Reconciling the dimensions of healthcare service quality and experience quality using PLS-SEM

Purpose Traditional methods of measuring service quality are incompatible in capturing consumer experience quality (CXQ), as they frequently overlook the interpersonal aspects of service delivery. This study introduces and validates an integrative framework that reinforces healthcare service quality by implementing the dimensions of CXQ. Design/methodology/approach Focusing on literature related to consumer experience, healthcare management and service co-design, this study operationalises the stimulus-organism-response (S-O-R) model to analyse quality dimensions’ influence on consumer-perceived satisfaction and loyalty behaviours. An empirical approach, including partial least squares structural equation modelling (PLS-SEM), was followed to analyse consumer data. Findings Both healthcare service quality (HCSQ) and experience quality (HCXQ) showed a positive and significant influence on outcome variables. Considering path coefficients, HCSQ showed a stronger association with patient satisfaction, whereas HCXQ had a comparatively stronger effect on patients’ loyalty behaviour. The model also examined the indirect effect of HCSQ and HCXQ on patient loyalty. In both cases, patient satisfaction partially mediated the relationship. Originality/value The outcome of this study emphasises the missing components of the existing service quality models and strengthens quality assessment by focusing on experiential aspects.