Creating customer value in private medical clinics based on an omnichannel interaction system

The purpose of this study is to develop theoretical and methodological approaches and empirical tools that ensure the creation of value for the patient in private clinics through the integration of an omnichannel interaction system. The study includes an analysis of the integration of various communication channels and their impact on the medical services value perception. Modern concepts of consumer value, customer behavioral models, and value co-creation principles were used as a methodological basis. The empirical part was based on a mixed design that included qualitative interviews with experts and quantitative patient surveys (n=619). The results of the study confirmed the significance of personalized communications through digital and traditional channels on the growth of patient satisfaction and loyalty. The introduction of omnichannel systems integrating various communication channels improves the quality of interaction with patients, which leads to an improvement in their overall experience. Omnichannel solutions allow private clinics to create a continuous and consistent customer journey, increasing satisfaction and loyalty.