Keep Them In: How to Drive Dental Consumers’ Loyalty in the Modern Era?

Abstract

In recent years, consumers’ loyalty has become an important issue in health-case in general and in dentistry in particular. Following the increasing activity in dental services, consumer loyalty. This study investigates the factors that influence consumers’ loyalty to their dentist. Data was collected through a self-administered survey to consumers; 489 responses were received and 108 surveys were completed and analyzed. The proposed relationships were tested by using regression analysis in Statistical Package for the Social Sciences (SPSS). Results indicate that consumers’ trust toward their dentist has an effect on consumer loyalty. Further, consumers’ perceived value tends to influence consumer loyalty. However, e-WOM and service’s price do not have an impact on consumer loyalty. These findings have important implications for a manager in dentistry. Managers should increase consumers’ trust and perceived value to keep the consumers coming back to the dental office.

Keywords

• customer loyalty
• trust
• perceived value
• e-WOM
• price