A marketing perspective on the influences of waiting time and servicescape on perceived value

Customer’s value perception of products and services is a variable with important implications on the marketing performance of the organizations. In this article we intend to analyse influences of waiting time and servicescape perception on the perceived value of customers of a dental clinic. The empirical research carried out for the elaboration of this article is part of a wider research concerning the multidimensional approach of the service value perceived by clients. Survey findings show that managers working in organizations that provide medical services must give as much importance to all the elements that form value perception: servicescape perception, waiting time perception, technical quality perception and functional perception. The servicescape concept was assessed using five dimensions: accessibility, facility aesthetics, waiting space comfort, electronic displays, facility cleanliness. In order to assess servicescape and waiting time perception we used a five point Likert scale. In order to select the sample that has been interviewed a nonprobability sampling method was chosen, namely convenience sampling. Data analysis implied testing the normal distribution of values using the Skewness and Kurtosis indicators, testing the reliability of each scale, conducting exploratory factor analysis and finally, research hypothesis testing through simple linear regression.