CUSTOMER DELIGHT DAN ADVOKASI PASIEN: PERAN PELAYANAN PRIMA MENYENANGKAN PASIEN PADA KIDS DENTAL SPA
DOI:
https://doi.org/10.29040/jie.v8i4.15890Abstrak
Understanding how service excellence influences pediatric dental patient behavior is critical in formulating effective marketing strategies. This study examines the feelings and actions of patients (parents and children) when they receive excellent service compared to others, using the concept that emotions can be triggered by certain events to understand their impact on patient behavior (affective event theory). In a survey of 136 pediatric dental patients, we analyzed how service excellence affects three types of customer behavior: Customer delight, speaking positively about the product or service (customer advocacy), and patient loyalty. The results showed that excellent service increases (pediatric) patient delight, encouraging them to advocate and return for dental care. However, unexpectedly, our findings also show that the effect of service excellence in increasing patients' customer delight tends to be lower in those with a high tendency to seek attention (attention-seeking motive), due to a lack of authenticity or perceived benefit from the treatment received. Therefore, this study reveals the complex dynamics of service excellence in enhancing patient delight, advocacy, and patient loyalty, while demonstrating the importance of individual differences in influencing these processes.
Referensi
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Akhtar, N., Kim, W.G., Ahmad, W., Akhtar, M.N., Siddiqi, U.I., & Riaz, M. (2019). Mechanisms of consumers’ trust development in reviewers’ supplementary reviews: a reviewer-reader similarity perspective. Tourism Management Perspective, 31, 95–108.
Aksoy, N. C., & Yazici, N. (2023). Does justice affect brand advocacy? Online brand advocacy behaviors as a response to hotel customers’ justice perceptions. Journal of Retailing Consumer Services, 73, 103310.
Ashari, F. (2023). Maesa Dental Clinic lengkapi perawatan gigi dengan edukasi menyeluruh. https://www.antaranews.com/berita/3841638/maesa-dental-clinic-lengkapi-perawatan-gigi-dengan-edukasi-menyeluruh. Diunduh 6 November 2023.
Basu, R., Lim, W. M., Kumar, A., & Kumar, S. (2023). Marketing analytics: the bridge between customer psychology and marketing decision-making. Psychology Marketing, 40(12), 2588–2611.
Beatty, S. E., & Ferrell, M. E. (1998). Impulse buying: modeling its precursors. Journal of Retailing, 74(2), 169–191.
Chitturi, R., Raghunathan, R. & Mahajan, V. (2008). Delight by design: the role of hedonic versus utilitarian benefits. Journal of Marketing, 72(3), 48–63.
Chang, W., Song, J. H., & Lee, S., (2020). Observation of other’s preferential treatment as a constructive catalyst for improved repatronize intentions. Journal of Retailing Consumer Services. 57, 102214.
Chark, R., & Wang, J.Q. (2024). Relationship norm moderate observers’ reaction to unearned preferential treatment. Journal Traveller Research, 63(4), 923–939.
Chakraborty, D., Siddiqui, A., Siddiqui, M., & Alatawi, F. M. H., (2022). Exploring consumer purchase intentions and behavior of buying ayurveda products using SOBC framework. Journal of Retailing Consumer Services, 65, 102889.
Collier, J. E., Barnes, D.C., Abney, A.K., & Pelletier, M. J. (2018). Idiosyncratic service experiences: when customers desire the extraordinary in a service encounter. Journal Business Research, 84, 150–161.
Convenience, Perceived. 2023. “CUSTOMER PERCEPTION ; E-WALLET USED AS A NON-CASH.†18(1): 10–20.
Dhandra, T. K. (2020). Does self-esteem matter? A framework depicting role of self-esteem between dispositional mindfulness and impulsive buying. Journal of Retailing Consumer Services, 55, 102135.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal Marketing Research, 18,39–50.
Guchait, P., Kim, M. G., & Roseman, M. G. (2014). Error management at multiple organizational levels: impact on customer self-esteem and delight. Journal Foodservice Business Research, 17(5), 450–471.
Gupta, R. K. (2022). Effects of confidence and social benefits on consumers’ extra-role and inrole behaviors: a social identity and social exchange perspective. Journal of Retailing Consumer Services, 65, 102879.
Gwinner, K. P., Gremler, D. D., & Bitner, M. J. (1998). Relational benefits in services industries: the customer’s perspective. Journal of Academic Marketing Science, 26, 101–114.
Homburg, C., Droll, M., & Totzek, D. (2008). Customer prioritization: does it pay off, and how should it be implemented? Journal Marketing, 72 (5), 110–130.
