Satisfied customers are likely to exhibit favourable behavioural intentions, which are beneficial to the healthcare provider’s long-term success. Customers tend to express intentions in positive ways such as praising and preferring the company over others, increasing their purchase volumes or paying premium (Zeithaml & Bitner 2000). Patient satisfaction also influences the rate of patient compliance with physician advice and the healing process of the patient (Roter et al. 1987).
The relationship between service quality and customer satisfaction is somewhat reciprocal (Butt & De Run 2010). Previous research on the relationship can be divided into two schools: one argues a satisfied customer with good perceptions about service quality, thus considering customer satisfaction as a service quality antecedent (Bolton & Drew 1991). The second group suggest that service quality leads to customer satisfaction, considering service quality as a customer satisfaction antecedent (Cronin & Taylor 1992). Nevertheless, both schools agree there is a strong