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Examining the Impact of Organizational and Customers' Operant Resources on Word-of-Mouth in Preventative Healthcare Service: A Comprehensive Analysis on Children Immunization

Author

Listed:
  • Taimoor Khan Mahsud

    (Iqra University, Islamabad, Pakistan)

  • Mahwish J. Khan

    (Iqra University, Islamabad, Pakistan)

Abstract

According to the service-dominant logic, the customer always contributes their resources to service delivery. This study adopts the service-dominant logic approach to social marketing in the context of preventative healthcare services for children immunization and investigates the influence of organizational (administrative quality, technical quality, and interpersonal quality) and customer operant resources (cultural resources, physical resources, and social resources) on word-of-mouth. Hierarchical multiple regression was used to test our hypotheses and the evidence indicated that all three quality dimensions of organizational operant resources significantly predict word-of-mouth behavior. Conversely, among three types of customer operant resources, social resources significantly predict word-of-mouth. The study contributes empirical insights to services marketing theory, social marketing theory, and practice.

Suggested Citation

  • Taimoor Khan Mahsud & Mahwish J. Khan, 2024. "Examining the Impact of Organizational and Customers' Operant Resources on Word-of-Mouth in Preventative Healthcare Service: A Comprehensive Analysis on Children Immunization," European Journal of Business Science and Technology, Mendel University in Brno, Faculty of Business and Economics, vol. 10(2), pages 185-204.
    • Handle: RePEc:men:journl:v:10:y:2024:i:2:p:185-204
    DOI: 10.11118/ejobsat.2024.009
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    References listed on IDEAS

    as
    1. Le Nguyen Hau, 2019. "The role of customer operant resources in health care value creation," Service Business, Springer;Pan-Pacific Business Association, vol. 13(3), pages 457-478, September.
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    More about this item

    Keywords

    service-dominant logic; social marketing; word-of-mouth; preventative healthcare; children immunization;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M38 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Government Policy and Regulation

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