Hallikainen, H., Luongo, M., Dhir, A., & Laukkanen, T. (2022). Consequences of personalized product recommendations and price promotions in online grocery shopping. Journal of. Retailing Consumer Services, 69, 103088.
Hair, J. F., Ringle, C.M., & Sarstedt, M. (2011). PLS-SEM: indeed a silver bullet. Journal Marketing Theory Practice, 19, 139–152.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. Euro Business Review, 31(1), 2–24.
Huang, Q., Dastane, O., Cham, T. H., & Cheah, J. H. (2024). Is ‘she’ more impulsive (to pleasure) than ‘him’ during livestream e-commerce shopping? Journal of Retailing Consumer Services, 78, 103707.
Jiang, L., Hoegg, J., & Dahl, D.W. (2013). Consumer reaction to unearned preferential treatment. Journal Consumer Research, 40, 412–427.
Kim, H., & Jang, S. S. (2021). Is differential treatment in response to service failures effective? The roles of comparison, loyalty, and scarcity messages. International Journal of Hospitality Management, 95, 102952.
Kim, S., Kim, M. & Choi, L. (2024). “Going the extra mileâ€: an integrative model of customer delight. International Journal of Contemporrer Hospitality Management, 36(4), 1193–121.
Kim, S., & Chang, H. J . J., 2023. Mechanism of retail therapy during stressful life events: the psychological compensation of revenge consumption toward luxury brands. Journal of Retailing Consumer Services, 75, 103508.
Lang, L. D., Lim, W. M., & Guzm´an, F. (2022). How does promotion mix affect brand equity? Insights from a mixed-methods study of low involvement products. Journal Business Research, 141, 175–190.
Lacey, R., Suh, J., & Morgan, R.M. (2007). Differential effects of preferential treatment levels on relational outcomes. Journal Service Research, 9(3), 241–256.
Lawer, C., & Knox, S. (2006). Customer advocacy and brand development. Journal of Product Brand Management, 15 (2), 121–129.
Lee, S. A., & Shea, L. (2015). Investigating the key routes to customers’ delightful moments in the hotel context. Journal Hospitality Marketing Management. 24 (5), 532–553.
Lim, W. M., Rasul, T., Kumar, S., & Ala, M. (2022). Past, present, and future of customer engagement. Journal Business Research, 140, 439–458.
Lim, W. M., & Ting, D. H. (2010). Young adults’ susceptibility to interpersonal influence: a case of apparel purchases. International Journal of Management Study. 17(2), 143–164.
Mattila, A. S., Hanks, L., & Zhang, L. (2013). Existential guilt and preferential treatment: the case of an airline upgrade. Journal Travelling Research, 52(5), 591–599.
Maturo, A., & Rosiello, M. G. (2013). Psychological and social motivations to the purchase of technological goods: fuzzy mathematical models of interpretation. Procedia-Social and Behavioral Sciences, 84, 1845–1849.
Mayser, S. (2011). Perceived Fairness of Differential Customer Treatment. Technische Universit¨at München.
Meyer-Waarden, L. (2015). Effects of loyalty program rewards on store loyalty. Journal of Retailing Consumer Services, 24, 22–32.
Mayser, S., & von Wangenheim, F. (2013). Perceived fairness of differential customer treatment: consumers’ understanding of distributive justice really matters. Journal Services Research, 16 (1), 99–113.
Meyer-Waarden, L., Bruwer, J., & Galan, J. P. (2023). Loyalty programs, loyalty engagement and customer engagement with the company brand: consumer-centric behavioral psychology insights from three industries. Journal of Retailing Consumer Services, 71, 103212.
Mvondo, G. F. N., Jing, F., & Hussain, K. (2023). What’s in the box? Investigating the benefits and risks of the blind box selling strategy. Journal of Retailing Consumer Services, 71, 103189.
Nusrat, F., & Huang, Y. (2024). Feeling rewarded and entitled to be served: understanding the influence of self-versus regular checkout on customer loyalty. Journal of Business Research, 170, 114293.
Oliver, R. L., Rust, R.T., & Varki, S. (1997). Customer delight: foundations, findings, and managerial insight. Journal Retailing, 73(3), 311–336.
Pontes, V., Greer, D.A., Pontes, N., & Beatson, A. (2023). Need for distinction moderate customer responses to preferential treatment.
Journal Service Marketing, 37(4), 409–419.
Pez, V., Butori, R., & de Kerviler, G. (2015). Because I’m worth it: the impact of given versus perceived status on preferential treatment effectiveness. Journal Business Research, 68, 2477–2483.
