Publicação
The impact of customer experience on Word-Of-Mouth in aesthetic clinics' services
| Resumo: | Organizations are increasingly competing on the basis of customer experience. Mastering this pillar brings a competitive advantage to those who strategically assess and work to generate a positive experience for their customers. The aim of this research is to evaluate the Customer Experience of Onodera’s Aesthetic Clinic services in Portugal and its impact on Satisfaction, Perceived Value, and Word of Mouth. Therefore, a quantitative study was carried out by applying a questionnaire to 141 customers of the Aesthetic Clinics Onodera in Portugal (Braga, Lisbon and Porto). The data analysis combined descriptive analysis, reliability analysis and mediation analysis. The results obtained, through the questionnaire, are positive, showing that most customers have a positive experience with the Onodera Clinics in Portugal. By using hypotheses testing it was possible to conclude that, in this study, Customer Experience has a positive impact on Satisfaction, Perceived Value and on Word-of-Mouth. And that Perceived Value has a positive impact on Word-of-Mouth. Finally, improvement opportunities for future studies are presented, such as extending the research to other Aesthetic Clinics in Portugal with different characteristics (bigger clinics, with a greater number of customers, less recent units) and in different regions of the country. |
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| Autores principais: | Tavares, Júlia Dorneles Ecke |
| Assunto: | Customer experience Satisfação do cliente -- Customer satisfaction Perceived value Word-of-Mouth Aesthetic clinics Experiência do cliente Valor percebido Clínicas de estética |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | Organizations are increasingly competing on the basis of customer experience. Mastering this pillar brings a competitive advantage to those who strategically assess and work to generate a positive experience for their customers. The aim of this research is to evaluate the Customer Experience of Onodera’s Aesthetic Clinic services in Portugal and its impact on Satisfaction, Perceived Value, and Word of Mouth. Therefore, a quantitative study was carried out by applying a questionnaire to 141 customers of the Aesthetic Clinics Onodera in Portugal (Braga, Lisbon and Porto). The data analysis combined descriptive analysis, reliability analysis and mediation analysis. The results obtained, through the questionnaire, are positive, showing that most customers have a positive experience with the Onodera Clinics in Portugal. By using hypotheses testing it was possible to conclude that, in this study, Customer Experience has a positive impact on Satisfaction, Perceived Value and on Word-of-Mouth. And that Perceived Value has a positive impact on Word-of-Mouth. Finally, improvement opportunities for future studies are presented, such as extending the research to other Aesthetic Clinics in Portugal with different characteristics (bigger clinics, with a greater number of customers, less recent units) and in different regions of the country. |
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