deneylmsel pazarlama aracı olarak arttırılmış gerçeklik: türklye’dekl marka deneyımlermin etkıleri üzerine bır araştırma (Augmented reality as an experimential marketing tool: a research about brand experience impacts in Turkey). Istanbul University Faculty of Communica-tion Journal, 51, 73-95. google scholar
  • Kumar, P. (2020). The impact of patient recovery flexibility on service experience in public healthcare. Jour-nal of Asia Business Studies. 14(2), 159-179. google scholar
  • Kumar, R. S., Dash, S., & Malhotra, N. K. (2018). The impact of marketing activities on service brand equ-ity. European Journal of Marketing. 52(3/4), 596-618. google scholar
  • Lee, D. (2019). A model for designing healthcare service based on the patient experience. International Jo-urnal of Healthcare Management, 12(3), 180-188. google scholar
  • Lemke, F., Clark, M., & Wilson, H. (2011). Customer experience quality: and exploration in business and consumer contexts using repertory grid technique. Journal of the Academy of Marketing Science, 39(6), 846-869. google scholar
  • Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer jour-ney. Journal of marketing, 80(6), 69-96. google scholar
  • Lin, C., Nguyen, C., & Lin, B. (2013). Impact of cultural differences on foreign customers’ perceived local Services. Journal of Services Marketing. 27(6), 500-510. google scholar
  • McColl-Kennedy, J. R., Danaher, T. S., Gallan, A. S., Orsingher, C., Lervik-Olsen, L., & Verma, R. (2017). How do you feel today? Managing patient emotions during health care experiences to enhance well-being. Journal of business research, 79, 247-259. google scholar
  • McColl-Kennedy, J. R., Zaki, M., Lemon, K. N., Urmetzer, F., & Neely, A. (2019). Gaining customer expe-rience insights that matter. Journal ofservice research, 22(1), 8-26. google scholar
  • Meyer, C., & Schwager, A. (2007). Customer experience. Harvard Business Review, 85(2), 116-126. google scholar
  • Naidu, A. (2009). Factors affecting patient satisfaction and healthcare quality. International Journal of He-alth Care Quality Assurance, 22(4), 366-381. google scholar
  • Osei-Frimpong, K., Wilson, A., & Owusu-Frimpong, N. (2015). Service experiences and dyadic value co-creation in healthcare service delivery: a CIT approach. Journal of Service Theory and Practice. 25(4), 443-462. google scholar
  • Ozcelik, A. B., & Burnaz, S. (2019). Customer experıence qualıty dımensıons ın health care: perspectıves of ındustry experts. Journal ofManagement Marketing and Logistics. 6(2), 62-72. google scholar
  • Park, G. W., Kim, Y., Park, K., & Agarwal, A. (2016). Patient-centric quality assessment framework for healthcare services. Technological Forecasting and Social Change. 113, 468-474. google scholar
  • Pine II, B. J., & Gilmore, J. H. (1998,). Welcome to the experience economy. Harvard Business Review, July-August, 97-105. google scholar
  • Ponsignon, F., Smart, A., Williams, M., & Hall, J. (2015). Healthcare experience quality: an empirical explo-ration using content analysis techniques. Journal ofService Management. 26(3), 460-485. google scholar
  • Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of interactive marketing, 18(3), 5-14. google scholar
  • Schiavone, F., Leone, D., Sorrentino, A., & Scaletti, A. (2020). Re-designing the service experience in the value co-creation process: an exploratory study of a healthcare network. Business Process Management Journal. 26(4), 889-908. google scholar
  • Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(1-3), 53-67. google scholar
  • Schouten, J. W., McAlexander, J. H., & Koenig, H. F. (2007). Transcendent customer experience and brand community. Journal of the academy of marketing science, 35(3), 357-368. google scholar
  • Shaw, C., & Ivens, J. (2002). The customer experience tsunami in Shaw, C., & Ivens, J. (Ed.), Building Great Customer Experiences (pp.1-14), Switzerland, Springer,. google scholar
  • Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of marketing, 68(1), 1-17. google scholar
  • Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer experience creation: determinants, dynamics and management strategies. Journal of Retailing, 85(1), 31-41. google scholar
  • Weng, R. H., Chen, W. P., Huang, C. Y., Hung, C. H., & Hsu, C. T. (2016). Can nurse innovation improve customer perception of service quality and experience?. Journal Of Clinical Nursing, 25(3-14), 19501961. google scholar
  • Wolf PhD, C. P. X. P., & Jason, A. (2014). Defining patient experience. Patient Experience Journal, 1(1), 7-19. google scholar
  • Wong, E. L., Coulter, A., Hewitson, P., Cheung, A. W., Yam, C. H., Fai Lui, S., & Yeoh, E.-K. (2015). Patient experience and satisfaction with inpatient service: development of short form survey instruments measu-ring the core aspect of inpatient experience. Plos One, 10 (4), 1-12. google scholar
  • Worlu, R., Kehinde, O. J., & Borishade, T. T. (2016). Effective customer experience management in health-care sector of Nigeria. International journal of pharmaceutical and healthcare marketing. 10(4), 449-466. google scholar
  • Wu, C.-C. (2011). The Impact of Hospital Brand Image On Service Quality, Patient Satisfaction And Loyalty. African Journal of Business Management, 5(12), 4873-4882. google scholar
  • World Health Organization. (2016). Report on the public consultation to inform development of the Framework on integrated people-centred health services (No. WHO/HIS/SDS/2016.4). World Health Organization. google scholar