Parasuraman, A., Ball, J., Aksoy, L., Keiningham, T.L., & Zaki, M. (2021). More than a feeling? Toward a theory of customer delight. Journal of Service Management, 32(1), 1–26.
Park, J., & Li, W. (2023). “I got it FIRSTâ€: antecedents of competitive consumption of a new product. Journal of Retailing Consumer Services, 73, 103367
Podsakoff, P., MacKenzie, S. B. Jeong-Leon, L., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88, 879–903.
Podsakoff, P. & Organ, D. (1986). Self-reports in organizational research: Problems and prospects. Journal Management, 12, 531–544.
Roy, S. K. (2013). Consequences of customer advocacy. Journal Strategy Marketing, 21(3), 260–276.
Soderlund, M., Liljander, V., Gummerus, J., Hellman, P., Lipkin, M., & Oikarinen, E. L., (2014). Preferential treatment in the service encounter. Journal Service Management, 25 (4), 512–530.
Soderlund, M., & Colliander, J. (2015). Loyalty program rewards and their impact on perceived justice, customer satisfaction, and repatronize intentions. Journal of Retailing Consumer Service. 25, 47–57.
Tessaro, J. A., Harms, R., & Schiele, H. (2023). How startups become attractive to suppliers and achieve preferred customer status: factors influencing the positioning of young firms. Industrial Marketing Management. 113, 100–115.
Tyrvainen, O., Karjaluoto, H. & Saarijarvi, H. (2020). Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail. Journal of Retailing Consumer Services, 57, 102233.
Urban, G. (2004). The emerging era of customer advocacy. MIT Sloan Management Review, 45(2), 77–82.
Verhagen, T., & van Dolen, W. (2011). The influence of online store beliefs on consumer online impulse buying: a model and empirical application. Information of Management. 48(8), 320–327.
Wang, X. ., & He, A. Z. (2022). The impact of retailers’ sustainable development on consumer advocacy: a chain mediation model investigation. Journal of Retailing Consumer Services, 64, 102818.
Wong, A. (2023). How social capital builds online brand advocacy in
luxury social media brand communities. Journal of Retailing Consumer Services, 70, 103143.
Weiss, H. M., & Cropanzano, R. (1996). Affective events theory: a theoretical discussion of the structure, causes and consequences of affective experiences at work. Research Organization Behavior. 18 (1), 34–74.
Xia, L., & Kukar-Kinney, M. (2014). For our valued customers only: examining consumer responses to preferential treatment practices. Journal of Business Research, 67 (11), 2368 – 2375.
Xia, L., & Kukar-Kinney, M. (2014). For our valued customers only: examining consumer responses to preferential treatment practices. Journal Business Research, 67(11), 2368–2375.
Akhtar, N., Kim, W.G., Ahmad, W., Akhtar, M.N., Siddiqi, U.I., & Riaz, M. (2019). Mechanisms of consumers’ trust development in reviewers’ supplementary reviews: a reviewer-reader similarity perspective. Tourism Management Perspective, 31, 95–108.
Aksoy, N. C., & Yazici, N. (2023). Does justice affect brand advocacy? Online brand advocacy behaviors as a response to hotel customers’ justice perceptions. Journal of Retailing Consumer Services, 73, 103310.
Ashari, F. (2023). Maesa Dental Clinic lengkapi perawatan gigi dengan edukasi menyeluruh. https://www.antaranews.com/berita/3841638/maesa-dental-clinic-lengkapi-perawatan-gigi-dengan-edukasi-menyeluruh. Diunduh 6 November 2023.
Basu, R., Lim, W. M., Kumar, A., & Kumar, S. (2023). Marketing analytics: the bridge between customer psychology and marketing decision-making. Psychology Marketing, 40(12), 2588–2611.
Beatty, S. E., & Ferrell, M. E. (1998). Impulse buying: modeling its precursors. Journal of Retailing, 74(2), 169–191.
Chitturi, R., Raghunathan, R. & Mahajan, V. (2008). Delight by design: the role of hedonic versus utilitarian benefits. Journal of Marketing, 72(3), 48–63.
Chang, W., Song, J. H., & Lee, S., (2020). Observation of other’s preferential treatment as a constructive catalyst for improved repatronize intentions. Journal of Retailing Consumer Services. 57, 102214.
Chark, R., & Wang, J.Q. (2024). Relationship norm moderate observers’ reaction to unearned preferential treatment. Journal Traveller Research, 63(4), 923–939.
Chakraborty, D., Siddiqui, A., Siddiqui, M., & Alatawi, F. M. H., (2022). Exploring consumer purchase intentions and behavior of buying ayurveda products using SOBC framework. Journal of Retailing Consumer Services, 65, 102889.
