The effect of interactive behaviors of frontline employees on the perceived value of services and customer loyalty: the mediating role of cooperative behaviors and customer citizenship (case study of Tabriz hospitals)

Document Type : Original Article

Authors

1 Master of MBA, Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.

2 Associate Professor, Department of Business Management, Faculty of Economics and Management, Urmia University, Urmia, Iran.

3 Master of Business Management, Department of Business Management, Faculty of Economics and Management, Urmia University, Urmia, Iran.

Abstract

The purpose of this research is to investigate the effect of interactive behaviors of frontline employees on the perceived value of services and customer loyalty with the mediating role of cooperative behaviors and customer citizenship in Tabriz hospitals. The present study is applied in terms of purpose and descriptive-survey in terms of nature and method. The statistical population of the research is the patients of hospitals (private and public) in Tabriz city, and due to the unlimited statistical population, the sample size of 384 people was selected using Cochran's formula. The results of the research show that the interactive behaviors of frontline employees have a positive and significant effect on the perceived value of services, cooperative behaviors and customer citizenship. On the other hand, cooperative behaviors and customer citizenship have a positive and significant effect on the perceived value of services. Likewise, the perceived value of services has a positive and significant effect on customer loyalty. Finally, cooperative behaviors and customer citizenship also play a positive mediating role in the relationship between the interactive behaviors of frontline employees and the perceived value of services. Thus, the general result of the research is that the presence of interactive behaviors of frontline employees and co-creation of value (participatory behaviors and citizenship of customers) can improve the perceived value of the services of medical centers and, as a result, increase the loyalty of customers towards these centers.

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Journal of Business Management Perspective
Volume 22, Issue 54 - Serial Number 88
September 2023
Pages 153-187

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History

  • Receive Date: 27 May 2023
  • Revise Date: 17 August 2023
  • Accept Date: 29 August 2023

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