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

Taimoor Khan Mahsud and Mahwish J. Khan
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Taimoor Khan Mahsud: Iqra University, Islamabad, Pakistan
Mahwish J. Khan: Iqra University, Islamabad, Pakistan

European Journal of Business Science and Technology, 2024, vol. 10, issue 2, 185-204

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.

Keywords: service-dominant logic; social marketing; word-of-mouth; preventative healthcare; children immunization (search for similar items in EconPapers)
JEL-codes: M31 M38 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:men:journl:v:10:y:2024:i:2:p:185-204

DOI: 10.11118/ejobsat.2024.009

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