Collier, J. E., Barnes, D.C., Abney, A.K., & Pelletier, M. J. (2018). Idiosyncratic service experiences: when customers desire the extraordinary in a service encounter. Journal Business Research, 84, 150–161.
Convenience, Perceived. 2023. “CUSTOMER PERCEPTION ; E-WALLET USED AS A NON-CASH.†18(1): 10–20.
Dhandra, T. K. (2020). Does self-esteem matter? A framework depicting role of self-esteem between dispositional mindfulness and impulsive buying. Journal of Retailing Consumer Services, 55, 102135.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal Marketing Research, 18,39–50.
Guchait, P., Kim, M. G., & Roseman, M. G. (2014). Error management at multiple organizational levels: impact on customer self-esteem and delight. Journal Foodservice Business Research, 17(5), 450–471.
Gupta, R. K. (2022). Effects of confidence and social benefits on consumers’ extra-role and inrole behaviors: a social identity and social exchange perspective. Journal of Retailing Consumer Services, 65, 102879.
Gwinner, K. P., Gremler, D. D., & Bitner, M. J. (1998). Relational benefits in services industries: the customer’s perspective. Journal of Academic Marketing Science, 26, 101–114.
Homburg, C., Droll, M., & Totzek, D. (2008). Customer prioritization: does it pay off, and how should it be implemented? Journal Marketing, 72 (5), 110–130.
Hallikainen, H., Luongo, M., Dhir, A., & Laukkanen, T. (2022). Consequences of personalized product recommendations and price promotions in online grocery shopping. Journal of. Retailing Consumer Services, 69, 103088.
Hair, J. F., Ringle, C.M., & Sarstedt, M. (2011). PLS-SEM: indeed a silver bullet. Journal Marketing Theory Practice, 19, 139–152.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. Euro Business Review, 31(1), 2–24.
Huang, Q., Dastane, O., Cham, T. H., & Cheah, J. H. (2024). Is ‘she’ more impulsive (to pleasure) than ‘him’ during livestream e-commerce shopping? Journal of Retailing Consumer Services, 78, 103707.
Jiang, L., Hoegg, J., & Dahl, D.W. (2013). Consumer reaction to unearned preferential treatment. Journal Consumer Research, 40, 412–427.
Kim, H., & Jang, S. S. (2021). Is differential treatment in response to service failures effective? The roles of comparison, loyalty, and scarcity messages. International Journal of Hospitality Management, 95, 102952.
Kim, S., Kim, M. & Choi, L. (2024). “Going the extra mileâ€: an integrative model of customer delight. International Journal of Contemporrer Hospitality Management, 36(4), 1193–121.
Kim, S., & Chang, H. J . J., 2023. Mechanism of retail therapy during stressful life events: the psychological compensation of revenge consumption toward luxury brands. Journal of Retailing Consumer Services, 75, 103508.
Lang, L. D., Lim, W. M., & Guzm´an, F. (2022). How does promotion mix affect brand equity? Insights from a mixed-methods study of low involvement products. Journal Business Research, 141, 175–190.
Lacey, R., Suh, J., & Morgan, R.M. (2007). Differential effects of preferential treatment levels on relational outcomes. Journal Service Research, 9(3), 241–256.
Lawer, C., & Knox, S. (2006). Customer advocacy and brand development. Journal of Product Brand Management, 15 (2), 121–129.
Lee, S. A., & Shea, L. (2015). Investigating the key routes to customers’ delightful moments in the hotel context. Journal Hospitality Marketing Management. 24 (5), 532–553.
Lim, W. M., Rasul, T., Kumar, S., & Ala, M. (2022). Past, present, and future of customer engagement. Journal Business Research, 140, 439–458.
Lim, W. M., & Ting, D. H. (2010). Young adults’ susceptibility to interpersonal influence: a case of apparel purchases. International Journal of Management Study. 17(2), 143–164.
Mattila, A. S., Hanks, L., & Zhang, L. (2013). Existential guilt and preferential treatment: the case of an airline upgrade. Journal Travelling Research, 52(5), 591–599.
Maturo, A., & Rosiello, M. G. (2013). Psychological and social motivations to the purchase of technological goods: fuzzy mathematical models of interpretation. Procedia-Social and Behavioral Sciences, 84, 1845–1849.
Mayser, S. (2011). Perceived Fairness of Differential Customer Treatment. Technische Universit¨at München.
Meyer-Waarden, L. (2015). Effects of loyalty program rewards on store loyalty. Journal of Retailing Consumer Services, 24, 22–32.