Citations

Copy and paste a formatted citation or use one of the options to export in your chosen format


EXPORT



APA

Arslan Kurtuluş, S., & Cengiz, E. (2022). Customer Experience in Healthcare: Literature Review. Istanbul Business Research, 51(1), 291-312. https://doi.org/10.26650/ibr.2022.51.867283


AMA

Arslan Kurtuluş S, Cengiz E. Customer Experience in Healthcare: Literature Review. Istanbul Business Research. 2022;51(1):291-312. https://doi.org/10.26650/ibr.2022.51.867283


ABNT

Arslan Kurtuluş, S.; Cengiz, E. Customer Experience in Healthcare: Literature Review. Istanbul Business Research, [Publisher Location], v. 51, n. 1, p. 291-312, 2022.


Chicago: Author-Date Style

Arslan Kurtuluş, Sümeyye, and Emrah Cengiz. 2022. “Customer Experience in Healthcare: Literature Review.” Istanbul Business Research 51, no. 1: 291-312. https://doi.org/10.26650/ibr.2022.51.867283


Chicago: Humanities Style

Arslan Kurtuluş, Sümeyye, and Emrah Cengiz. Customer Experience in Healthcare: Literature Review.” Istanbul Business Research 51, no. 1 (Feb. 2023): 291-312. https://doi.org/10.26650/ibr.2022.51.867283


Harvard: Australian Style

Arslan Kurtuluş, S & Cengiz, E 2022, 'Customer Experience in Healthcare: Literature Review', Istanbul Business Research, vol. 51, no. 1, pp. 291-312, viewed 1 Feb. 2023, https://doi.org/10.26650/ibr.2022.51.867283


Harvard: Author-Date Style

Arslan Kurtuluş, S. and Cengiz, E. (2022) ‘Customer Experience in Healthcare: Literature Review’, Istanbul Business Research, 51(1), pp. 291-312. https://doi.org/10.26650/ibr.2022.51.867283 (1 Feb. 2023).


MLA

Arslan Kurtuluş, Sümeyye, and Emrah Cengiz. Customer Experience in Healthcare: Literature Review.” Istanbul Business Research, vol. 51, no. 1, 2022, pp. 291-312. [Database Container], https://doi.org/10.26650/ibr.2022.51.867283


Vancouver

Arslan Kurtuluş S, Cengiz E. Customer Experience in Healthcare: Literature Review. Istanbul Business Research [Internet]. 1 Feb. 2023 [cited 1 Feb. 2023];51(1):291-312. Available from: https://doi.org/10.26650/ibr.2022.51.867283 doi: 10.26650/ibr.2022.51.867283


ISNAD

Arslan Kurtuluş, Sümeyye - Cengiz, Emrah. Customer Experience in Healthcare: Literature Review”. Istanbul Business Research 51/1 (Feb. 2023): 291-312. https://doi.org/10.26650/ibr.2022.51.867283



TIMELINE


Submitted24.01.2021
Accepted20.11.2021
Published Online27.01.2022

LICENCE


Attribution-NonCommercial (CC BY-NC)

This license lets others remix, tweak, and build upon your work non-commercially, and although their new works must also acknowledge you and be non-commercial, they don’t have to license their derivative works on the same terms.


SHARE




Istanbul University Press aims to contribute to the dissemination of ever growing scientific knowledge through publication of high quality scientific journals and books in accordance with the international publishing standards and ethics. Istanbul University Press follows an open access, non-commercial, scholarly publishing.