The Impact of Patient Experience on Loyalty in the Context of Medical-Aesthetic Health Services

The purpose of this study was to determine the antecedents and consequences of patient experience in the context of medical-aesthetic health services. A quantitative study was conducted and data was collected through online surveys. Moreover, data were provided in the field via the administration of questionnaires to patients of medical clinics. The data were analyzed according to structural equation modeling procedures. The results showed that both the relational (communication and involvement) and functional (environment, tangibles, processes, outcomes, competence, monetary cost) dimensions of care have a direct and positive impact on customer experience (CE). This study shows the prevalence of the functional dimension when compared to the relational one, which more strongly influences a patient’s CE. Moreover, CE positively impacts perceived quality, overall satisfaction, and loyalty behaviors.