The Effect of Perceived Value and Overall Satisfaction on Loyalty: A Study among Dental Patients

Abstract

This paper considers each of the concepts of perceived value, overall satisfaction and loyalty. These issues have been extensively considered in various service situations but to a much lesser extent in dental practice. The extant service marketing literature is used to develop a theoretically based model arguing for identified interactions that are formalised in research hypotheses. Research is conducted via a postal survey among a sample of dental patients and a total of 122 valid replies are obtained. Mediated regression is used to determine the effect of perceived value and overall satisfaction on loyalty. Results indicate a partially mediated effect with perceived value having both a direct effect on loyalty as well as an indirect effect via satisfaction. The theoretical implications of the results are considered and suggestions for dentistry practices to improve customer satisfaction and loyalty are made. The limitations of the study are also noted and possible directions for future research are indicated.