How Customer Experience Quality Affects Customer Satisfaction-Loyalty with Moderating role of Competitive Choices and Familiarity: Assessment of Private Hospitals in Pakistan

The aim of the present studywas to investigate the role of customer experience quality factors in determining customer loyalty amongprivate hospitalsinPakistan. Customer satisfaction, as a mediator, and familiarity andcompetitive choices, as moderators,have also beenanalyzed to intensify the significance of this study. The associationsamong loyalty, satisfaction,and customer experience quality facetshavebeencomprehensively investigatedwhich havelargely been ignored in prior studiesdespite having considerablesignificance. Cross-sectional data weregatheredusing a convenience sampling technique by distributingself-administered questionnaires in 15 major private hospitals.493 correctly and filled questionnaires, out of 530,were returned indicating thatthe response rate for this study was93%. SPSS-25 and AMOS-22 were used for analyzing the collected data byexecutingdifferent tests i.e. reliability, correlation, multiple regression, moderated regression,and bootstrapping for mediation. The findings of the study demonstrate significant and positive associationsof outcome quality, peer to peer quality,and interaction qualitywith customer loyalty,and partial mediation of customer satisfaction was also identified among these associations. Additionally, this researchhas also evidencedthe insignificant moderating role of familiarity withthe three facets of customer experience quality on customer satisfaction. Moreover, the association betweencustomer satisfaction and loyalty has not been moderated bycompetitive choices. Future studies may be carried out across diversified cultures to test the generalizability of the outcomes of the present study. Managers and policymakers should consider the significance of customer experience quality facets in orderto enhance satisfaction and loyalty among consumers of services provided by the hospital industry.