Mayser, S., & von Wangenheim, F. (2013). Perceived fairness of differential customer treatment: consumers’ understanding of distributive justice really matters. Journal Services Research, 16 (1), 99–113.
Meyer-Waarden, L., Bruwer, J., & Galan, J. P. (2023). Loyalty programs, loyalty engagement and customer engagement with the company brand: consumer-centric behavioral psychology insights from three industries. Journal of Retailing Consumer Services, 71, 103212.
Mvondo, G. F. N., Jing, F., & Hussain, K. (2023). What’s in the box? Investigating the benefits and risks of the blind box selling strategy. Journal of Retailing Consumer Services, 71, 103189.
Nusrat, F., & Huang, Y. (2024). Feeling rewarded and entitled to be served: understanding the influence of self-versus regular checkout on customer loyalty. Journal of Business Research, 170, 114293.
Oliver, R. L., Rust, R.T., & Varki, S. (1997). Customer delight: foundations, findings, and managerial insight. Journal Retailing, 73(3), 311–336.
Pontes, V., Greer, D.A., Pontes, N., & Beatson, A. (2023). Need for distinction moderate customer responses to preferential treatment.
Journal Service Marketing, 37(4), 409–419.
Pez, V., Butori, R., & de Kerviler, G. (2015). Because I’m worth it: the impact of given versus perceived status on preferential treatment effectiveness. Journal Business Research, 68, 2477–2483.
Parasuraman, A., Ball, J., Aksoy, L., Keiningham, T.L., & Zaki, M. (2021). More than a feeling? Toward a theory of customer delight. Journal of Service Management, 32(1), 1–26.
Park, J., & Li, W. (2023). “I got it FIRSTâ€: antecedents of competitive consumption of a new product. Journal of Retailing Consumer Services, 73, 103367
Podsakoff, P., MacKenzie, S. B. Jeong-Leon, L., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88, 879–903.
Podsakoff, P. & Organ, D. (1986). Self-reports in organizational research: Problems and prospects. Journal Management, 12, 531–544.
Roy, S. K. (2013). Consequences of customer advocacy. Journal Strategy Marketing, 21(3), 260–276.
Soderlund, M., Liljander, V., Gummerus, J., Hellman, P., Lipkin, M., & Oikarinen, E. L., (2014). Preferential treatment in the service encounter. Journal Service Management, 25 (4), 512–530.
Soderlund, M., & Colliander, J. (2015). Loyalty program rewards and their impact on perceived justice, customer satisfaction, and repatronize intentions. Journal of Retailing Consumer Service. 25, 47–57.
Tessaro, J. A., Harms, R., & Schiele, H. (2023). How startups become attractive to suppliers and achieve preferred customer status: factors influencing the positioning of young firms. Industrial Marketing Management. 113, 100–115.
Tyrvainen, O., Karjaluoto, H. & Saarijarvi, H. (2020). Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail. Journal of Retailing Consumer Services, 57, 102233.
Urban, G. (2004). The emerging era of customer advocacy. MIT Sloan Management Review, 45(2), 77–82.
Verhagen, T., & van Dolen, W. (2011). The influence of online store beliefs on consumer online impulse buying: a model and empirical application. Information of Management. 48(8), 320–327.
Wang, X. ., & He, A. Z. (2022). The impact of retailers’ sustainable development on consumer advocacy: a chain mediation model investigation. Journal of Retailing Consumer Services, 64, 102818.
Wong, A. (2023). How social capital builds online brand advocacy in
luxury social media brand communities. Journal of Retailing Consumer Services, 70, 103143.
Weiss, H. M., & Cropanzano, R. (1996). Affective events theory: a theoretical discussion of the structure, causes and consequences of affective experiences at work. Research Organization Behavior. 18 (1), 34–74.
Xia, L., & Kukar-Kinney, M. (2014). For our valued customers only: examining consumer responses to preferential treatment practices. Journal of Business Research, 67 (11), 2368 – 2375.
Xia, L., & Kukar-Kinney, M. (2014). For our valued customers only: examining consumer responses to preferential treatment practices. Journal Business Research, 67(11), 2368–2375.
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2024-12-29
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Tenovita Sari, F., Purwanto, P., & Fatchurrohman, M. (2024). CUSTOMER DELIGHT DAN ADVOKASI PASIEN: PERAN PELAYANAN PRIMA MENYENANGKAN PASIEN PADA KIDS DENTAL SPA. JURNAL ILMIAH EDUNOMIKA, 8(4). https://doi.org/10.29040/jie.v8i4.15890
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